Whiteboard Video: Standard Tags Must Die
Sep 07
Video
Tag: latency
AdMonsters: What’s Ahead for the Header
“I hate the term header bidding,” a friend and industry resource told me over a cold beer. “It’s too catchy—it sounds like another piece of ad-tech buzzword BS.” I’d argue “tagless tech”—the first name I heard in reference to header-based executions—was far worse (and horribly untrue). But my friend’s dislike really stems from the ad ...continue reading
Mar 07
Press
Replacing Inefficient Ad Libraries With More Prominent Solutions
As a programmatic platform, header bidding is moving toward creating “zero latency” for ads, and minimizing the work of the ad server. Consolidating ad libraries currently represents one of the major problems for wrapper integration in header bidding. While ad servers are relatively similar, the implementations of ad stacks are different for every publisher, often ...continue reading
Jun 15
IX Perspectives
Time and Distance: How Proximity Optimizes for Latency
To realize the goals of programmatic, the ad tech industry has agreed on co-locating exchange and buy side trading technologies in the same physical locations. This has afforded us a latency advantage that allows a buyer to return a bid to an exchange in as little as a few milliseconds. By offloading this intensive work ...continue reading
Mar 11
IX Perspectives
Header Bidding: It’s All About Latency
Header bidding is barely out of its infancy, but it has quickly proven to be a powerful programmatic technique to drive revenue and maximize yield for publishers. While there is a great deal of financial incentive for publishers to implement a header bidding solution, Ad Ops and Product teams are still getting comfortable introducing them ...continue reading
Feb 26
IX Perspectives