What is a Data Management Platform and how does it work?
Compiling first-party data from your site visitors is the first step towards building successful audience campaigns in 2022. The next step is […]
The best supply-side platforms (SSPs) for publishers in 2021
There are many ways to monetize your website content. Using the optimal mix of programmatic deal types is one method. Today, we’re […]
A publisher’s guide to the 4 programmatic deal types
Programmatic ad spending has grown by 29% since 2020, according to eMarketer. In their revised forecast, eMarketer estimates that advertisers will increase […]
The walled gardens of ad tech, explained
Almost no industry report or analysis in the ad tech industry is complete without a generous sprinkling of the term “walled gardens”. […]
Brand safety: The missing manual for publishers
Like many other ad tech buzzwords—the definition of brand safety is constantly evolving and varies depending on whom you ask. Since brand […]
First-party data collection strategies for publishers
The triple threat of new privacy regulations, the imminent end of third-party cookies, and the rise of tracking prevention is forcing many […]
The different types of paywalls (and how publishers use them)
Earlier this month, @CJR published an article titled, “What the pandemic means for paywalls,” which talks about the dilemma faced by many […]
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 […]
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 […]
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 […]
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 […]
Third-party cookies are going away. What’s next?
Earlier this year, Google announced plans to kill third-party cookies in Chrome by 2022. This came on the heels of tightening privacy […]