This is Part 1 of a two-part recap of Brian O’Kelley’s speech on the AdTech Renaissance. Check out Part 2 here!
At the IAB’s Annual Leadership Meeting last month, AppNexus CEO Brian O’Kelley delivered an optimistic speech on the future of adtech. O’Kelley believes that adtech is on the verge of a renaissance that will benefit all parties—publishers, advertisers, and of course, consumers.
An impending renaissance might seem like a bold claim for an industry that’s always changing. What makes right now different from any other time? Here’s our breakdown of why O’Kelley thinks adtech is on the verge of a renaissance — on Thursday, we’ll tell you how he thinks we’ll get there.
Header bidding has become one of the hottest new tools in ad tech. It enables publishers to better unlock the true market value of every impression by holding real-time auctions across unreserved demand from multiple ad exchanges.
Steve Jobs once said, “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.”
It’s been said that for every problem, there’s a solution. While that’s hardly the case, it’s still a bedrock truism for those who make their living by way of invention. There’s a common belief held among tech workers that logistical hurdles can be surmounted by technological means, provided enough time and some A/B testing.
But what happens when the tables turn, or the technologies grow obsolete, or the market shifts, as so often it does? What happens when a technological “solution” that tens of thousands of people rely upon becomes, itself, a problem to overcome?
Such is the case with header bidding containers. Originally meant to give publishers a workaround for the challenges posed by “closed-system” ad servers – closed in the sense of both their pricing and functionality – header-bidding containers have become something of a problem themselves, lately.
If you’re a publisher, then you’ve probably heard plenty about header bidding by now — it’s taken the supply side by storm. But there are a few myths floating around, holding publishers back from adopting this new monetization tool. In this post, we’re going to lay out three of the biggest header bidding myths and explain the facts behind each one.