Condé Nast has sold programmatically for years. It was the first publisher to open a private marketplace, circa 2010. Over the last two years, the publisher is trying to take it to the next level.
But unlike Forbes, which violates the Better Ads Standard in several ways, Tronc-owned publications might have relatively straightforward remedies. Andrew Casale, CEO of Index Exchange, a technology company that helps publishers serve ads, said it’s likely that Tronc is only doing “one thing wrong” on its sites and thus should be easy to correct.
Smartology sets up private marketplaces to buy programmatically through Google Ad Exchange and it recently added Index Exchange as a second partner. Smartology originally tried to run the campaigns through DFP First Look, but saw more inventory after switching to preferred and private marketplace deals on Google’s platform.
Those that impressed the panel and nominated are: AdCellerant, Cadreon, Choozle, Collective, Index Exchange, Iponweb, MediaMath, Metamarkets, OpenX, Rubicon Project, The Exchange Lab, The Trade Desk and Triton Digital.
Programmatic advertising’s transparency bandwagon is getting crowded, with agencies, brands, publishers, vendors and industry groups all braying for a cleanup of the supply chain. One initiative that has the ad tech die-hards atwitter is the awkwardly named ads.txt. The Interactive Advertising Bureau Tech Lab introduced ads.txt last month as a tool that can help ad ...continue reading
Last week’s announcement from the IAB introducing the ads.txt initiative comes at a time when brand safety and clean supply chains are under an intense spotlight. A public record of Authorized Digital Sellers (ADS) will make it harder for bad actors to introduce tainted or stolen inventory into our ecosystem, taking advantage of publishers and ...continue reading