Pre roll video ads for publishers websites,online business degree cal state,sales marketing plan template free download doregama,audio editing software apk - Review

SAN MATEO, CA--(Marketwired - June 19, 2014) - Today Drawbridge, the leading cross-device advertising platform, announced the ability for advertisers to leverage a supply of premium pre-roll video inventory for effective video advertising across devices via the company's integration with LiveRail, the leading video monetization platform for Publishers. Why does waterfalling or “daisy chaining” exchanges produce additional yield for publishers?
I received a lot of theories following my last dispatch, which examined this mysterious behavior of publishers trying to draw out additional yield. I want to spend a little more time diving into the root causes and implications, since ultimately I think we all want a market that is more transparent, efficient and fair. If we accept that floor-price manipulation is to blame for waterfalling, we must also ask what a floor price is actually supposed to represent. A buyer thinks of a floor price as the minimum price at which sellers are willing to sell an impression.
Buyers think of the sellers like Leia resisting Jabba the Hutt’s grasp, maintaining some dignity and willing to let the impression remain unsold rather than sell below a specific price.
Sellers think of themselves like denizens of Mos Eisley’s cantina, making whatever deal they have to so they can survive in the universe’s most wretched hive of scum and villainy.
To a buyer, the auction has rules, and as long as you work with the good guys, you should get good results. To a seller, each auction is another attempt to gain some yield before Han shoots first.
If an auction only has a single bidder, what price is actually paid when we’re supposedly in a second-price auction? Obi-Wan: I felt a great disturbance in the auction, as if millions of impressions suddenly cried out in terror and had only a single bid. This discussion relies on a key assumption that auctions frequently do not have multiple bids and get reduced to the floor price. Thus was born the “soft floor,” a level at which bids get reduced even in the absence of a second bid.
But wait, why stop there? If an exchange or sell-side platform is paid primarily by the seller and is not subject to any kind of audit, regulation or standard for the proper execution of the auction, how do we know what’s going on here at all?
I have seen SSP contracts that set a specific auction deduction (say 10%), then add on an additional “RTB fee” that is unspecified and at the discretion of the vendor. The evidence accumulated thus far suggests a straightforward solution to our problem: We, as an industry, should move to a first-price auction. When I’ve pressure-tested this proposed solution with thoughtful members of the community, they’ve made the counter-argument that sophisticated buyers know this is all happening and the algorithms adjust automatically. Another related argument in favor of second-price auctions: They remain useful for audience buys and retargeting since those buyers are willing to pay far higher prices. Why, exactly, wouldn’t a bidder prefer clear guidelines for what they will pay over the convenience of just bidding high all the time? We started with talking about waterfalls, and now I’m basically saying everything is wrong and we need to start over. It’s time to develop some guidelines for how auctions should be conducted, a task that belongs on the plate of the IAB’s Quality Assurance Group. Buyers should ask their supply partners about first-price auctions, how floors are set, and whether supply is being waterfalled.
Sellers, ask your exchange about switching to first-price auctions and don’t use soft floors. I'd also suggest publishers take your advice at the end of the article - "Ask your supply-side platforms about fees they take on the buy side and squeeze out the hidden stuff." Those mysterious RTB fees buried in the contractual language are much larger than I think most realize, if to your point, they even read their contract close enough to realize they're present at all.
Second price auctions seem amenable to gaming, and both buyers and sellers are probably gaming it.
It would be interesting to see what the difference is between the bids at the time of the auction, vs the ACTUAL revenue displayed to the publisher in their reporting UI at the time of their billing. All stats change as cookies match impression logs, or view ability audits are made of course, but discrepancies are underestimated. First, how can you write a lengthy piece with multiple Star Wars references and spell Princess Leia as LEAH. Second, I've read your initial hypotheses about why waterfalls exist and your explanation through this and I think your conclusion falls short. Subscribe to your choice of industry specific newsletters, save $100 on conferences, search member directories, comment on stories and more. Premium online content is increasingly being monetized in ways that most closely resemble traditional broadcast television, according to new research from FreeWheel, whose Monetization Rights Management platform helps content owners and distributors sell ad inventory.
Publishers are using more combinations of pre-roll, mid-roll, post-roll, and overlay ads throughout premium content as shown by ad volume growth rates.
Completion rates for video ads -- pre-roll, mid-roll, and post-roll -- have steadily risen throughout the year, with mid-rolls showing the highest average ad completion rates at 90%. In the third quarter of the year, pre-roll video ads remained the dominant video ad format, representing 91% of the video ad volume, while mid-rolls show the highest growth rates -- 693% since the first quarter -- and represent 8% of total video ad volume.
As ad-supported revenue models continue to prove effective, and as consumers continue to show tolerance for watching ads, mid-roll volume is expected to continue to grow, according to FreeWheel co-founder and CEO Doug Knopper. Infinite-ads is an online advertising network that has been serving advertisers and publishers since 2004.

We manage 1000a€™s of online properties and have access to billions of banner, search and video advertising impressions. Pre-roll, Mid-roll, Post-roll a€“ we do it all.We work with 1000a€™s of video content websites and growing. Whether you are looking for sales, Likes or just more attention to your site or Facebook page, we know what works. Tell us what your budget and goals are and we will create an advertising proposal just for you.
Every week, we feature four interesting articles about native advertising, one piece of brand content and an interesting industry stat. Learn how sites have redesigned with cards, see new ad formats from Snapchat and Google, and learn what media publishers have to lose if they housed operations on a platform like Facebook. This article highlights the innovative leaders designing in cards, up-and-comers testing the waters, and those falling behind.
Snapchat's new Discover is a collection of video channels from some of the top names in news and entertainment. AdAge explores a first of its kind ad from Victoria's Secret, as shown on the People Magazine channel.
Both the stories and the ads are designed specifically for Snapchat, which means the content is more creative, engaging, and fun, but also short lived. The tool will allow devs to customize the ads to ensure the visuals match the form and function of each game. It's late in the game for Google to jump into native, but it validates what many native ad companies are already doing on mobile and in games.
In a battle for something in limited supply – user attention and data – Facebook is rumored to be discussing ways that publications could ditch their website and run entirely on Facebook. Publishers fear losing user data and control, but want–scratch that, need–to be where the people are. Geico partnered with The Martin Agency to create a series of unskippable, pre-roll video ads that hilariously make fun of that you can't skip them. AIM has the ability to run video, retargeting, social media, and traditional display ad campaigns all in one platform. AMI is first-to-market with ConvertMedia's Coffee Break Units, aiming to programmatically deliver outstream video. Functioning like a desktop screensaver, ads play when a viewer is idle or stops browsing movements in an active tab. By customizing the user experience alongside revenue optimization using a range of outstream desktop and mobile video ad formats, in theory, publishers will be able to maximize their revenue per user session and advertisers will increase viewability, all while keeping the user experience in mind. Colin Bodell and JT Kostman have left the company as digital chief Jen Wong expands her oversight.
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As social media becomes more and more prevalent in the print & digital publication industry, we want to know which social media channels you've had the most success with! Drawbridge advertisers will have the ability to quickly and effectively scale video campaigns across LiveRail publishers' inventory, which includes exclusive video private exchanges across desktop, smartphone, tablet, connected TV, and gaming, using first or third-party audience segments, or Drawbridge proprietary cross-device user data. The most compelling explanation came from my friends at Datacratic, who explained that floor prices are to blame because they are used to cut price reductions in the second-price auction. Buyers and sellers tend to have dramatically different definitions and perceptions of floor prices. Sellers think of a floor price as the minimum amount they are willing to receive from a specific auction before the impression competes with other forms of liquidity, somewhat like the “ask” price in financial markets. If publishers use a single exchange and increase floor prices, they will lose yield from buyers offering bids that are lower but still acceptable. The implication: Bid reductions, which are highly subject to arbitrary manipulation by publishers, have a huge impact on clearing prices.
How does this fit into the economics of second-price auctions, which are designed to give buyers incentives to bid honestly and accurately? Normally, no rational businessperson would sign a contract like that, but when you can’t determine how much money you’re making anyway, why sweat the calculation at all? The argument is simple: Second-price auctions work best when you have bid density, but in RTB, most auctions only have a single bid. Thus, if a publisher is “cheating” in some way to artificially increase the price paid, the buy-side system will see that placement as less desirable and will, over time, bid less. First, implicit this argument is the assumption that it’s OK to screw over less sophisticated bidders as long as the cutting-edge algorithms can adapt.
The programmatic business developed organically on the model of search, but it’s now time to straighten out some of the mess. Ask your supply-side platforms about fees they take on the buy side and squeeze out the hidden stuff.

As a buyer, it is also very hard to answer the question: "How much do we value this impression?" Is it the bid CPM (is that really how much we were willing to pay for it or is it a fictitious value we assigned it in order to win it), is it the cost CPM (which is what someone else - the competition or the seller - valued it at)?
Going to a first price auction model is deeply flawed for a publisher, somewhat positive for SSP and incredibly advantageous for buyers. Second price auction dynamics always maximize sellers' value but as you've stated, it doesn't solve the waterfall situation because it's a totally different problem. Meanwhile, consumers appear to be learning over time that -- like television -- top-quality content is monetized in part with advertising.
Our goal is to find our clients the best placement for their advertising budget as well as maximize the revenue on our publishera€™s sites.
Our goal is to find our advertisers quality inventory while our publishers earn top dollar from their video content. Whether we do contextual targeting or retargeting, our goal is to find our advertisers high performing traffic and earn our publishers top dollar.
Whether you are looking for display ads or video ads, we can find you the advertisers that are the best fit for your site. Cards design delivers a better user experience for consuming content—they're scannable, information-rich content containers that you can flip through and interact with. Dealerships can run a number of different types of targeting campaigns in order to reach in-market auto shoppers in any medium of their choice. Unlike pre-roll, Coffee Break Units don't rely on content or inventory and can be placed anywhere on a page. Additionally, LiveRail publishers will have access to premium demand from Drawbridge advertisers. But by using multiple exchanges, each with a different floor price, sellers can cover more of the demand curve, not to capture demand with lower bid prices but to lower the amount each bid is reduced along the demand curve. Second, the auction mechanics create real externalities for the ecosystem, including latency, an increased likelihood of fraud and data leakage from daisy chaining, complexity and opacity. Each buyer adds loss, which publishers should be calculating into the inventory they send their buyers.
If you look at SSPs, they'll all bitch about being at the back of the waterfall but no one ever complains about being at the very, very top. Offering many different display and video advertising opportunities has helped our publishers monetize their sites in more than one way.
The LiveRail Platform delivers over five billion impressions monthly and in May 2014, served ads to over 37% of the U.S.
It is simply a setting that publisher-side platforms offer to allow sellers to get more money when there’s only one bid. Third, it isn’t just the buyers that are getting screwed here – the second-price reduction is a murky, abuse-prone part of the system that may hurt publishers as well. Unless that's what you're arguing for in-between the lines, first price would be as helpful to publishers as Jar Jar Binks was to our childhood dreams. This is part fad but it's part of the floor you've mentioned, along with the artificial floor created by sales teams, kickbacks and manufactured value created by the top waterfall to deter waterfalls to be broken down. By increasing floor prices, they effectively reduce the difference between bid and price paid, thereby capturing additional revenue. Finally, the complexity in pricing makes both buyers and sellers less empowered to make smart business decisions about things like pricing and channel conflict. The popularity and familiarity of pre-, mid-, and post-roll video ads likely stems from their similarity to traditional television advertising; advertisers can repurpose existing ads, and users are familiar with the medium.
Drawbridge advertisers will be able to utilize proprietary data to segment audiences and increase relevancy for users, while increasing campaign performance across devices."With video and cross-device being two of the fastest-growing areas of digital advertising, it is expected for the respective industry leaders to work together to add value for our demand and supply-side clients," said Drawbridge VP Strategic Partnerships Nimeshh Patel. As users increasingly rely on multiple devices to accomplish online tasks, including ad-supported video consumption, leveraging cross-device data to enhance ad relevance increases value for advertisers, publishers, and end users. About DrawbridgeDrawbridge has developed the first machine-learning ad technology to leverage insights from cross-device signals allowing advertisers and marketers to reach targeted audiences across multiple devices. Through its innovative technology, the company is able to gain insights and a much deeper understanding of audience behavior. Drawbridge works with six of the top seven online travel agencies, eight of the top twelve flash sales retailers, as well as top companies in local services, online payments, subscription media, and dating verticals. The company is located in Silicon Valley and is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital.
LiveRail provides premium publishers with the technology infrastructure to sell their video inventory smarter and safer, across all devices. Recently recognized by Digiday Publishing Awards as the Best Monetization Technology for a Publisher, LiveRail is used by hundreds of major publishers who benefit from sophisticated analytics, advanced controls and unparalleled transparency ultimately generating maximum yield for every ad impression.
Founded in 2007, LiveRail's senior team is led by its founders, Mark Trefgarne (CEO) and Andrei Dunca (CTO).

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