September 10, 2019 by Łukasz Małecki , Daniel O'Connell , Michael Sweeney

Almost every data-management platform (DMP) on the market allows advertisers to create audiences and use them for different use cases, such as improved online ad targeting and advanced analytics. To create audiences in a DMP, the platform must first create user profiles, which comprise of numerous profile identifiers. As part of a recent internal project carried […]

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October 23, 2018 by ,

When you hear most people in the online advertising world talk about integrating a demand-side platform (DSP) with an ad exchange or supply-side platform (SSP), they make it sound as if it’s a matter of connecting the platforms together via a cable. In reality, integrating a DSP with other AdTech platforms is a meticulous technological […]

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How to Integrate a DSP with Ad Exchanges and SSPs

October 18, 2018 by ,

When publishers first began their exodus from print media towards digital, they started looking for new ways to generate revenue. The most intuitive revenue model was the one they had already been using in print – advertising. Display advertising came about to replicate printed ads in the online world and enable website monetization, which is […]

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What Is a Supply-Side Platform (SSP) and How Does It Work?

September 19, 2018 by ,

Traditional terrestrial and cable TV are long past their heyday, trailing behind streaming media in reach, measurability and content quality. Video-ad views on OTT (over-the-top) devices grew 63% year over year in Q3 2016, and the trend is expected to continue, further crippling traditional TV advertising. Traditional TV can offer advertisers a mere fraction of […]

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The Different Types of TV Advertising

July 16, 2018 by

For years, in order to increase the relevance and effectiveness of ads and marketing messages displayed to online audiences, publishers and advertisers have taken advantage of behavioral data for both advertising and personalization. In this post, we will take a closer look at what behavioral targeting is and how it works, and will discuss the […]

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What is Behavioral Targeting and How Does It Work?

July 11, 2018 by

In the age of ad fraud, an increasing amount of advertisers’ money is wasted on ad impressions that appear on fraudulent sites, don’t reach the desired audiences, or are not properly displayed in the user’s browser. These issues effectively decrease the advertisers’ return on investment, and because an increasing number of ads are being displayed […]

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What is Ad Verification and How Does It Work?

May 23, 2018 by ,

In a post-GDPR world, with the introduction of many new rules and requirements governing personal data and user consent, advertisers will have a tough nut to crack. On top of that comes the user’s right to be forgotten, the right of data portability, and numerous other complications. The new EU law will put a spanner […]

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What is Contextual Targeting and How Does It Work?

May 16, 2018 by

The world of programmatic ad buying is increasingly threatened by ad fraud. This includes fraudulent representation of ad impressions and clicks, or manipulation of bid requests for monetary gain. Ads.txt came as a way to partly curtail the phenomenon, and the recent addition of ads.cert makes a robust countermeasure to fraud. While the general consensus […]

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What's the Difference Between Ads.txt and Ads.cert?

May 10, 2018 by

Despite all the advancements in the online advertising industry over the past few years—header bidding and the increase in programmatic ad spend, for example—there are still a number of fundamental issues plaguing the industry. Two of the main problems are the constant battle to reduce ad fraud and a growing need for transparency. While both […]

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What is Ads.cert and How Does It Work?

May 2, 2018 by ,

Since May 25, 2018, all companies that collect, use, process, and share data about EU citizens are required to comply with the General Data-Protection Regulation (GDPR) and implement new data-protection and security measures. The regulation does not apply to EU companies alone. Regardless of whether an organization is based in the EU, it must comply […]

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How the IAB’s GDPR Transparency and Consent Framework Works From a Technical Perspective

April 20, 2018 by ,

Cable television is in decline, seriously losing to streaming media in terms of convenience and reach. Video ad views on OTT (over-the-top) devices grew 63% year over year in Q3 2016, and the trend is expected to continue. Consequently, traditional TV ads can now offer a mere fraction of their original reach and appeal. Streaming […]

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OTT Advertising: What it is and How Does It Work?