With how quickly trends and technology change our digital landscape, digital marketing campaigns can be relatively challenging. Therefore, a marketing strategy needs to be adaptable to succeed. For example, if advertisers only relied on marketing metrics that evaluated the resultRead more…

Bid shading is a technique used by demand-side platforms (DSPs) in AdTech to adjust winning bids. DSPs using bid shading will create an average between the lowest and highest bid on an impression to prevent advertisers from overpaying. Bid shadingRead more…

Programmatic advertising is one of the most popular (and preferred) ways of buying and selling ad space — for both publishers and advertisers alike. The technique uses technology to automate inventory purchasing in a way that cuts down the effortRead more…

Advertising technology, or Ad Tech, has become a staple in the advertising industry for digital ad buying and selling. It underpins the digital marketing strategy used by advertisers to reach their target audiences and facilitates the buying and selling ofRead more…

With rising concerns over consumer privacy, the demise of the tracking cookie, and the increase in the popularity of ad blocking technology, the ad industry has focused intently on recovering money due to lost ads while adhering to privacy concerns.Read more…

It’s a question almost every site owner asks at some point: how much is my website worth? You may be thinking about selling your site or just curious about the value of your online business. The valuation is a combinationRead more…

When an advertiser wants to place an ad on a publisher’s website, the ad insertion order governs the agreement. It details the deployment of an ad campaign and includes dates, pricing, and any ad specifications. Having an ad insertion orderRead more…

With digital advertising, standards and ad tech evolve over time. While there can be significant differences between how programmatic auctions are run and how impressions are awarded to the highest bidder, most advances are favoring publishers these days. Programmatic advertisingRead more…

There’s some debate about how many people actively use adblockers to prevent online ads from being shown. You’ll find statistics saying anywhere from 20% to 40% of online users have installed ad blockers. For example, a study of more thanRead more…

Real-time bidding is the process of buying and selling online ads through real-time auctions. Programmatic buying matches advertisers with available publisher ad units using supply-side platforms (SSPs) or ad exchanges. Once a match is found that meets advertiser targets andRead more…