The origins of the publisher strategy called header bidding is something many would debate. What was clear was publishers wanted to change the dynamics of how their inventory was valued. The way to do that was to have multiple sources bid on an impression instead of just one. This created competition, not only between advertisers on a single exchange but between exchanges.
People love watching video content on their devices almost as much as marketers love to show video ads to those same people. Viewing habits, however, are changing. On the one hand, people may binge for hours on their favorite shows; on the other hand, they are looking for quick-hit content in video format. This shorter form video needs a complementary ad format. I sat down with John Peragine (pictured), Senior Vice President and Global Head of Video for Rubicon Project, to talk about six-second video ads.
Transacting on digital advertising through programmatic channels continues to grow more complex. Many companies are exploring machine learning and more sophisticated algorithms to try to power through all the data required to understand which impressions to buy and at what price. There’s another strategy, however, that more buyers are adopting that may have a significant impact on the ad tech industry as a whole. I sat down with Adam Soroca (pictured above), Head of the Global Buyer Team at Rubicon Project, to understand what Supply-Path Optimization is and why it’s so important.