The ultimate goal of online advertising from a publishers angle is a certain level of revenues, “certain” meaning at least high enough to cover the costs and secure a safe margin. While it may sound obvious, it is not always that easy to tell the impact of changes like adding …
Some of you may remember our header bidding market analysis we did for Poland in June 2019. This time we decided to investigate another important, fast-growing market – Bulgaria. The hypothesis stays the same: prebid.js-based header bidding has a positive impact on publishers automated sales and therefore they should be likely to …
It is not new that header bidding is a multifaceted concept and publishers can use either open solutions like prebid.js, often in cooperation with 3rd parties, or not-that-open ones, like wrappers offered by certain SSPs providers, Pubmatic or Index Exchange for instance. While both approaches have their obvious pros and …
In February 2019, a marketing analytics company WARC released their Global Ad Trends report pointing out a significant domination of Google and Facebook in the industry. The research predicts that Google and Facebook’s combined share of internet ad spend in 2019 will reach 61.4% of the global online ad market. While those two are …
Accelerated Mobile Pages (AMP) came out to the market with a promise of faster mobile web browsing and better user experience. The advantages emphasized by their creators seemed noble on paper; nevertheless, there are always two sides to every story. Like any other technology, this one also comes with some …
Even though Google’s EBDA (Exchange Bidding Dynamic Allocation) beta release took place in April 2016, the Mountain View giant still is, or at least seems to be, reluctant to launch their prebid.js header tag and make their Ad Exchange fully header bidding compliant. What is also a bit problematic is …