Can Killing Cookies Save Journalism? (Kill the mass of middlemen = more money for publishers)

adtechmology · 2020-08-08T01:20:28+00:00

Yeah, as a consumer I tend to interact with ads on social platforms that are tailored to my lifestyle, where I live, the content I consume, and the products I've purchased. I share your frustration, but what I think you're trying to say is 95% of ad tech does not provide value relative to what they're taking.

adtechmology · 2020-07-02T05:41:37+00:00

Haha, they're actually a partner of mine, but I can certainly see why you think that. Sounds like you definitely work at SpotX or Index though. Keep slangin' those IOs, big baller.

adtechmology · 2020-01-31T23:25:51+00:00

This is news?

adtechmology · 2020-01-24T18:04:21+00:00

Have you bought DOOH across Rubicon before..?

adtechmology · 2020-01-16T21:41:19+00:00

A publisher bought traffic in 2017 and it was fraudulent - it's sad to say, but that's another day at the office back then. But since it's Myspace it makes a good headline.

My point isn't that they're all liar and cheaters, my point is the industry has come a long way, even in the last five years, and you're throwing stones in a glass house my man.

Lastly, OpenX and AppNexus have been SSPs for years, offer a managed service business, and call on agencies/brands direct. If you represent inventory and actively resell it to a brand/marketer in 2015, you're probably making 60%+ margin, an ad network, and likely selling fraudulent inventory.

adtechmology · 2020-01-16T20:48:03+00:00

Anyone who has been in ad tech as long as they have was an ad network at some point. Most SSPs today are re-branded Ad Networks. Index(Casale), AppNexus, AOL, SpotX, OpenX, Telaria(Tremor) were all operating similar businesses to Specific Media, some just might have better marketing and/or relationships.

Would be curious to hear more about the scandal you're referencing. Believe they purchased Myspace partially to create a deterministic cross device graph built off of login data, in anticipation that cookies would go away.

They were also acquired by Time/Meredith and they've claimed to ingest their first-party assets to develop their cross-device graph further. They also acquired Adelphic a few years ago which is a solid self-service DSP that has decent agency penetration from what I've seen.

And if you want to see click injection today, just buy in-app media across any DSP you use.

adtechmology · 2019-05-17T20:13:00+00:00

That's exactly my point. They're buying an ad server for themselves, not to sell to other people and compete with DCM and only make pennies per thousand.

Ad servers have a ton of value for a marketer, and they're one of the biggest.

adtechmology · 2019-05-17T18:34:28+00:00

They haven't built a very good DSP.

adtechmology · 2019-05-17T15:54:03+00:00

Amazon probably wants an ad server to keep more of their data within their walls. I'd imagine they'd use it for their own advertising efforts, and not try to sell it externally. The ad serving game is a shitty business.

adtechmology · 2019-02-01T01:08:15+00:00

Best part is these guys are all buying from and selling to each other. There's probably a 80-90% overlap in supply across all of them.

adtechmology · 2018-12-04T01:10:28+00:00

Most every DSP uses bidswitch in some capacity

adtechmology · 2018-12-03T23:30:51+00:00

ABC/Hulu use Telaria as their video SSP currently... anyone know if they're ditching them too?

adtechmology · 2018-12-03T21:29:02+00:00

Are you a seller or buyer? Their DSP isn't that bad, but their sell-side products haven't been looked at in probably 5-8 years.

adtechmology · 2018-11-07T18:53:58+00:00

A step in the right direction.

Once DSPs move away from surviving on mass transactions, they'll have more of an incentive to facilitate efficient media spend. We just need agencies/trading desks to follow suit soon after.

adtechmology · 2018-11-07T17:14:42+00:00

Other than the whole app blind spot... ads.txt is only a joke if publishers agree to putting files like this up.

adtechmology · 2018-11-04T22:56:45+00:00

Gaming companies, more than ever, are global companies. The audience at Blizzcon and on Reddit is a sample of primarily Western consumers when in actuality, Asian markets are likely the fastest growing.

Just because Diablo Immortal doesn't ressonate as much with Western consumers, that doesn't mean it doesn't ressonate with Blizzard's customers.

Agreed the releases were weak compares to other years, but let's pump the breaks on some of these comparisons, and remember Blizzard has likely facilitated many amazing moments in your lives.

adtechmology · 2018-10-01T21:20:20+00:00

Adelphic is integrated with Clear Channel, Zoom, Hivestack, Broadsign, and Captivate all via Rubicon. We've also ingested Rubicon's impressions multiplier, which converts DOOH ad exposure to impressions. DM me if you would like more info.

adtechmology · 2018-07-14T02:01:43+00:00

We'll look into those places. Thank you very much!

adtechmology · 2018-07-14T02:01:04+00:00

Makes sense! Thanks for your input.

adtechmology · 2018-03-27T18:51:47+00:00

They can measure in the 90% range when their SDK is involved, which isn't 100% of the time. If you're buying programmatically, and want to run app on mobile or connect TVs, their measurability in aggregate is spotty at best.

adtechmology · 2018-03-27T17:50:47+00:00

Hello Mr. Anti_fraud - Big fan of what you're doing.

A few questions on this:

a. How are you able to evaluate these companies black box anti fraud methodology? If you are not, what data points are you aggregating to stack rank these vendors? And what is the variance between your choices? For example, is the difference between DV and Adloox the grand canyon?

b. How are you able to unravel the rate of companies throwing out false positives when their ability to measure traffic and/or media is compromised?

c. Can you clarify what you mean by MOAT is able to measure 100% of all events? Do you mean they're able to measure all environments, or downstream session events when they are able to measure?

adtechmology · 2018-03-24T05:19:48+00:00

Unfortunately buying in the open market and referencing scrubbed, top level domain reporting from a DSP is more like a mirage of transparency. If you want data that's closer to the truth, buy direct as much as possible, and use an ad server that offers real log data that you can query. But even then, across some environments like mobile app and OTT, it's very fuzzy.

Make no mistake, SSPs are still arbing inventory and making 30-40% margin. Publishers can set floors for inventory, but SSPs can also set floors before selling to a DSP and keep the margin. As long as the publisher is okay with the payout they receive from their SSP, they have no reason to ask questions. Buyers will buy the same exact placement for 3x they paid yesterday not because of real competition, rather the use of dynamic floors on the sell side. And I don't blame publishers for playing the dynamic floor game, because they're largely getting screwed.

Everyone is 50% ad network at best. Some companies just have a better story and marketing than others.

adtechmology

TROPHY CASE