Home Online Advertising Exchanges And Real-Time Bidding Bring Opportunity And Concerns For Publishers
Online Advertising

Exchanges And Real-Time Bidding Bring Opportunity And Concerns For Publishers

By AdExchanger

SHARE:

It was real-time bidding, exchanges and data leakage all day yesterday at PubMatic’s Ad Revenue Conference in the Times Center in New York City today. During a panel tmoderated by 24/7 chief David Moore, agency types and publishers convened to discuss the impact on publishers of the new data-driven, real-time world.

Moore played instigator as he probed whether the real-time ad world was a good thing for publishers. And, Ian Wallin, SVP Sales at TV Guide, saw a bright side to the aggregation for pubs as good brands use exchanges to reach users throughout the web. Wallin provided a real-world example:

“I see Mercedes ads all over my site that are coming through RTB or ad networks. If the Mercedes buyer is out there, I have five great ideas for you. Otherwise, I’m probably not going to try and sell you so why not have this [exchange] channel have access to my inventory at a larger aggregate level and become part of that mix.”

Chris Stevens, Sr. Director at Orbitz Worldwide, discussed the impact of pricing and saw an opportunity in exchanges for publishers with quality audience down the road, “In general, pricing isn’t that sophisticated (today). It will become a lot more sophisticated through exchanges, But, it will still be simple to buy. I think that CPMs will go up due to the number of buyers in the auction – the liquidity of the auction – and the dimensions of intent that are disclosed through auction. All of those points will bring CPMs up.”

In spite of the good feelings around exchanges, the subject turned to Google and the idea that one or two players could own the market. Adnetik’s Nate Woodman provided some context to the pitfalls in regards to ad serving long dominated by Google and Microsoft – and the impact of the purchase of DoubleClick by Google in the ad serving market and, by extension, the digital ad market.

Referencing his past role as search head at Razorfish.Accordant Media’s Matt Greitzer said that publishers need to be vigilant of their data and business as they implement tactics as simple as running a conversion tag. David Moore added, “They’ve all said “Do No Evil” so I wouldn’t be (worried).”

Stevens wasn’t too worried about Google, “There are medium-sized, companies and arbitrators that are more dangerous ansd unscrupoulous than Google is . I wouldn’t say that Google is the problem. They are bringing a lot to the table with RTB. You do have to smart about how you engage it. But, Google has the most to lose if anything was to happen that was really stupid.”

By John Ebbert

Must Read

The Arena Group's Stephanie Mazzamaro (left) chats with ad tech consultant Addy Atienza at AdMonsters' Sell Side Summit Austin.
Publishers

For Publishers, AI Gives Monetizable Data Insight But Takes Away Traffic

Traffic-starved publishers are hopeful that their long-undervalued audience data will fuel advertising’s automated future – if only they can finally wrest control of the industry narrative away from ad tech middlemen.

Platforms

Q3: The Trade Desk Delivers On Financials, But Is Its Vision Fact Or Fantasy?

The Trade Desk posted solid Q3 results on Thursday, with $739 million in revenue, up 18% year over year. But the main narrative for TTD this year is less about the numbers and more about optics and competitive dynamics.

Comic: He Sees You When You're Streaming
CTV

IP Address Match Rates Are a Joke – And It’s No Laughing Matter

According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Gamechanger (Google lost the DOJ's search antitrust case)
antitrust

The DOJ And Google Sharpen Their Remedy Proposals As The Two Sides Prepare For Closing Arguments

The phrase “caution is key” has become a totem of the new age in US antitrust regulation. It was cited this week by both the DOJ and Google in support of opposing views on a possible divestiture of Google’s sell-side ad exchange.

create a network of points with nodes and connections, plain white background; use variations of green and grey for the dots and the connctions; 85% empty space
ad tech acquisition

Alt Identity Provider ID5 Buys TrueData, Marking Its First-Ever Acquisition

ID5 bought TrueData mainly to tackle what ID5 CEO Mathieu Roche calls the “massive fragmentation” of digital identity, which is a problem on the user side and the provider side.

CTV

CTV Manufacturers Have A New Tool For Catching Spoofed Devices

The IAB Tech Lab’s new device attestation feature for its Open Measurement SDK provides a scaled way for original device manufacturers to confirm that ad impressions are associated with real devices.

Popular

  1. Comic: He Sees You When You're Streaming
    CTV

    IP Address Match Rates Are a Joke – And It’s No Laughing Matter

    According to a new report, IP-to-email matches are accurate just 16% of the time on average, while IP-to-postal matches are accurate only 13% of the time. (Oof.)

  2. Comic: "Deal ID, please."
    Data

    The Trade Desk And PubMatic Are Done Pretending Deal IDs Work

    The Trade Desk and PubMatic announced a new API-based integration for managing deal ID campaigns built atop TTD’s Price Discovery and Provisioning (PDP) API, which was announced earlier this year.

  3. CTV

    Magnite Remains Unbothered By The Trade Desk’s SSP Policies

    Magnite says it’s not mad at The Trade Desk for prioritizing OpenPath or labeling all supply-side platforms as “resellers.”

  4. CTV

    MNTN’s SMB CTV Ad Business Is Growing Like Gangbusters

    Two quarterly reports might not be enough to confirm a pattern. But it is enough information to draw a line – and so far, that line is going up for MNTN.

  5. CTV

    Roku Jumps On The API Bandwagon For Its Self-Serve Ads

    Tuesday marked the launch of Roku’s Ads API, which feeds directly into the company’s self-serve Ads Manager. The new free-to-use toolkit will allow developers to create new integrations between Roku and other kinds of advertising applications.