8.8.2016 –

Hello everyone. Meet our weekly digest #3 in which we’re bringing to your attention the most interesting articles of the industry and telling you about the most important acquisitions and partnerships of the past week. So let’s get this party started, shall we?

The main problem of the video advertising industry.

Ariel Napchi, the founder and CEO of HIRO Media, has shared his thoughts about the problems holding back the video advertising industry. According to him, the main problem of programmatic video advertising is the fact that brands care too much about the viewability and others KPI’s while completely forgetting about the user and his experience. And the most important things which lead to poor user experience are the following: malvertising, site crashing and unexpected behaviour (by this the author means different bugs with video-players, e.g. black loading screen, long video buffering and so on). Be sure to check the full article – it’s absolutely worth it.

Ad blockers and the Law. How to summon Judge Dredd to deal with ad blockers.

James Harcher from Adexchanger published an article about the current state of ad blockers in light of the law. Even though the possibility of thwarting the popularity of ad blockers is a rosy dream for most publishers, their attempts have so far been unsuccessful. The closest was the German Axel Springer media-holding but still they failed.

The author provides some insight into the current situation and lifts the veil on the potential strategies which will be in use in the nearest future. Will they work? That remains to be seen.

How do Facebook and Google deal with ad blockers?

Ad blocking is arguably the hottest topic of last year. According to research, web-publishers lost almost 22 billions of dollars last year because of ad blocking. An insane amount of money, isn’t it? So, as we know from the previous article, legal action won’t help much. That’s why the article about strategy of media-giants – Facebook and Google – against ad blockers is so interesting.

This article is full of interesting charts and graphics, so do not hesitate to take a look at it. However if you prefer the tl;dr version – here it is. One year ago, Facebook, just like Google, created a tool which hosts the publishers’ content within the social network. In other words, with the help of this tool – which isn’t free by the way – the publisher’s content stays away from the radars of ad blockers. Still the efficiency of this tool is yet to be proven.

Morality tale on how to lose 200$ million by ignoring the header bidding.

Wednesday was a sad, sad day for the administration of the Rubicon Project. Their stock fell 32% and lost 200$ million in value. The CEO of Rubicon states that this happened because the company couldn’t respond in time to the header bidding trend. As often happens, one person’s loss is another’s gain.

Check the full article to learn how OpenX, AppNexus, Index Exchange, and Yieldbot managed to get big money while Rubicon completely failed.

From now on it’s you and me. We are meant to be. No matter what may come our way

When Cheetah consumes the News.

Chinese tech company Cheetah Mobile made the acquiring of News Republic public – French news aggregator, for $57 million. Cheetah Mobile specializes in phone and computer optimisation tools. To learn the details about this deal – read the release.

PubMatic and Proxama are partners now

PubMatic – the marketing automation software company – and Proxama – a mobile proximity commerce company – are declaring the partnership in order to provide the PMP. Read the release to learn the details behind this partnership.

Vector Capital and Sizmek are now one

Sizmek Inc., a global ad management company, has announced that the negotiations with the representatives of Vector Capital are finished, resulting in the acquisition of all outstanding stokes of Sizmek by Vector Capital. Vector Capital will be 122$ million poorer but everyone involved thinks that the deal was a great idea. To learn more details – do not miss the release.

Acxiom partners with Opera Solutions

Opera Solutions declares the beginning of their partnership with Acxiom – an enterprise data, analytics, and software-as-a-service company, in order to expand the possibilities of customer intelligence. This partnership threatens to have consequences to the entire industry so we will be closely monitoring developments. To learn how exactly Opera Solutions and Acxiom plan to conquer the market – check the full press release.

That was the AdOps Weekly Digest. Hope you enjoyed it, see you next week!

About the Author:

Stanislav Kuhta, marketing manager at a global Multi-Channel programmatic solution