The latest insights for publishers, from our team
Around 90% of large publishers run header bidding in some form and, for many of them, it’s something that was set up once years ago and has barely been touched since. This guide is the one we wish existed when…
For much of the last decade, premium publishers could run an inefficient ad stack without really feeling its impact. Any loss through inefficiencies was masked by traffic growth. If organic volumes grew 8% and the programmatic stack leaked 3%, the…
This week, Publicis, one of the world’s largest advertising holding companies, told its clients it can no longer recommend The Trade Desk as a demand-side platform. The decision followed an independent audit by FirmDecisions, which found that The Trade Desk…
On 30 April 2026, Microsoft will shut down its Prebid video cache. Publishers running Prebid video ads alongside Google Ad Manager will need to have made changes before that date. Without them, video ad calls will return VAST errors and…
The digital advertising ecosystem is moving toward its next technical milestone. By 28 February, all publishers, their vendors and and consent management platforms (CMPs) must transition to the IAB Transparency and Consent Framework (TCF) version 2.3. This is not a…
Digital ad campaigns cost companies millions per month to ensure their ads are viewed online by as many people as possible. But what if these views were not in fact real people? What if your company was unknowingly wasting money…
Programmatic advertising refers to the process of using automated technology to buy and sell digital advertising space. Programmatic advertising utilises technology, algorithms, and user data to serve targeted advertising that improves advertising efficiency and overall user experience. Automating the process…
Contextual advertising shapes every online browsing experience. From the ads that we are served, to the way that we move through a website, or conduct an online transaction – the underlying principles of contextual advertising are always present. As advertising…
Ad server technology plays an essential role in the digital advertising ecosystem for advertisers and publishers alike. In 2022, tech-led digital advertising rhetoric centres around adtech platforms such as supply-side platforms (SSPs), demand-side platforms (DSPs), and ad exchange networks. However,…
Page RPM is the rate that an advertiser pays the publisher following every 1,000 ad impressions viewed per page. Publishers can calculate Page RPM by dividing the estimated revenue by the number of page views they receive and then multiplying…
Exchange bidding in dynamic allocation, otherwise known as Open Bidding, is an auction hosted by Google where ad exchanges and SSPs bid on publisher ad space. The auction occurs within the ad server and not the user’s browser. The introduction…
A data management platform (DMP) is a tool used in programmatic advertising to collect, organize, and analyze data from various sources. This data can include information about users, their behaviors, and their interactions with ads. DMPs are typically used by…
An ad tag is a piece of code that is used to display advertising on a website. Ad tags are typically placed on websites by ad networks, which are companies that specialise in online advertising. Ad networks work with advertisers…
Malware is short for malicious software, and it refers to any software designed to disrupt computer operation, gather sensitive information, or gain access to private computer systems. Malware is usually hidden within seemingly harmless files and programs that have been…
Ad tech is changing the way that advertisers and publishers buy and sell advertising inventory online. Gone are the days where advertisers and publishers would exchange emails or sit down in meetings to buy and sell inventory. Now, thanks to…
Header bidding has changed the way that publishers auction inventory and effectively increased yield thanks to free-market competition. A recent study from Statista found that 76 percent of publisher sites worldwide are currently using header bidding as part of their…
Supply Side Platforms (SSP), or sell-side platforms, are technology platforms that enable publishers to manage advertising inventory and populate their website or media platform with advertisements. By managing advertising space in real-time, publishers are able to provide more accurate, granular…
LAST UPDATED: 5 March 2021 For decades, the internet has been underpinned by the humble browser cookie—a small data file installed by a web browser on a user’s computer as they browse the internet. These seemingly innocuous little files have…
Effective Cost Per Mille or eCPM is a metric used by publishers to track performance and advertising revenue based on the number of impressions on their site. eCPM allows publishers to effectively estimate future revenue using indicative benchmark figures and…
vCPM is an advertising pricing model that measures how often users view an ad on a page rather than how many users see the whole website. It is a more detailed metric that changes the way publishers can earn revenue…
CPM or ‘Cost Per Mille’ is a key advertising metric that is used by advertisers and publishers to measure the cost per thousand impressions. In simple terms, CPM refers to the price that advertisers must pay publishers to put their…
In May of 2020, Google announced the latest in its algorithmic updates, focusing on what it has dubbed Core Web Vitals. Set to go live in May of 2021, this algorithm update will include a consideration called Page Experience, which…
Just when publishers had wrapped their heads around the Interactive Advertising Bureau (IAB) Tech Lab’s anti-fraud initiative, ads.txt, it was announced that two new supply path optimisation (SPO) mechanism’s was being released—sellers.json and the related OpenRTB SupplyChain object (SCO). This…
If you’re an online publisher who runs a header bidding wrapper on your website, chances are you’ve come across an ad tech vendor or network asking you to install their ads.txt on your site. In this article, we look at…
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