VAST and VPAID are IAB standards that have provided crucial frameworks for the video advertising ecosystem. But what are the differences and where is the industry headed you ask?
Earlier in our audience series, we defined the various types of data. What we haven’t yet explored is the deterministic and probabilistic data models that are used to produce and analyze this audience data.
Over the past few weeks, we’ve covered publisher first-party data, advertiser first-party data and second-party data, but there is still yet another key type of data – third-party data. What is third-party data? Third-party data is any information collected by…
While there is a common misconception that cookies are not supported on mobile, it’s simply not true. However, the functionality of cookies is certainly more limited in the mobile environment than in desktop.
For brand safety reasons, it’s incredibly important that advertisers understand and have control over where their ads are served. Just imagine how a movie ad for Warner Bros. serving on a site promoting pirated content would undermine the Warner Bros. brand. But that is exactly what can happen when advertisers fall victim domain spoofing. Marketers think they are buying ad space on legitimate, brand-friendly sites, but in reality, these ads are running on sites devoted to pirated content and mass file sharing.
Few industries love their jargon more than AdTech. Right now there is a convergence of two trends going on, each laden with their own acronyms, that is causing the creation of even more acronyms. So what are those trends you ask?
Deal ID has emerged over the past few years as a way to individually match buyers and sellers as a part of programmatic ad buying. It’s used in the context of private marketplaces to allow buyers and sellers to negotiate a variety of deal criteria before the deals actually occur. For example, the two parties may negotiate…