Andy, CEO at AdThrive and the challenges and opportunities facing bloggers seeking to monetize their content – now with outstream video advertising.
Old publisher inventory like fixed placements has gone down with ad blindness, ad blocking, and other factors, making this a grueling race to the bottom.
Every ad that runs on a site serves different goals. The advertiser’s goal is to generate sales; the publisher’s goal is to generate revenue.
“AMI is constantly innovating and looking for ways to improve and enhance the digital experience for our users and partners,” said Brian Kroski, AMI.
Programmatic sale of video advertising today is structured in a way that encourages a highly problematic form of “arbitrage.” Here is how it works: In display advertising, when you win an RTB auction, you commit to paying a price for that impression. That’s because display was built on a simple premise: You put in a bid for an ad for $3, and if you win it, then you pay for it. The only notion of “changing your mind” would be through a “passback tag,” which allows publishers to receive network or remnant tags to fill inventory when their primary ad network doesn’t have an ad to serve that meets the floor CPM. Passback tags in display were not efficient and often led to both a loss of impressions and an increased page load time with 9-12 server redirects for every ad call. Rather than doing away with display’s passback inefficiencies […]