May 17, 2023 by

Before your ad can reach the site where it is supposed to show, it has to travel a certain path. It starts with the advertiser’s server, going through DSP, SSP, ad exchanges to the right target. All subsequent links in this chain are an essential part of the supply (advertiser activity) and demand (publisher activity) […]

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What Is Demand Path Optimization (DPO)?

August 24, 2023 by ,

Supply-path optimization (SPO) can be compared to a courier service. In the same way a courier has to find the best path to its destination to deliver a package while saving time and money — both its own and the recipient’s — SPO aims to help advertisers find the best route to their desired inventory.

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What Is Supply-Path Optimization?

July 6, 2022 by

Programmatic advertising has completely revolutionized many digital channels, such as web and in-app mobile. Now, programmatic advertising is making its way into emerging digital channels like connected TV (CTV). But not many people know that the underlying infrastructure of CTV advertising is powered by hybrid broadcast broadband TV (HbbTV).

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What Is Hybrid Broadcast Broadband TV (HbbTV) Advertising and How Does It Work?

April 21, 2023 by

Although video games may seem to be disconnected from reality, in-game advertising (IGA) often isn’t a far cry from the ads we see in our everyday lives. Billboards, posters, and logos displayed on boards at sporting events are the most popular types of ads we see outdoors, but the rise of in-game advertising is bringing […]

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7 Great Examples of In-Game Advertising

March 10, 2023 by ,

Companies and brands from around the world can become an authentic part of the gaming experience by adding in-game advertising campaigns to their advertising strategies. Thanks to state-of-the-art in-game mediums, advertising campaigns can reach recipients who cannot be found in other channels and engage with audiences in ways they can’t with other digital advertising mediums.

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What Is In-Game Advertising and How Does It Work?

January 31, 2023 by ,

Programmatic advertising is made up of many different processes, including media buying, identification, targeting, measurement, and attribution.The IAB and IAB Tech Lab play a key role in creating, defining, and maintaining industry standards to make these programmatic advertising processes run as seamlessly as possible. Below we’ve listed the main standards and initiatives from the IAB Tech […]

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The Main Standards and Initiatives from the IAB Tech Lab

August 19, 2021 by ,

In today’s interview, we are going to dive into this whole third-party cookies topic and address a number of questions, including what third-party cookies are, what role they play in programmatic advertising, and what impact there will be for programmatic advertising in a world without third-party cookies.

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The Role of Third-Party Cookies in Programmatic Advertising and AdTech [video]

July 6, 2022 by ,

Connected TV (CTV) and over-the-top (OTT) advertising is a hot topic in the programmatic advertising and AdTech industry at the moment, but there are many differences between how CTV and OTT advertising works compared to web and mobile advertising. The industry also faces a new set of challenges that need to be dealt with to […]

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What Is Connected TV (CTV) & OTT Advertising and How Does It Work? [infographic]

February 5, 2021 by ,

Ad fraud has been a recurring topic and threat to programmatic advertising and is showing little sign of slowing down. Industry research by cybersecurity company CHEQ revealed that fraudulent activities committed against digital advertising cost the industry $35 billion globally in 2020. Other estimates put that number to be between $6.5 billion and $19 billion. Either way […]

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What Is app-ads.txt and How Does it Work?

February 8, 2021 by

The release of ITP 1.0 in September 2017 introduced a number of privacy-centric features that had an immediate and negative impact on behavioral ad targeting, frequency capping, measurement, and attribution.

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How Safari’s Privacy Preserving Ad Click Attribution Works [infographic]

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