Paleo AdTech
DECEMBER 10, 2023
Tom co-founded the Data Management Platform (DMP) Krux in 2010, and it was acquired by Salesforce in 2016 and became part of its Marketing Cloud. Rapt was acquired by Microsoft as part of its impressive ad tech acquisition binge in 2007-08, when it also swept up aQuantive, Ad:ECN , and more.
Digiday
JUNE 6, 2022
It’s launching its own supply-side platform — that ad tech publishers use (but don’t tend to own) to maximize the worth of their impressions. Successful as Concert has been since it launched in 2016, most of the dollars spent there have come via direct deals i.e. not programmatic. As ever in ad tech, the devil is in the detail.
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Paleo AdTech
APRIL 4, 2023
Tom co-founded the Data Management Platform (DMP) Krux in 2010, and it was acquired by Salesforce in 2016 and became part of its Marketing Cloud. Rapt was acquired by Microsoft as part of its impressive ad tech acquisition binge in 2007-08, when it also swept up aQuantive, Ad:ECN , and more.
Clearcode
SEPTEMBER 1, 2022
Demand-path optimization (DPO) is the process of evaluating and improving the way advertisers buy ad space from publishers. The most important benefits for publishers are increasing transparency in the media-supply chain and eliminating bad actors, e.g. ad fraudsters. Key Points. How Does Demand-Path Optimization Work?
Automatad Inc.
JANUARY 29, 2023
Header bidding was conceptualized in 2014 and went mainstream in 2016. Each demand source responds with a bid, typically expressed as a CPM (cost per thousand impressions) or CPC (cost per click) offer. GPT calls the Google Ad Manager ( ad server ) and sends the secured bids for secondary auction.
MediaFuse
JUNE 17, 2017
In April of 2016, Google turned the ad tech world on its head when it announced that it was in the process of testing a pilot program that would give all bidders equal footing in the competition for ad inventory on websites. Historically, it has been used by competitors of Google to reclaim their stake in the auctions.
Lemonads
JANUARY 3, 2021
RTB is mainly a way of transacting media that allows an individual ad impression to be put up for bid in real-time. DSPs are connected to the ad exchange which is used by advertisers to respond to these bid requests based on the perceived valuation of that inventory. You’ve just landed in the right spot! And OpenRTB?
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