The recent buzz about header-bidding has both large and small publishers trying to grasp it’s implications and benefits.
On the surface, the argument for blocking ads makes sense: consumers are annoyed by ads and want to experience content without intrusion. They want to be protected from bots, viruses, and malware that can be hidden within seemingly innocuous advertising.
All of us have seen all the headlines around Facebook’s incredible growth in both mobile audience and mobile revenue. (Incidentally, Yieldbot has witnessed similar platform growth building real-time user intent data across hundreds of leading websites.)
Born and raised in the Midwest, the idea that the middle doesn’t matter is a long-running joke with my East and West coast friends. So, in a way, it’s always been in me to fight for the middle. In the world of online advertising, I contest that mid-funnel performance is the biggest opportunity today for marketers to reconnect with and excite consumers.
Love ‘em or hate ‘em, private exchanges continue to gain traction. A year ago, I spoke out about it, stressing that private exchanges aren’t for everyone. Today, I’m even more disillusioned. Through my own personal experience and partnerships with dozens of publishers here at Yieldbot, I’ve come to believe that publishers should steer clear of private exchange deals in all but a few circumstances.