Today’s column is written by Drew Bradstock, SVP Product at Index Exchange. The implementation of header tags has taken the supply side of programmatic by storm over the last 24 months, and is quickly becoming a universally implemented utility by publishers worldwide. It’s exciting to see media companies take the newfound control that has been afforded ...continue reading
Today’s column is written by Jourdain-Alexander Casale as published by Ad Exchanger https://adexchanger.com/the-sell-sider/marketplace-correction-coming-video-cpms/ 2016 saw header bidding begin to move from display and mobile into video. On the buy side, the demand for premium content escalated, and publishers continued to explore how best to optimize their video inventory. The current market reality is that premium video inventory is in ...continue reading
The graph below shows DNC and GOP programmatic spend on header tag for the two weeks leading up to Election Day 2016. Our findings show that Democrats spent 2.8 times more than the Republicans as the campaign came to a close, as Clinton faced renewed scrutiny for her handling of private emails while serving as the Secretary of ...continue reading
Presidential campaigns are utilizing the latest real time advertising trading technology to support their efforts for the 2016 U.S. presidential election. This fall has proven to be an important stretch for both campaigns in the lead up to Election Day. With the first and second general presidential election debates behind us, and Mr. Trump’s recent video scandal, we ...continue reading
Guaranteed orders have historically been placed directly within ad servers at high priority using tags. Following that, the concept of automated guaranteed orders entered the fray as a method for executing these orders. Neither of these methods appears to be the preferred choice for buyers and sellers, as the recent advent of programmatic guaranteed would ...continue reading
The future of advertisements and ad technology is an ever-growing discussion, but what often gets lost in conversation is the dynamic of user experience. In the wake of this ad-blocking technology has grown in popularity, a realization that served as the impetus for IAB’s decision to pioneer the LEAN Ads program. In October 2015, IAB ...continue reading
TORONTO, ON – CBC and Index Exchange, announced today that CBC has enabled header bidding for video. This marks CBC as the first Canadian media publisher to integrate header bidding for video through Index Exchange’s technology. CBC’s partnership with Index Exchange dates back to August 2013. CBC was also one of the first publishers to adopt ...continue reading
In the last year, header bidding has undergone somewhat of a meteoric rise. While it originated as an alternative to “waterfall” bidding, it has since become a solution in its own right, and its evolution has proved to maximize yield for publishers and even reduce webpage rendering times. Today, the programmatic ecosystem is rapidly expanding ...continue reading
Programmatic advertising is evolving, and video header bidding is gaining more traction in the ad tech world. Jourdain-Alexander Casale, VP of Strategy at Index Exchange, spoke on the logistics and value of video header bidding with ExchangeWire CEO Ciaran O’Kane at the Cannes Lions International Festival. Today’s header bidding market leverages banner objects so it ...continue reading
As a programmatic platform, header bidding is moving toward creating “zero latency” for ads, and minimizing the work of the ad server. Consolidating ad libraries currently represents one of the major problems for wrapper integration in header bidding. While ad servers are relatively similar, the implementations of ad stacks are different for every publisher, often ...continue reading
One of the most frequently discussed concepts within latency is the impact that header bidding is having on the performance of publisher sites. Gabriel DeWitt, VP of Technical Operations at Index Exchange, recently shared his thoughts on the topic with AdPipes founder Dan Layfield. For those unfamiliar with latency, Gabriel begins with dividing it into three ...continue reading
The Knowledge Exchange Blog The waterfall worked well in the early days of programmatic – it facilitated the notion of programmatic as a clearinghouse for remnant inventory. Advertisers who set up direct deals with publishers saw available inventory first (all of it, especially the really good stuff) and made the decision to buy or pass. They ...continue reading