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Last year Facebook announced it would stop running Atlas, purchased by the company just 3 years prior, as an ad server. This decision signaled a move away from trying to build a product to directly compete with Google DoubleClick. Instead, they’d hone in on the strongest piece of their Atlas offering: their audience data. Fast forward to 2017, when, Facebook entered the header bidding game, opening up their Audience Network data to select partners. Notably, Amazon, who is looking to make digital advertising a “meaningful part of the business”in 2017, is included on Facebook’s list of approved partners. Both companies are setting their sights on the reigning king of advertising: Google. So who will win? Here’s a look at what’s going on with the three heavy-weights.
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In an average day, 80% of us will use a smartphone to perform a search, send a text, or check social media. According to a recent study by Google, in that same group of people, a whopping “40% of people search only on a smartphone in an average day as they look to meet immediate needs”. These numbers make it very clear that publishers need to focus more than ever on improving their overall mobile experience and specifically mobile advertising. Here are 5 things to keep in mind: 

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Any time a powerhouse like Facebook or Google launches a major product, publishers know they have a big new project on their hands if they want to be involved. For the next year or more, they must earmark significant time and resources to develop a strategy, track initial results of adapting, and results over time – which truly show how their business is being affected by the initiative. Is it worth the undertaking to be an early adopter? 

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If you’re a publisher, there’s one question that’s always top of mind no matter what kind of content you produce or how long you’ve been in business: How can I increase my revenue? In today’s rapidly-evolving advertising environment, there are many answers – but header bidding is the solution that’s arguably produced the most impressive results for our publishing partners in the last year thanks to how it’s revolutionized the auction process.
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