How Footer Bidding Can Be A Tool To Navigate Core Web Vitals

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Premesh Purayil, CTO, Freestar. As we all know, Google’s Core Web Vitals scores and related changes to search result prioritization have thrust site speed and user experience to the forefront for all publishers.  Ask any developer at a digital media company why their page loads are slow and they will almost always point to the ads. Since completely removing ads from the internet obviously isn’t the answer, finding the…

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​​Why The Delay In Cookie Demise Should Not Defer Publishers’ Return To Power

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Erik Matlick, CEO and co-founder, Bombora. Google’s decision to delay third-party cookie deprecation may feel like a life raft to many in the ad industry, but the longer timeline feels bittersweet to publishers. Endemic and quality news publishers had been embracing the paradigm shift that would result from cookie deprecation. For years, these publishers saw their data leak through the programmatic pipes into the hands of the exchanges, demand-side…

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Programmatic Guaranteed’s Shot To Solve For The Loss Of Identifiers

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Felix Zeng, head of programmatic at IBM Watson Advertising. The downward-sliding scale of third-party identifiers is leaving publishers and marketers scrambling to figure out what will replace the digital currencies that we’ve relied on for decades. We now must ask ourselves: Are we going to be complacent with accepting walled garden dominance, or will we take control of our own destinies? With so many companies frustrated by the dramatic…

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Email Ad Monetization Will Get Harder With iOS 15

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Chris Shuptrine, VP of marketing for Kevel. Email ad monetization will forever change when Apple officially releases iOS 15 and Mail Privacy Protection (MPP) this fall.  This new feature will apparently send all emails opened with the Apple Mail app (regardless of what email service is used, like Gmail or Outlook) to a proxy server that will pre-load all content, including any impression or tracking pixels, according to Litmus.  This…

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The Unintended Consequences Of Brand Safety  

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jed Hartman, US President, Channel Factory. The evolution of digital media has unleashed a number of unintended negative consequences. Just to rattle off a few examples: The quest for impression-based scale led to advertisers buying impressions that would never be in view; the quest for clicks gave us clickbait, click farms and fraud; the need for TV-like engagement and impact brought about interstitials, superstitials and annoying ads, which created…

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Sensical Takes An Algorithm-Free Approach To Kids’ Streaming

“The Sell Sider” is a column written by the sell side of the digital media community. Common Sense Networks, the for-profit arm of news media watchdog group Common Sense Media, launched its free ad-supported streaming service Sensical for children less than a month ago, touting higher standards around child safety and learning compared to algorithm-driven platforms, such as YouTube Kids. The new service is algorithm-free and includes 15,000 hand-picked videos organized into 50 channels. Sensical is being distributed via iOS, Android, Roku, Amazon Fire TV and Apple TV. A distribution deal with Vizio and…

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The Case For Taking The Privacy High Road

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by David Kohl, President and CEO, TRUSTX In the few weeks since Google took its foot off the gas on deprecating Chrome third-party cookies, I’ve been encouraged that publishers and advertisers still appear to be pushing full-speed ahead on alternatives. However, with billions of dollars in ad tech shareholder value on the line, there seems to be a lot of pressure to iterate on the status quo when nothing short of…

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How The Media Trust Is Helping CTV Publishers Filter Unwanted Ads

“The Sell Sider” is a column written by the sell side of the digital media community. As more inventory becomes available programmatically in CTV, the issue of ad quality is coming up more often. Publishers, concerned about the messaging in ads being delivered, increasingly rely on DSPs and SSPs to filter out ad content that may violate policies on lingerie, tobacco or gambling ads. A failure to screen those violations could lead to those platforms losing, or having limited access to, CTV inventory. To address this challenge, The Media Trust…

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Ranker One Step Ahead Of A Cookieless Future With First-Party Data

“The Sell Sider” is a column written by the sell side of the digital media community. Google announced last week that it was delaying the phaseout of third-party cookies by nearly two years. But instead of dragging their feet to prepare for the inevitable, there’s another reason why advertisers should move away from third-party cookies sooner than they have to: The data is unreliable. “We all know that it’s kind of garbage,” said Dana OMalley, national VP of sales at entertainment website Ranker. Even at tech giants like Google, ad…

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Why Publishers Need Walled Gardens—With Lots of Entry Points

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Sahil Shah, head of programmatic sales, in North America for Future plc. The phrase “walled garden” has carried a negative connotation in the advertising space for a while. It evokes exclusivity, a lack of interoperability, and the specter of Big Tech exerting control over the ad industry. These days, more publishers are considering walled garden approaches of their own as they compete for ad revenues and put to use their…

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