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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By Tobi Elkin, Media Post

Purch, a digital content and commerce firm, on Wednesday  announced a new server-to-server integration for video header bidding in partnership with Index Exchange. The integration aims to reduce latency issues to offer a better online experience for consumers, while also improving transparency and competition for both publishers and third-party exchanges.

While header bidding is known to reduce latency compared to the traditional tag-based waterfall, server-to-server integrations represent the next step in the evolution of bidding on inventory. Through the new integration, Purch can simultaneously auction banner and video ads with unlimited demand sources, without adding extra latency on the page.

“We’ve invested in building our own solution to connect to multiple exchanges via server-to-server connections, which we believe is inherently faster and leads to a better experience for our users,” John Potter, chief technology officer, Purch, told Real-Time Daily via email. “Through the Index Exchange partnership, we’re expecting a 30%-50% increase in yield.”

Potter added that most of the industry still relies heavily on a traditional header bidding approach, which runs on the client side and can affect site speed and performance. Server-to-server integrations enable multiple bids to be collected in the background without impacting a consumer’s online experience. Bid responses are also believed to be faster, resulting in more competition between bidders and higher revenue. With the new integration, “We’ve now taken this a step further, bringing this technology to video, an area of programmatic that is far behind display,” Potter said.

Read more: http://www.mediapost.com/publications/article/290278/purch-launches-server-to-server-integration-for-vi.html

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New video advertising capabilities improve user experience, reduce latency on sites and increase ROI

 NEW YORK, December 7, 2016 – Purch, a digital publisher that connects content to commerce, today announced a new server-to-server integration for video header bidding in partnership with Index Exchange, the principled ad exchange for publishers. These new capabilities, built upon years of Purch’s programmatic innovation with standard media, reduce latency issues, resulting in a better experience for users, while also improving transparency and competition for both the publisher and third-party exchanges.

“One of the biggest challenges to publishers is to balance greater monetization with a positive user experience. At Purch, we’ve always put the interests of the user first,” said John Potter, Chief Technology Officer at Purch. “Instead of taking the more common approach to video header bidding, we’ve invested in building our own solution to connect to multiple exchanges via server-to-server connections, which is inherently faster and leads to a better experience for our users. Through the Index Exchange partnership, we’re expecting a 30-50% increase in yield.”

While header bidding significantly reduces latency compared to the traditional tag-based waterfall, server-to-server integrations represent a new chapter of advancement. Through this integration, Purch can simultaneously auction banner and video ads with unlimited demand sources – without adding any extra latency on the page.

“While we’re almost a full decade into the era of programmatic for display, innovation in the programmatic video supply chain has lagged behind, often still widely reliant on the waterfall model. In the case of Purch, we’re witnessing a level of innovation not yet seen in typical publisher video monetization models,” said Shael Fryer, VP of Enterprise at Index Exchange. “Purch is ensuring they are maximizing their transparency within the bidding landscape which will ultimately garner a better ROI.”

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It was ALL IN THE WRIST when comic strip artist Chester Gould first outfitted Dick Tracy with that two-way radio-watch back in 1946. And it’s still all in the wrist today, as manufacturers try to dazzle us with new gadgets. Yahoo tech columnist David Pogue takes their measure:

The history of computers has been a steady march towards smaller. Computers were once the size of rooms, then the size of TV sets, then the size of phones.

In fact, computers are now so small, they can nestle quite nicely on your wrist. Eat your heart out, Dick Tracy!

“One good way to think about it is a companion for your smartphone,” said Mark Spoonauer, the editor-in-chief of Laptop magazine, “’cause a lot of us look at our phone up to 100 times a day. So a smartwatch could actually save you time.”

Spoonauer has reviewed most of the first smartwatches. He showed Pogue the Pebble Steel, to which you can directly download apps from the Pebble AppStore or iTunes.

“There are some big names behind it, like CNN, ESPN and Yelp,” said Spoonauer.

You can receive texts (but not send them). “That’s why it’s more of a companion and not a replacement to your smartphone,” said Spoonauer.

Watch more

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