Google shelves FLoC, introduces Topics API. This is a major turning point in identity targeting as it marks the end of Google’s attempt to use some sort of diluted user-identification viz. storing user identity on server-side, assigning users to cohorts etc. Topics API is essentially audience segmentation (or what Tacoda called behavioral-targeting in 2006 – […]
US Google Ad Exchange Open Auctions, Display + Video, Desktop + Mobile November 2020 Performance.
As we enter December 2020, we look at the past month to analyze the positives and negatives. The average CPM drop is still around 25% though better than 35% seen a month ago. But the better news is that the spend has increased by 55% as compared to last year. This shows the continued confidence […]
What is AB Testing Vs Pre-Post testing? Pros & Cons?
As a publisher, what if you could set different floor prices in parallel (Google AdX Floor Prices) for the same inventory at the same time and know the best working floor price within couple of hours instead of wasting a day or two? Sounds great right? Well, we are trying to do exactly same with […]
Is the AT&T acquisition of Appnexus good for the ecosystem?
https://www.businesswire.com/news/home/20180625005372/en/ATT-Acquire-AppNexus AT&T and Appnexus just announced the acquisition. Is this good for the ecosystem? I would say so. The more options publishers have, the better for the ecosystem and the more scope for optimization. Competitive ecosystems drive more innovation. Pretty much all the innovation we are seeing today in programmatic started 8-9 yrs back with […]