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25 February 2021 Revenue optimization

The pros and cons of private marketplace (PMP) deals

According to a report by eMarketer, programmatic ad spending on private marketplaces (PMP) will surpass that on open exchanges for the first time in 2021. Also, ad […]

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ads.txt
19 February 2021 Ad fraud

Ads.txt best practices to stay protected against ad fraud

Ads.txt, short for “Authorized Digital Sellers”, is an initiative launched by the IAB Tech Lab that allows publishers to publicly declare the ad partners that are allowed […]

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9 February 2021 Case study

How Healthline recovered over $1 million in adblock revenue

San Francisco-based Healthline Media’s mission is to empower people to be their strongest and healthiest selves by being a trusted ally in their pursuit of health and […]

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invalid traffic
2 February 2021 Ad fraud

How to monitor and prevent invalid traffic (IVT)

According to the Advertiser Perceptions DSP Report for Q3 2018, 37% of surveyed agencies and marketers picked ad fraud (viewability fraud + invalid traffic) as the worst […]

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28 January 2021 User experience

Why ad viewability matters and how to improve it

Ad viewability is a key factor that advertisers consider when deciding how much to bid for impressions. This in turn, makes viewability a crucial lever for publishers […]

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privacy sandbox
21 January 2021 Privacy & Consent

An up-to-date guide to Google’s Privacy Sandbox

A lot of opinion pieces, industry working groups, and proposals emerged last year in the aftermath of Google’s announcement about deprecating third-party cookies by 2022. For some […]

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open bidding
13 January 2021 Revenue optimization

Open Bidding (EBDA): Frequently asked questions

One of the most important things that happened in the ad tech industry within the last decade was the invention of header bidding. By enabling publishers to […]

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4 January 2021 Privacy & Consent

Identity is the top focus in 2021, according to these experts

To say that 2020 has been a chaotic year for ad tech would be an understatement. Google announced its intention to deprecate third-party cookies, reduced ad spend […]

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page rpm
18 December 2020 Revenue optimization

Page RPM: What the metric means and how to improve it

CPM (“Cost Per Mille”) is the most widely used metric in advertising. It denotes the cost that an advertiser bears for serving a thousand ad impressions. On […]

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11 December 2020 Revenue optimization

How smart publishers deal with the January CPM drop

(With inputs from Mary Brannen, Director of Revenue Operations at Blockthrough.) “Whatever goes up, must come down.” In the publishing business, that axiom is most accurately reflected […]

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