Pre-Conference AdTech Summarization | Gubbins

; Things you should know about AdTech, today; In His Blog, centrally hosted on LinkedIn; 2017-08-30; regwalled (you have to login to linkedin).

Occasion

Boosterism in front of the trade shows
  • Exchange Wire #ATSL17
  • Dmexco
  • Programmatic IO

Mentions

  • There be consolidation in the DSP category.
  • There will be more DSPs not less fewer.
  • Owned & Operated (O&O)
  • preferential deals
  • private equity companies
  • party data & a GDPR compliant screen agnostic ID
  • no “point solutions.”
  • Doubleclick Bid Manager (DBM), Google
  • Lara O’Reilly; Some Article; In Business Insider (maybe); WHEN?
    tl;dr → something about how Google DSP DBM guarantee “fraud-free” traffic.
  • Ads.txtAuthorized Digital Sellers, IAB Tech Lab
  • Claimed:
    comScore publishers are starting to adopt Ads.txt

Buy Side

Deal Flow
  • Sizmek acquired Rocket Fuel, (unverified) $145M.
  • Tremor sells its DSP to Taptica for $50M.
  • Singtel acquired Turn for $310M.
No flow, yet
  • Adform
  • MediaMath
  • DataXu
  • AppNexus

Sell Side

  • Header Bidding (HB)
    • Replaces the SSP category
    • <quote>effectively migrated the sell sides narrative & value prop of being a yield management partner to that of a feet on the street publisher re-seller.</quote>
  • QBR (Quarterly Business Result?)
  • Prebid.js
  • With server bidding, too.
  • Supply Path Optimization (SPO)
    • Brian O’Kelley (AppNexus); Article; In His Blog; WHEN?
      Brian O’Kelley, CEO, AppNexus.
    • Article; ; In ExchangeWire; WHEN?
  • Exchange Bidding in Dynamic Allocation (EBDA), Google
Exemplars
The Rubicon Project
a header tag, compatible with most wrappers, no proprietary wrapper, only Prebid.js
Index Exchange
a header tag, compatible with most wrappers, a proprietary wrapper
OpenX
a header tag that, compatible with many (not ‘most’) wrappers, a proprietary wrapper
AppNexus
a header, compatible with many (not ‘most’) wrappers, a proprietary wrapper (that is better than OpenX’s which is not enterprise grade)
PubMatic
a header tag, compatible with many (not ‘most)’ wrappers, a proprietary wrapper.
Other
  • TrustX
    • with
      • Digital Content Next
      • IPONWEB
      • ANA
    • Something about a transparent marketplace.
  • Something about another supply network
    • German
    • trade press in Digiday
Mobile
  • No header bidding, yet.
  • Mobile equals Adware (“in app”)
    • but Apps don’t have “browsers.”
    • but App browsers don’t have “pages” with “headers.”
    • though Apps have SDKs (libraries).
Video
  • RTL acquires SpotX
  • <quote>One could argue video is the perfect storm for header bidding, limited quality supply & maximum demand, the ideal conditions for a unified auction…</quote>
Talking Points
  • The industry is currently debating the pros & cons of running header bidding either client or server side (A lot boils down to latency V audience match rates)
  • Google offer their own version of header bidding, this is referred to as EBDA (Exchange Bidding in Dynamic Allocation) and is available to DFP customers.
  • Facebook recently entered header bidding by launching a header tag that enables publishers to capture FAN demand via header bidding on their mobile traffic.
  • Criteo entered header bidding by offering publishers their header tag (AKA Direct Bidder) that effectively delivers Criteos unique demand into the publisher’s header auction, at a 1st rather than cleared 2nd price.
  • Amazon have launched a server to server header bidding offering for publishers that delivers unique demand and the ability to manage other S2S demand partners for the publisher.
Extra Credit
  • <quote>senior AdTech big wigs</quote>
  • programmatic auction process
  • 1st v 2nd price
  • 2nd price was for waterfall
  • 1st price will be for unified (header bidding)

General Data Protection Regulation’ (GDPR)

  • 2018-05
  • Consent must be collected.
  • Will make 2nd party data marketplaces economical.
  • The salubrious effect.
  • Publishers have a Direct Relationship with consumers.
    this is argued as being “better.”
  • Industry choices
    • collect holistic consent
      <quote>one unified [process] of consumer [outreach] rather than one for every vendor</quote>
    • individual vendor consent
      <quote>for every cookie or device ID that flows through the OpenRTB pipes we have spent the last 10 years laying.</quote>

Viewability & Brand Safety

  • IAB
  • MRC

Talking Points

  • Moat was sold to Oracle for reported number of $800M.
  • PE Firm Providence Equity bought a % of Double Verify giving them a reported value of $300M.
  • Integral Ad Science remains independent, for now

Telcos

  • Telcos have what everybody in AdTech wants:
    • accurate data
    • privacy compliant data
    • scaled data
    • 1st party data.
  • Telcos want what AdTech & publishing companies have:
    • programmatic sell and buy side tools
    • content creation functions
    • distribution at scale.
    • diversification of revenues

Talking Points

  • Verizon buys AOL & Yahoo to form Oath, a publisher, a DSP, a DMP.
  • Telenor buys TapAd, a cross-device DMP-type-thing
  • Altice buys Teads, a streaming video vendor)
  • Singtel buys Turn, a DSP
  • AT&T needs a line in this list; might want to buy Time Warner which is a movie studio, media holding copmany, a cable operator, an old owner of AOL.
Shiny
Smartpipe
Raised $18.75M, Series A. Why?
ZeoTap
Raised $20M, through Series B, Why?

Data Management Platform (DMP)

  • Not a pure-play business.
    • A division, not a business.
    • An interface, not a division.
  • Everyone wants to own one.
Deciderata
  • Should DMP’s also be in the media buying business?
  • What are DMP’s doing to stay relevant for a world without cookies?
  • Do DMP’s plan to build or buy device graph features / functions?
  • For platforms that process & model a lot of 1st, 2nd & 3rd party data, how will they be affected by the pending GDPR?
Talking Points
  • Adobe bought Tube Mogul, a video DSP, for $540M (based on information &amp belief).
  • Oracle bought Moat, a verification feature, for $800M
  • Oracle bought Crosswise, a cross-device database, for <unstated/>
  • Salesforce bought Krux, a DMP, FOR $700M

Lotame remains independent, for now

ID Consortium’s & Cross-Device Players

Claims
Probabilistic “won’t work”
<quote>The GDPR may make it very difficult for a number of probabilistic methods to be applied to digital ID management.</quote>
Walled Garden
They … <quote>are using their own proprietary cross-screen deterministic token / people based ID that in many cases only works within their O&O environments.</quote>
Universal ID
Is desired. <quote>CMO’s & agencies in the future will not be requesting a cleaner supply chain, but a universal ID (or ID clearing house) that will enable them to manage reach, frequency & attribution across all of the partners they buy from.</quote>
Initiatives
The DigiTrust
<quote>This technology solution creates an anonymous user token, which is propagated by and between its members in lieu of billions of proprietary pixels and trackers on Web pages.</quote>
Claim: “Many” leading AdTech companies are already working with the DigiTrust team. [Which?]
AppNexus ID Consortium
  • Scheme: people-based ID.
  • Launch: 2017-05
  • Trade Name: TBD
    • Index Exchange
    • LiveRamp
    • OpenX
    • Live Intent
    • Rocket Fuel
Standalones
  • Adbrain
  • Screen6
  • Drawbridge

Blockchain

BUZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ!

  • Blockchain is slow, too slow, way too slow
    Blockchain can handle 10 tps.
  • Does not work in OpenRGB
  • NYIAX
    • New York City
Referenced
  • Some Q&A; In AdExchanger
    tl;dr → interview of Dr Boris WHO?, IPONWEB; self-styled “the smartest man in AdTech and he concurs”

Artificial Intelligence

  • Is bullshit.
  • c.f.(names dropped)
    • Deepmind
    • Boston Dynamics

Omitted

  • DOOH
  • Audio
  • Programmatic TV
  • Over The Top (OTT)
  • MarTech != AdTech

Previously filled.

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