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Consorting With The Frenemy: Ad Tech Players Partner For Shared Identity Matching

Seven independent ad tech companies debuted a programmatic consortium on Thursday that pools their supply- and demand-side cookie IDs into one shared identity asset. The consortium is helmed by AppNexus, MediaMath and LiveRamp, which provides the data matching. Other launch partners include Index Exchange, Rocket Fuel, LiveIntent and OpenX. And it’s a shot across the... Continue reading »

by James Hercher // May 4th, 2017 //

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With Rubicon Project For Sale, Its Competitors Weigh In

If Rubicon Project officially goes on the selling block, what are its prospects? The company, which has hired Morgan Stanley to explore a sale, according to The Wall Street Journal, has suffered from tanking stock, layoffs and leadership changes over the past year, and it apparently isn’t the only company of its kind in play.... Continue reading »

by Sarah Sluis // January 17th, 2017 //

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CarGurus Shifts Its Programmatic Business Into High Gear

In under two years, CarGurus transformed its display revenue strategy from one built on ad networks to one focused on high-value programmatic deals. The auto shopping site, which attracts 12.4 million uniques a month, according to comScore, used to sell search listings and upfront sponsorships with auto manufacturers and dealers. CarGurus farmed out its display... Continue reading »

by Sarah Sluis // August 9th, 2016 //

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The Great Header Bidding Shake-Up Has Begun

Header bidding is changing the industry and creating a new set of winners and losers. After a dismal earnings call, Rubicon Project’s stock fell 32% and lost $200 million in value Wednesday. Rubicon CEO Frank Addante said the company failed to respond quickly to the header bidding trend, sending its desktop revenue into decline.... Continue reading »

by Sarah Sluis // August 4th, 2016 //

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Header Bidding: Not Just For Publishers’ Benefit

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Natrian Maxwell, ‎director of demand services at OpenX. It’s no secret that header bidding is hugely popular with publishers. The monetization tool exposes each impression to programmatic demand before calling... Continue reading »

by AdExchanger // April 29th, 2016 //

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OpenX Meta Creates Server-To-Server Alternative To Header Bidding Wrappers

To help publishers manage multiple header bidding partners, OpenX created a server-to-server wrapper dubbed OpenX Meta, which it unveiled Thursday. The advantage of OpenX Meta is that it moves all the action – long, slow bid requests – off a publisher’s page and onto its server. From there, it can quickly ping all the other... Continue reading »

by Sarah Sluis // February 18th, 2016 //

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Will The Ad Tech Ecosystem Ever Provide A Unified Front Against Ad Fraud?

Best practices and policies to deal with fraud and botnets are emerging, but ad tech companies aren’t sharing them with each other – partially because they don’t want their secrets to slip out to fraudsters, and partially because ad fraud detection is a competitive differentiator. As a result, companies are developing their own policies and... Continue reading »

by James Hercher // February 11th, 2016 //

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From RTB to RTG: OpenX Launches Private Marketplace Hybrid Dubbed Real-Time Guaranteed

OpenX unveiled a new product Tuesday, real-time guaranteed (RTG), with features that fall between private marketplaces and automated guaranteed. The aim is to solve drawbacks to each current buying method. One of the biggest complaints about private marketplaces is that they don’t deliver the scale both sides want. And one of the biggest complaints about... Continue reading »

by Sarah Sluis // January 26th, 2016 //

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Major League Gaming Ditches Direct Sales For Programmatic

Major League Gaming is changing up its strategy, focusing on programmatic sales over direct. “We have consciously made the decision to focus 90% of our energies on programmatic for the year of 2015,” explained Don Reilley, EVP of MLG. “We can focus heavily on the programmatic side of things, and then layer two, three, four... Continue reading »

by Sarah Sluis // March 11th, 2015 //

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Conversion Data: A Key To Cutting Waste

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ian Davidson, senior director of platform demand at OpenX. If we want the best-case scenario for programmatic media buying, we can't hesitate addressing the challenges inherent to the ecosystem. One... Continue reading »

by AdExchanger // September 17th, 2014 //

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