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Ad first looks, big-time pub programmatic growth, and Forensiq fraud

• Knowledge Base
• Advertising Technology

by John Swartz - Aug 22, 2014

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Deciding which advertising partner gets first look isn’t easy, big-time publishers are putting more resources into their programmatic buying strategies, what’s helping find fraudulent traffic, how open systems are increasing performance, and find out what’s causing massive programmatic growth across display, mobile and video channels.

Here are a few highlights from some of the industry news we came across this week …

• Who Gets First Look? (MediaPost) — Publisher ad inventory is valuable, and every ad partner wants to get that first look — a look that can garner 10 times the performance, this article says. But who gets it? Read on for some solutions and tips on making that important call.

• A New Addition to the C-Suite: Chief Programmatic Officer (AdAge) — It’s only natural to look at the biggest and the best and hope for insights into how they got to be, well, the biggest and the best. This is certainly true for ad-supported online publishing. Take a look ad how top-tier publishers like AOL and WaPo are putting increased resources into programmatic buying.

• Fraud-day With Forensiq: Detection Requires A ‘Holistic’ Approach (AdExchanger) — Fraud is certainly a hot-button issue in online publishing. Check out how reporting service Forensiq is helping the online advertising landscape by being proactive instead of reactive about fraud detection.

• Open Programmatic: Let The Network Do Some Of The Work (MediaPost) — As programmatic companies are working closer with their data partners, performance is on the rise. Those new data-driven open systems are leading to the growth of premium programmatic. Also, find out how they can lead to transparency in terms of price, cost and performance.

• Programmatic Growing Fast in Display, Mobile And Video Categories, But For Different Reasons (AdExchanger)— Programmatic buying is growing by leaps and bounds, and many in charge of the spending say they’re going to see those budgets increased in the future. As growth is relatively consistent across multiple adverting channels, the cause for that growth isn’t as consistent.

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