Despite the wonders of screen proliferation, everyone—advertisers and publishers alike—wants to be on the TV screen. It’s big and captivating—the TV screen sucks people in and demands their attention in a way that no desktop or mobile device can.
Alex Bornyakov believes that to receive maximum benefit from programmatic video and monetize every single ad call with the most effective ad opportunity, publishers need to find an intelligent solution to automating the waterfall.
If you’re about to attend your first trade show or haven’t found them to be successful in the past, here are some of the lessons Alex Bornyakov has learned for maximizing your time at industry events.
Whilst it has taken longer than many hoped for programmatic to deliver additional revenue for publishers, few would doubt that header bidding has succeeded where the traditional waterfall has failed, especially if we’re talking about display advertising. But can header bidding deliver when it comes to video advertising? Alex Bornyakov, CEO at VertaMedia, says that that there are a number of reasons that it seems unlikely to and here he explains why he believes it is unlikely to become a permanent fixture in the video advertising landscape.
Apple has always been a leader in digital-age technology, often making controversial design decisions and introducing features to which the rest of the world adapts. The iPhone’s touch-screen keyboard, for example, met a skeptical reception at first, but users grew accustomed to it, and now it’s a staple feature for most mobile devices.
So when Apple introduces a new user-friendly feature that takes value away from advertisers, the latter have to wonder: Is this really the best path forward?
A transaction is a two-way process: the cycle only works if a buyer with money to burn is connected to a vendor with something to sell. But the value of a good supply system is often eclipsed by the need to satisfy demand — especially in the digital advertising industry.
The issue of ad blocking encompasses all digital formats, but the impact may well be greater for some types of advertising than others. Ad blocking has grown out of user frustration with slow loading, intrusive and irrelevant advertising, and these factors are amplified with video. An annoying display ad can potentially be ignored, but an irritating video ad that prevents the user from accessing the content they require until it has played cannot. When you add in other considerations such as data use and auto play with sound switched on as default, it’s not hard to see why users are easily persuaded to block video ads when they have the option to do so for free.
When is a hack no longer a hack? When the likes of Facebook get involved. As first mentioned by The Information, Facebook are looking to test header bidding. The behemoth is entering the fray to challenge Google’s DoubleClick and expand its Audience Network. ExchangeWire ask industry experts to weigh in.
The waterfall is a dependable, yet seemingly outdated, technique allowing publishers to optimise their yield. But the waterfall isn’t dead yet: according to Alex Bornyakov, CEO, VertaMedia, it needs to become automated to maintain its relevance. Writing exclusively for ExchangeWire, Bornyakov explains, when it comes to video advertising, waterfalls are an important and ever-present part of the buying and selling process and the automation of them will help to iron out the negatives.
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