A publishing executive, speaking under the condition of anonymity, recently told a story that has industrywide implications. Despite putting only 20,000 daily video impressions in the open market, this executive said, some advertising partners had purchased over 100,000 daily video impressions that they had believed belong to the publisher.

Mike Hannon, vp of yield and revenue optimization at Purch, said that to prevent these kinds of theoretical blunders, publishers should only work with vendors who accept and respect their agreed upon terms. He added that publishers should make it clear that they specifically prohibit inventory reselling if that is something that concerns them.

“The biggest thing is to have that conversation and make some phone calls to see what is happening,” Hannon said. “Any one of the big SSPs can find out where impressions are coming from. … So be careful of where you are putting out supply.”

Read more: http://digiday.com/publishers/ssp-arbitrage/

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Ad tech had a mixed year.

Venture capital for ad tech slowed down, while mergers and acquisitions rose. And as fake news became one of the hottest topics in the media industry, it became more apparent than ever that some ad tech companies profited from proliferating fake news while others banked on preventing ads from reaching fake-news sites. But within the diverse industry of ad tech, several companies stood out, for better or for worse.

Here are the biggest winners and losers in ad tech this year.

Winners
Measurement and verification companies
The rise of fake news provided brand safety vendors with an opportunity for some good PR. As dubious content spread rapidly and Facebook continued having measurement errors, companies like Moat, Trust Metrics and Integral Ad Science became more in demand.

“Measurement and verification companies should be having no problem finding interested customers,” said Eric Franchi, co-founder of ad tech firm Undertone.

Purch
The tech network, which publishes Top Ten Reviews and Live Science, expanded its data science team in an effort to improve its commerce strategy. It has also been an early adopter of server-to-server connections, and developed a new reader-engagement score that is meant to replace the timeworn pageview.

“Purch is really one of the few media companies who are investing in proprietary ad tech, and they’re doing it right,” said Todd Garland, CEO of digital ad network BuySellAds.

Read more: http://digiday.com/platforms/ad-tech-winners-losers/

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Content marketing company Purch has partnered with Index Exchange for a new server-to-server integration for video header bidding, a tie-up it hopes will it maximize monetization opportunities while still not detracting from consumer experiences.

The integration will allow Purch to simultaneously auction banner and video ads with unlimited demand sources without adding any extra latency on the page, according to the pair.

Purch claims the development will ultimately improve transparency and competition, as many advocates of header bidding argue that adoption of the technology can help them open up to demand from third-party ad exchanges, thus reduce their reliance of the internet’s dominant ad stack (ie Google’s DoubleClick), thus reduce their reliance on ‘waterfalling‘.

 

Read more: http://www.thedrum.com/news/2016/12/14/purch-partners-with-index-exchange-new-chapter-video-header-bidding

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Publishers don’t have an easy ride; and with so much to navigate in a constantly changing digital environment, the challenges they face become greater and more pronounced. How can publishers win in a world where Facebook and mobile apps seem to rule the roost? ExchangeWire speak with Phil Barrett (pictured below), SVP & GM, Purch, about where publishers should place their focus to achieve success in the long term.

ExchangeWire: How should publishers approach their relationships with walled gardens, such as Facebook? Are they working for or against publishers?

With approximately 40% of mobile app time spent on Facebook, publishers must access that audience, but they need to do so cautiously and strategically. While Facebook is certainly an effective vehicle to help drive users to publishers’ sites, becoming too reliant on a third party for traffic can be risky – just look at what happened to Buzzfeed when Facebook changed their algorithm.

In quantifying ROI within these walled gardens, publishers must figure out how to make their business model and revenue lines fit into Facebook’s platform and then compare it against the right metrics. For example, at Purch, we separately analyse our mobile and desktop engagement results. We’ve found that comparing results from Facebook Instant Articles to Google AMP and mobile web, for instance, helps us make informed decisions on where to invest in each platform.

Publishers should recognise the value in the Facebook Network as it provides decent monetisation, generally speaking, but the real ROI will come from Audience Acquisition (ex: lead generation, email signups) and Direct (native and affiliate) within FIA. That’s where publishers will see the long-term value from walled gardens.

Read more: https://www.exchangewire.com/blog/2016/12/09/publishers-need-ready-wether-like-not-qa-phil-barrett-svp-gm-purch/

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