In a policy shift for its Advertising Cloud platform, Adobe has announced its will only partner with supply-side platforms (SSPs) that either do not charge exchange fees or are transparent about what they charge. Adobe says this new policy is effective immediately. Some supply-side platforms charge fees at various stages of the buy including publisher fees and ...continue reading
Although the advent of digital advertising has brought marketers meaningful gains in effectiveness and in efficiency, the industry remains beleaguered by a problem that has been seemingly impossible to solve: a lack of transparency. Despite impressive technological innovation, marketers still struggle to answer basic questions like where their ad dollars are going and how their ...continue reading
Adobe says that ad tech companies have been charging advertisers hidden fees. The company has inked deals with 15 ad tech companies to disclose all of their fees in its software. The move comes as more marketers are scrutinizing their digital advertising budgets. Apparently buying ads using ad tech software is a lot like paying ...continue reading
Auction dynamics implemented by supply-side platforms often confuse ad buyers. In order to provide more transparency, exchanges like OpenX, Index Exchange and Rubicon Project all started experimenting with first-price auctions, where the highest bidder determines how much an impression gets sold for. Second-price auctions — where the second-highest bidder determines the sale price of an impression — ...continue reading
Minds continue to meet and ideas continue to flow as tentpole adtech conference DMEXCO advances into its second day. Amidst the flurry of activity, we wanted to reflect with the Index Exchange partners and employees in attendance about their Day 2 experience. Here are their insights: Will Doherty, VP, Business Development, Index Exchange On the topics on ...continue reading
Introduction Late last year, the industry was captivated by Methbot, a sophisticated bot network responsible for $3-5 million of ad fraud losses on a daily basis.1 The news revived interest in fighting against invalid traffic, or SIVT, which some estimates say accounts for over 40% of all traffic on the web.2 Sophisticated Invalid Traffic is ...continue reading
A new initiative developed by the IAB Tech Lab out of the U.S. could prompt big changes in the Canadian digital advertising industry, according to some in the industry. It’s been dubbed “ads.txt” (and although the extension does refer to advertisements, it serves double-duty as an acronym for “authorized digital sellers”). The tool aims to ...continue reading
It’s estimated that advertisers will lose more than US$16 billion to online ad fraud this year, with a sizeable proportion of that falling to exchanges that programmatically sell publishers’ ad space without permission or, bolder yet, impersonate real publishers with imitation sites – a practice dubbed “spoofing.” Publishers and sellers have been looking for a ...continue reading