vidasco media blog: Publishers

Are You a Publisher Looking For the Right Monetization Partner?

October 18, 2017

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Dispelling Myths about Real-Time Bidding

January 20, 2015
Dispelling Myths about Real-Time Bidding

As with any rapidly growing technology, real-time bidding (RTB) is one around which many myths have emerged. As people try to come to grips with fully understanding what it is, what it does, how it works and what it can do for digital marketing and advertising, many misconceptions about it have risen. Some may have a hint of truth but these misconceptions can often distort reality by taking exceptions and presenting them as rules. In this article, we will debunk some of the more common myths about RTB.

Probably the top myth is that the ad inventory supplied to the RTB ecosystem is highly questionable, cheap and unwanted. Perhaps, when RTB first began, it was a way for publishers to optimize unsold inventory. However, most publishers now actively work to remove such inventory from the marketplace so that it has since evolved to become a platform through which some of the most premium inventory available is sold. Inventory that is low quality benefits no one in the long run, so that such inventory is the exception and not the rule.

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New Ways to Predict Consumer Behavior

May 06, 2013
New Ways to Predict Consumer Behavior

Businesses these days rely on the ability to predict the behavior of their customers and potential customers in order to increase their sales. No longer a collection of buzzwords that one would never hear outside of the likes of MIT or NASA, many businesses are using high-end techniques like artificial intelligence, probabilistic data structures and algorithms to determine how their audiences act and react to web sites, advertisements and other messages that are displayed on the web. Every now and then, a major retailer has claimed that they used pricing, sales history and demographic data of their products in order to predict when they needed to time price markdowns.

Often good results are found using these techniques. Publishers and advertisers always want to know more about their audiences and are using data-driven predictions and algorithm-based techniques to gather as much information on their audience as possible. These techniques are now becoming an everyday reality of the online advertising and publishing industries. However, publishers, in particular, are finding that they can use even simpler techniques for tracking Internet activities of their audiences and that is by means of browser cookies.

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Programmatic Buying and What it can do for Publishers

April 19, 2013
Programmatic Buying and What it can do for Publishers

The real-time bidding marketplace has been a big draw for advertisers and publishers most recently due to the targeting and efficiency of programmatic buying. Programmatic buying is becoming a top priority for buyers and sellers and is having a major impact on how buyers and publishers interact. Yet many advertisers and publishers are not quite sure what it is nor are well versed in its process.

Programmatic buying is a way purchasing display ads and digital media that is new in a fashion which is automated using such platforms as trading decks, exchanges and demand-side platforms. It is a way to purchase digital media that replaces the more traditional methods of negotiations, manual RFPs and insertion orders.

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