July 5, 2021 by

The online advertising industry is populated by an array of media-buying methods, making it increasingly difficult to comprehend, even for the most seasoned marketers. While terms like programmatic direct, real-time bidding (RTB), and private marketplace (PMP) all fall under the programmatic umbrella, it is worth remembering that they are quite different concepts. Before going deeper […]

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Understanding RTB, Programmatic Direct and Private Marketplace

August 11, 2021 by

In the early days of online advertising, ad space was purchased in the same way as print advertisements, that being that inventory was purchased directly from publishers at a set price, typically on a cost-per-mille (CPM) basis. During the late 1990s and early 2000s, a number of new advertising-technology platforms, such as ad networks, emerged […]

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Waterfalling, Header Bidding and New Auction Dynamics

August 12, 2021 by

If you have ever bought anything on eBay, you are probably no stranger to the concept of second-price auctions, the bidding process in which the winner pays the price offered by the second-highest bidder, rather than their own. The second-price auction model is widely applied in the world of programmatic. For years, it has allowed […]

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How Do First-Price and Second-Price Auctions Work in Online Advertising?

November 27, 2020 by

You may know it by many different names…”automated guaranteed,” “automated direct,” “automated reserved”…or “programmatic direct.” Whatever people call it, the process of buying and selling digital media in a direct demand-supply side relationship accounts for a majority of programmatic ad spend. And that’s despite real-time bidding getting a lot of the hype and attention. Here’s […]

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Advantages and Disadvantages of Programmatic Direct for Publishers

August 20, 2019 by

Programmatic is more than just a buzzword – it’s the future of online media buying and selling. It’s an exciting and ever-evolving industry comprising of a number of intermediaries and technology platforms. And ever since its introduction to the online display advertising ecosystem, programmatic has gone from strength to strength. Figures from a recent study […]

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The RTB & Programmatic Landscape: The 12 Most Important Areas and Their Challenges & Opportunities

November 10, 2020 by

The online display-advertising industry has been completely revolutionized in recent years. At the heart of this revolution lies technology, and in particular, the introduction and rise of programmatic media buying. But it hasn’t been without shortcomings. Ad fraud is taking an estimated $6.5 billion from advertisers each year, privacy and brand safety are ongoing concerns, […]

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Why a Lack of Transparency is Killing the Potential of Programmatic Buying

August 12, 2021 by

In the traditional advertising scene, advertising agencies flourish. They have been a key element to the success of many well-known brands, helped a number of companies improve audience targeting, and optimized marketing budgets for companies large and small, among other things. Due to their proven methods, experience, and almost endless supply of creativity, ad agencies […]

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July 5, 2021 by

There was a time, believe or not, when commercial advertising was banned on the Internet. It can be hard to imagine an online world without spam, pop-up ads, or banner ads, but whether you absolutely detest digital ads or appreciate that they help keep a lot of content free and readily available, there is no […]

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How Real-Time Bidding (RTB) Changed Online Display Advertising

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