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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Andy Goldstein brings 23 years of financial experience to help support and scale Purch’s progressive publishing model 

NEW YORK, December 15, 2016 – Purch, a digital publisher that connects content to commerce, today announced the appointment of Andy Goldstein as Chief Financial Officer. Andy will bring strategic and financial leadership to Purch’s growing business, managing and optimizing the company’s diversified revenue streams.

“Purch’s diverse business model, recurring relationships with marketing partners, and the development of its member-based revenue streams make it arguably one of the most progressive digital publishers operating today,” said Greg Mason, CEO at Purch. “Andy’s varied experiences and capabilities will bring fresh insights to build upon Purch’s strong growth, profitability, and will further the evolution of our next-generation publishing model.”

Most recently, Andy served as executive vice president and CFO of the New Jersey Devils,Philadelphia 76ers and the Prudential Center Arena. He comes to Purch with 23 years of experience across the media and sports/entertainment industries and is skilled in managing strategic finance and accounting for private equity portfolio companies and  operating divisions of public companies ranging from $100MM to $2B in total revenue. Andy has held positions as EVP/CFO at InterMedia Outdoors, Inc., VP/CFO at Primedia Inc., and Director of Business Affairs at Sesame Street.com.

“Purch has many qualities that attracted me to it -  great content, commitment to users, scale -  but none more appealing than its unique and progressive publishing model, underpinned by its ambitious outlook on the future of content and commerce,” said Goldstein. “The company’s investments in developing its own Publishing Technology stack and other technology-enabled services are far beyond what others in the space are doing.  I look forward to driving increased profitability and accelerating growth for this innovative company.”

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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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