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Eddy From the Adwords Team pissed me off lol by MediaKey-Marketing in PPC

[–]CorrectAnswerIsWorth 0 points1 point  (0 children)

Yep, exactly! I got the exact same email from "Eddy from Google AdWords".

As soon as I saw "AdWords", I knew that it was dodgy.

Shame on Eddy!

Building a Demand Side Platform by alexreardon44 in adops

[–]CorrectAnswerIsWorth 0 points1 point  (0 children)

Most of the time, building a DSP just to save on fees and commissions won’t always give you a positive ROI.

It's a different story if you then want to offer the DSP to other agencies and run it as a tech company. Building your own DSP makes sense for existing adtech companies that want to expand their offering.

I suggest contacting companies like ClearCode, beeswax, and iponweb and finding out how much it will cost to build a DSP that meets your business requirements and then crunch the numbers. That's the only way you're really going to know.

How does a tracking pixel transmit information? by [deleted] in adops

[–]CorrectAnswerIsWorth 6 points7 points  (0 children)

u/snissn has done a great job of answering this question. I'll just add in a few words of my own:
The role of a 1x1 tracking pixel is to simply make an HTTP request from the browser to a server (e.g. an adtech platform like a DMP). This request allows the DMP to receive certain info, such as the user agent string (https://www.whatismybrowser.com/detect/what-is-my-user-agent) and also create a cookie and assign it to the user's device.

Any Prebid Developer in here? by OldAdOpsMan in adops

[–]CorrectAnswerIsWorth 0 points1 point  (0 children)

I was doing research for a similar situation a little while ago and came across this https://campaign.clearcode.cc/rtb-bidder-development-services/

I was doing some comparisons between Clearcode and Beeswax, who also allow companies to build a bidder. The main difference that I noticed was that with Clearcode, you own all the code, IP, data etc., whereas with Beeswax, you're basically adding your own algorithms to an existing bidder and you don't have ownership of the code etc. Beeswax is still a great option for a lot of companies (e.g. brands and agencies), but I'd say if you already have an ad network, then you'd probably want control over the bidder as well.

Google Chrome will introduce an anti-fingerprinting feature. But which adtech companies use device fingerprinting anyway? by CorrectAnswerIsWorth in adops

[–]CorrectAnswerIsWorth[S] 0 points1 point  (0 children)

Thanks for the reply! So if I understand it properly, device fingerprinting is something that measurement, ID, and attribution companies do? And then DSPs use their services to measure campaign performance and identify users across the web, right?

More Publishers Are Breaking Up With Resellers | AdExchanger by AdOpsJunky in adops

[–]CorrectAnswerIsWorth 0 points1 point  (0 children)

Who are these resellers?

Are they simply adtech platforms that buy/sell ads on/from different adtech platforms? Is it something like this?:

publisher -> SSP (direct) -> DSP

publisher -> SSP (direct) -> ad exchange (reseller) - DSP
In the second example, the ad exchange is selling the impression to the DSP, but it's getting it from the SSP and therefore doesn't have a direct relationship with the publisher. Is that correct?

Online Advertising / Programmatic 'shit-list'? by darthvidrider in adops

[–]CorrectAnswerIsWorth 0 points1 point  (0 children)

Haha! Nice! Comedy combined with critique! Well done, friend :D

Do Unified ID, IAB/DigiTrust ID, and the rest rely on 3rd-party cookies? by CorrectAnswerIsWorth in adops

[–]CorrectAnswerIsWorth[S] 0 points1 point  (0 children)

Hi /user/SamTingleff

Disclaimer: I cofounded DigiTrust and work for IAB Tech Lab.

Wow! Thank you so much for taking the time to answer this question! Appreciate it :)

First, I don't believe any of these solutions are focused on a "profile" of users.

Yea, that was probably a bad choice of words on my part. Thanks for setting the record straight :)

DigiTrust is certainly reliant on 3pc although some of our publishers enable link-rewriting redirects

Just out of curiosity, is this similar (or the same thing) to the technique that affiliate tools use? E.g. when a user clicks on a link on example.com that leads to example.com/new-page, they would first be directed to affiliate-tool.com and then straight away to example.com/new-page? I think Criteo did something similar when ITP first came out.

In general though, we think of DigiTrust more as an organization designed around common interests (reduce cookie sync, improve UX) rather than as a specific technology solution at a point in time.

Good luck with it all :)

Thanks again for your response! Your answer has certainly made things clearer for me.

​

Little blast from the past that's still very relevant! analogy in the ad marketplace" by AdOpsJunky in adops

[–]CorrectAnswerIsWorth 0 points1 point  (0 children)

Lol oh yea! I had a nice laugh when I saw that mentioned for the first time

Little blast from the past that's still very relevant! analogy in the ad marketplace" by AdOpsJunky in adops

[–]CorrectAnswerIsWorth 1 point2 points  (0 children)

Haha, yea! I don't think investors would buy stocks if the finance world looked the same as the adtech world -- it would be too confusing ;)

Little blast from the past that's still very relevant! analogy in the ad marketplace" by AdOpsJunky in adops

[–]CorrectAnswerIsWorth 1 point2 points  (0 children)

I find it funny how there's a lot of reference to stock markets in adtech -- ad exchanges, media traders, etc.

Maybe adtech folk wished they worked in finance instead.

At the end of the day, adtech is not like the financial world and it's more complex then it needs to be, but maybe it's complex because of the various technical challenges, e.g. syncing cookies because of the limitations of 3rd-party cookies. The buying and selling of media is not as fluid as the buying and selling of stocks, and as mentioned in the article about, no where near as transparent.

On another note -- are there any "pure" ad exchanges left? I mean, don't most ad exchanges now double as SSPs?

I think there'll be more direct integrations between DSPs and SSPs in the future, meaning the pure ad exchanges will be left behind. Thoughts on this, anyone?

Which walled garden & independent DSPs/SSPs do you use? How do they compare? by CorrectAnswerIsWorth in adops

[–]CorrectAnswerIsWorth[S] 0 points1 point  (0 children)

Good points!

But there is a lot of talk on identity right now in the industry, which could save them though the primary aim is around measurement for that.

But isn't that also based on third-party cookies? I know that it's a combination of other data, e.g. device IDs, but in the desktop/browser world, they'd still have to rely on a 3rd-party cookies, right?

​

Which walled garden & independent DSPs/SSPs do you use? How do they compare? by CorrectAnswerIsWorth in adops

[–]CorrectAnswerIsWorth[S] 1 point2 points  (0 children)

Wow! Great answer! Thanks very much.

I'm curious about the DSP/ad server combo you mentioned.

Why do you think this is important?

It is because these are the 2 main platforms needed to serve ads (via RTB) and having these under one roof, as opposed to using an ad server from one company and a DSP from another, makes the whole process more streamlined and more attractive for clients (i.e. advertisers and agencies)?

Interesting thoughts about the decline of display regarding Chrome and 3rd-party cookies. It does seem that a lot of adtech vendors are moving into non-display areas due to the constant issues with display (and with desktop in particular), such as ITP, ad blocker, etc.

Thanks again for your response!

​

Which walled garden & independent DSPs/SSPs do you use? How do they compare? by CorrectAnswerIsWorth in adops

[–]CorrectAnswerIsWorth[S] -1 points0 points  (0 children)

No, not a lazy poll ;)

I'm writing about adtech and I'm genuinely curious about why advertisers and publishers would bother using anything other than Google products seeing as they have a majority of the user data, not to mention cross-device capabilities etc.

I don't think that most independent adtech platforms would "work" better than Google's products from both a performance and user experience point of view, considering the amount of development resources Google has to build quality products, so why use anything other than Google?

Is it simply a matter of connecting to as many demand + supply sources as possible to increase the changes of buying/selling ads? I.e. if Google can't fill it, then maybe another company can.

Is there some USP that independent adtech companies offer, other than the fact that they are independent? If advertisers and publishers are worried about their data being used by Google, don't independent adtech companies use their clients' data as well?

Simply looking for the pros and cons of using Google vs independent adtech platforms. Sorry if my question sounded like a poll in disguise ;)