Digiday: Programmatic advertising is preparing for the first-price auction era

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

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The Drum: Publisher-led platform Concert will let advertisers buy programmatically

Concert, the publisher-led marketplace offering advertising from media brands like Vox Media and NBCUniversal, will now be available to advertisers programmatically. The new programmatic offering is available via a partnership with global ad marketplace Index Exchange. Concert’s programmatic offering will allow advertisers to layer on their own data and audience insights and program advertising with more control across Concert’s ...continue reading

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AdExchanger: AppNexus And Index Exchange Are The Header Bidding Leaders

AppNexus and Index Exchange have the broadest adoption of their adapters and wrappers, according to the first-ever Header Bidding Index – a report from ServerBid, an Adzerk spinoff that builds wrappers for the demand side. Seventy percent of the top 1,000 publishers running programmatic advertising use header bidding, according to the report, which ServerBid created by looking at programmatic ...continue reading

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Campaign: The Trade Desk signs deal to scan every ad impression pre-purchase

As part of this initiative, White Ops and The Trade Desk will co-locate servers and data centers in North America, Europe and Asia, to scan every biddable ad impression in real-time. This practice is common with high-frequency trading in the financial markets where every millisecond counts. When a non-human impression, known as Sophisticated Invalid Traffic within the advertising industry, is identified ...continue reading

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