OpenX CEO John Gentry On Why SSPs Don’t Deserve The Flack They Catch
OpenX would like people to stop thinking about supply-side platforms as “dumb pipes,” thank you very much.
OpenX would like people to stop thinking about supply-side platforms as “dumb pipes,” thank you very much.
The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.
Mirriad is heading the Diverse Media Alliance to help create more ad opportunities and incremental revenue for diverse publishers. The initiative currently includes Canela Media, LatiNation, BOMESI, NTERTAIN’s NEON16 and The Shade Room as launch partners.
Ad revenue was helped along by 9% growth in unique visitors to the top sites in DDM’s portfolio. Programmatic ad rates were up roughly 36% in Q2, spurred by adoption of DDM’s D/Chipher contextual targeting solution.
With an approved list of sites and contextually segmented content, publishers don’t risk getting caught up in automated keyword blocklists, which consistently demonetize the news.
Ranker saw a 5% increase in demand from a new fully automated Prebid wrapper optimization feature in Magnite’s Demand Manager.
Publishers and SSPs aren’t incentivized to accurately label their video inventory. But increased pressure from the buy side could correct the skewed pricing dynamics that result from outstream being sold as instream.
AdExchanger caught up with Joy Robins, NYT’s global chief advertising officer, in Cannes for real talk on the top issues facing publishers, from overzealous keyword blocking to balancing subscriptions with ad monetization.
Future believes its new monetization offering can succeed where other publishers have struggled with selling ad tech and consulting to third-parties.
Laptop fans can rest a little easier. A network of well-known MFA sites operated by Perion-owned Content IQ have been taken offline.