How the Ad Exchange Figures into a First-Price Model

Programmatic auction dynamics are changing, with a simple, first-price model rapidly replacing the second-price mechanism on which real-time bidding was built. Once the first domino fell, and AppNexus, Rubicon, and Index Exchange began pushing auctions to the first price, it became a market imperative for all SSPs to follow suit in order to sustain a competitive landscape. In accordance […]

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Muted Ad Spend Ahead of GDPR- The Industry Reacts

  Encouraged by positive returns from previous digital marketing campaigns, panelists continued to step-up their adoption of internet advertising during the latest quarter. The Q1 survey results indicated that internet marketing spend was raised for a 35th successive quarter at the start of 2018, albeit at a slower rate. Whilst once again the strongest of […]

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Study Shows Surprising Below the Fold Engagement

  The study, from publishing technology firm Sovrn, looked at over three billion engagement events covering 130 million page views, across more than 400 websites. Using a new form of measurement, Viewable Engagement Time (//Signal), Sovrn gained deep insight into how audiences spend their time online, and tested various hypotheses regarding audience engagement. Sovrn discovered […]

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