My 2015 Wish List


19 Dec, 2014 by Rodney Mayers


It's that time of year and with it comes many 2015 Predictions from people you know and don’t know. As a colleague of mine puts it, the ad-tech industry has it’s own Chinese calendar. The Year of Mobile, The Year of Video, The Year of the Rat (Fraud), The Year of [Insert hype cycle]. I never have the time to go back and check on all of these wise prognostications so I decided to create a wish list of what I’d like to see happen next year instead. Wish me luck. I’m dreaming of a non

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The In-House Trend: A Symptom, Not the Disease


29 Sep, 2014 by Rodney Mayers


A recent AdExchanger post by Joanna O'Connell raised a question about whether Sir Martin Sorrell, CEO of WPP, was right or wrong in his dismissal of the trend of brands taking technology "in-house". Having read both articles, it raised other questions for me that presents this trend more as a symptom of something telling about our industry. The question is not whether Sir Martin is right or wrong; it may have more to do with what type of industry we have sown. After billions of dollars of investment, what we are left with is an environment of such mistrust by

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Ad Fraud: Let Us Count the Ways

A recent Wall Street Journal article proclaims that one third of ad traffic is bogus. The usual culprits brought up in this context include non-viewable impressions, ad injection, botnets, and click-fraud. Proximic’s definition of fraud includes buying blind inventory, buying low quality pages, and lack of performing ongoing (daily) post-campaign analysis. Digital Media buyers must think carefully before they buy. For example, why buy inventory that is completely blind? Blind inventory is any ad impression that has no referring URL or when the referrer points to an ad server, and not to the original content. Buyers are apparently only

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Quality Data: Getting rid of Clutter


21 Mar, 2013 by Proximic


A significant portion of today's online inventory is a hot mess of links, fragmented content, graphics, unrequested video, and floating banners. If the cognitive dissonance is too strong, the audience quickly moves on. The skipped ads may have counted as viewable, but the user never noticed them. Quality Data provides additional dimensions to deep page-level analysis and cover three main components: Page Quality: Analyzes the overall page quality by describing the layout of the page. The evaluation is comparable to how major search engines assess the value of a page before making that page part of their search indexes. Noticeability:

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AppNexus' 30 Apps in 30 Days: Proximic Agents


08 May, 2012 by Proximic


From the AppNexus Blog: Proximic has made their powerful contextual data more accessible for your media buying efforts with the Agents App. The app lets you create and manage Proximic Agents which work continually to scan all available inventory on AppNexus based on specific criteria your set and return only impressions that match your requirements. http://blog.appnexus.com/2012/day-23-proximic-agents-app/

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