Google’s shift to first price auctions creates more transparency for media buyers and sellers – but financial risk for advertisers or tech platforms that aren’t yet prepared to bid in a first-price environment. IPONWEB is promoting its Optimal Price Discovery service to help programmatic buyers bid effectively in the first-price world. Buy side partners currently […]
PubMatic, the publisher-focused sell-side platform (SSP) for an open digital media future, released a commissioned study conducted by Forrester Consulting, which found that buyers are allocating nearly a quarter of digital advertising budgets to mobile apps to capitalize on increased targeting and customer engagement, despite concerns about in-app fraud and measurability. The findings of this […]
Smaato, the leading global real-time advertising platform for mobile publishers and app developers, announced that their Automated Traffic Curation (ATC) product significantly reduces costs of programmatic bidding for Demand Side Platforms (DSPs). The machine learning technology, which has been active and improving for the last year, culls less relevant inventory before reaching a demand partner’s […]