The end goal, after the tech details are hashed out, is to bring needed efficiency to the ad-bidding world — and allow the many small players to compete without having one standard imposed from above. That one standard from above, of course, would be via Google. The digital ad system is developing into two camps: Google and everyone else. Google is working to build an end-to-end system, one that is often painted by competitors as “closed.” (Think Apple’s approach with iOS.) Others, including the proposed Microsoft-Yahoo-AOL alliance, are banking on an open approach.
The IAB’s head, Randall Rothenberg, announced the support for the standard yesterday at an OpenRTB Town Hall. (I moderated the discussion.) Participants in the meeting wasted little time criticizing Google for holding back support for the standard. Google group product manager Scott Spencer asserted Google does favor open standards, only it wants the best protocol used. He also noted the meeting was the first time Google was invited.
The skirmishes are part of a bigger game of positioning how the emerging ad-tech landscape will shake out. Another interesting non-supporter of the standard: AppNexus, which is emerging as a force on the bidding landscape. It was a member of the OpenRTB group but then dropped out.
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WTF is cookie stuffing?
Fraud is a well-documented pox on digital advertising, but it’s also an issue for publishers and marketers working together on affiliate marketing deals, too. One of the more tried-and-true techniques is cookie stuffing.
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Publishers report Q1 ad revenue is pacing 10-25% behind forecasts
Publishers are facing a slow start to Q1 and sales teams have a lot of work to do to regain lost time.
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Bloomberg, Axios, Politico, other business publishers rethink subscriber retention during the economic downturn
Premium publishers, like POLITICO, Axios and Bloomberg, have to make sure their fees are still considered a necessity as readers recalculate their spending and companies recalculate their expense budgets.
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SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
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Why Vice, BBC, WaPo, others see new TikTok teams as the next wave of specialist publishing talent
As news publishers craft their TikTok strategies, Digiday spoke with the BBC, Vice, The Washington Post and LADbible to see who’s really behind the posts.
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Digiday+ Research deep dive: Publishers anticipate a big drop in ad revenue this year
Digiday's survey found that publishers are not feeling great about advertising revenue as 2023 kicks off, with attitudes toward subscriptions and e-commerce shifting as well.
