AppNexus and Rubicon Project have announced the creation and launch of Prebid.org, Inc., an independent organization dedicated to the development and promotion of open-source header bidding solutions and other open-source tools to drive publisher monetization. A collaborative effort of industry partners, Prebid.org is open to all parties advocating for unbiased and efficient monetization solutions and a digital advertising ecosystem that thrives through fair competition
Victor Hammarstrand is joining Netric as our new Account Director. Following stints at IUM, where he was Programmatic Strategist, and Joinville before that. We caught up with Victor to get his thoughts on programmatic in the Nordics from the buyer’s perspective
With the rise of header bidding especially, our field has arguably become more complex than ever – despite our own efforts to educate and explain how it doesn’t have to be this way. And we believe the addition of nToggle’s smart tech and people is another important step towards a clearer, more effective and profitable marketplace all round.
Christopher started his career on the publisher side, with stints at Expressen and Bonnier, then switched over to ad tech, where he has worked on both buy and sell side, most recently with Sizmek and Ooyala. He has also worked as a consultant, so has a good overview of the entire market, and seeing the industry-wide impact of programmatic and online video.
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.
“Perhaps we need a directive from the IAB to standardise how we explain programmatic adoption, so we can truly compare different markets.”
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.
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.
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.
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.