October 11, 2017 by Michael Sweeney

With all the attention that the EU’s General Data Protection Regulation (GDPR) has received over the past year, one could assume that this is a completely new initiative; however, the GDPR will just be superseding an existing data-privacy initiative—the EU’s Data Protection Directive.

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October 4, 2017 by

In an ideal world, every client entering your website buys a product, signs up for your newsletter, downloads your ebook, or does whatever else you consider a goal, but the reality is hardly ever like that. Converting leads into satisfied customers is a long and winding path. Retargeting makes it a little easier.

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What is Ad Retargeting and How Does It Work?

August 3, 2017 by

Innovation can arise in many different ways. Sometimes it comes about as a result of years of research, and sometimes it evolves from a simple hack to solve a common problem. Header bidding is one example of the latter.

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What is Video Header Bidding and How Does it Work?

May 9, 2017 by

Have you ever watched a video online and seen a banner ad displayed on top of the video? Or watched a video and seen an ad appear halfway through? How about a rich media ad take over the screen when using a mobile app? All of these situations are examples of video ad-serving protocols known as VAST, VPAID, VMAP, and MRAID.

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What Are VAST, VPAID, VMAP, and MRAID?

February 15, 2017 by

“Where is Everybody?” This somewhat famous question was asked by Enrico Fermi, a physicist known for the Fermi paradox, when pondering why no alien lifeform has ever contacted planet Earth, given that there are about 100 Earth-like planets in the universe for every grain of sand in the world.

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What is Look-alike Modeling and How Does it Work?

January 17, 2017 by

Why should you care about OpenRTB – the open-source protocol developed in conjunction with a consortium of demand- and supply-side platforms and adopted by the IAB?

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How An OpenRTB Integration Makes AdTech Platforms More Valuable

December 19, 2016 by

Ready, aim…advertise. Okay, maybe that’s not how you usually say it, but you understand.

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AdTech Targeting Methods: The Ultimate Guide

December 15, 2016 by

Regardless of whether you are an advertiser, marketer, or publisher, there’s one thing that’s true: identifying and tracking visitors across devices is difficult, to say the least.

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Deterministic and Probabilistic Matching: How Do They Work?

December 5, 2016 by

You may know it by many different names…”automated guaranteed,” “automated direct,” “automated reserved”…or “programmatic direct.”

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Advantages and Disadvantages of Programmatic Direct for Publishers

November 17, 2016 by

Answer this question truthfully: When was the last time you clicked on a display ad?

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How to Boost Display Ad CTR With Content Personalization

November 16, 2016 by

As an online marketer, how do you attribute conversions and assign credit to the different channels in your conversion paths?

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Game Theory Attribution: The Model You've Probably Never Heard Of