Tapad Head of Nordics Steffen Svartberg on how cross-device tech benefits publishers

We all know people are consuming media across an ever more diverse range of screens and devices. But are publishers and advertisers keeping pace? Are cross-device campaigns in their current state accurate? And why is this all so vital for publishers to keep pace with the likes of Facebook and Google? For the answer to these questions and more, we spoke to Tapad Head of Nordics Steffen Svartberg.

YouTube-gate, Brand Safety and the Human/Tech Solution

YouTube-gate, Brand Safety and the Human/Tech Solution

it’s interesting to note how quickly the discussion around what we will call here 'YouTube-gate' developed. At first, some suggested that with 400 hours of video uploaded every minute, there was just no way of getting round the issue. Then, within a matter of days, Google apologised, announcing improvements for advertisers, and even ‘artificial intelligence-powered filtering’ to follow.

Video Options for Publishers Multiply – What’s your Route?

Video Options for Publishers Multiply – What’s your Route?

For non-broadcast publishers, creating digital video has long been an option. But also a challenge. Up until now, many of us had good reason to hold back from launching a full-blown video offering - citing resource demands, investment and ROI. The thing is, while many of us have been sitting back, in cruise control – the road has gone from a single track, to a six lane motorway.

Header Bidding: Baby Steps, Big Change on the Horizon

Header Bidding: Baby Steps, Big Change on the Horizon

With header bidding, all of the above-mentioned demand sources compete with each other in real-time, so pricing, as well as allocation of relevant supply is brought back to the present. In other words, it’s smarter, more efficient – set up to properly optimise ad serving split between a range of different sources.

2016 Review: Reasons to be Cheerful, Reasons to be Fearful

2016 Review: Reasons to be Cheerful, Reasons to be Fearful

More than 70% of US digital ad spend was transacted programmatically this year. A similar number to the UK, with France also close behind on 64%. Sadly, eMarketer doesn’t yet do Nordic Programmatic market stats. But if they did, we still think the picture would be pretty different – more around the 25% mark across the board. 

Platform161 COO Marco Kloots on the State of Programmatic in the Nordics

"Fraud on Netric/Rubicon Project’s platform is especially low – and it’s a leader in terms of quality. For others in this space, we’ve seen more than 40% of inventory as fraud. We don’t think it’s on purpose, but rather because people don’t know, or don’t want to know."