Audience segmentation is a pivotal strategy in digital advertising as it helps target a specific audience with precision, creating a major impact and bringing in a higher revenue. With the impending removal of third-party cookies by Google, understanding available audience segmentation tools is more crucial than ever. This article delves into the intricacies of audience […]
In the ever-changing AdTech landscape, attention metrics have emerged as a pivotal solution for advertisers seeking to maximize the impact of their ad campaigns without tracking cookies. While traditional metrics like viewability rate offer valuable insights, they fall short of capturing real user ad engagement. Attention measurement solutions delve deeper, providing a comprehensive understanding of […]
Understanding the complex mechanisms behind programmatic advertising auctions is not an easy task. With the introduction of mechanisms for selling ad inventory, such as header bidding and real-time bidding, it becomes important for publishers to understand how to get the most out of their ad inventory. And this is where the bid request and bid […]
The latest trend adopted by media publishers? Traffic shaping. This technique, which selects demand partners according to a number of criteria, increases advertising profitability, improves media loading times and reduces the digital carbon footprint of the publisher and the programmatic industry. More explanations in our article. What is traffic shaping? In programmatic advertising, SSPs (Sell-Side […]