Smaller publishers usually struggle with the same issues. Issues they wouldn’t have if they would team up with a sales house. In the last couple of years we have seen publishers shifting towards, but also away from sales houses. It is a strategic decision. We work together with both parties and by writing this article we hope to provide you with more insights on why joining a sales house might or might not be good idea.

Google selected our DQ&A One division for the ‘Certified Publishing Partner program’ based on our proven expertise for over 10 years with DoubleClick for Publishers and our extensive knowledge of DoubleClick AdExchange. It has been part of our DNA since 2001 to help monetize websites on a global scale. What to optimize the revenue of your website? Generate a higher eCPM? Achieve a higher fill-rate? Or generate extra revenues with audience data? Our publisher solutions team will help you grow your revenue embracing all programmatic yield management techniques.

Some consumers have been using ad blockers even before the internet existed. They have a sticker on their mailboxes that they don’t accept any unaddressed printed commercial flyers & folders. It is has also been a widely accepted feature with TV ads, but with a relatively small percentage of people using it - those using it being absolute TV nuts. The introduction of digital video recorders and services with skipping and fast-forward facilities enable viewers to avoid viewing advertisements in recorded programs, either manually or automatically. Internet savvy consumers have been doing the same thing for ages online. Ad-blockers and ghost-like techniques to identify who cookies you are things of the past, present & future.

You cannot - not yet - solely rely on a computer or a system for programmatic buying. The algorithm RTB uses is not able to take in account for instance emotions and current weather conditions. Campaign managers are needed to judge the editorial context of an ad impression and the choices made ​​by machines to improve the effect of a campaign and optimize. You should not rely solely on the algorithms of the programmatic buying, human brains will play a part to achieve the best results.

Auto-scaling on all mobile devices is very important when running mobile rich media campaigns. Mobile rich media advertising has historically been difficult to execute on a large scale because every publisher has maintained different standards and specs for mobile ads. With so many different standards, you would have to create many ads, each tailored to individual publishers -- a very manual and unscalable process. Not to mention very expensive… Using an HTML5 dynamic template, will allow you to create and manage one flexible ad—instead of hundreds of custom-built ads—that can run across screens. Using an HTML5 template helps you create and manage one flexible ad—instead of hundreds of custom-built ads—that could run across screens. This strategy will improve scaling possibilities. When creating a stunning creative ad you have to ensure the experience works uniformly across devices. HTML5 device-motion and device-orientation APIs will help you do this.

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Cross-device measurement in DoubleClick allows you to gain insight on the true performance of campaigns across the web, even when users switch devices in their path to conversion. This means you can measure conversions that begin on one device, and continue or end on another.

With the right strategy, products and services in-place publishers who never had an automatic trading action plan have succeeded to monetize inventory for which they previously had no other demand and it delivered a fill rate of greater than 90%. Publishers must make sure they are not leaving any money on the table. The industry is moving closer and closer to a programmatic future of buying and selling inventory - the best time for publishers to get ready for it is now. Take control.

Just think about the advantages you will have if you can compare the data from your search (adwords) with your Google Analytics data and in the same time proper validate the ad spend on Display Marketing. Everyone is aggregating more data, from more sources, than ever before. We try to get a focus of the full value and potential of that information. This requires a technology-driven approach, a seamless and quick solution that will collect, integrate, manage and activate those large volumes of data.

If you are a modern-day digital agency or advertiser and have no philosophy in how to unify your different teams and online marketing channels within a unified tech stack, it’s high time to start scoping out possibilities and shaping your online future. If you don’t, your competitors will.

Video advertising has even more optimization and targeting capabilities than regular display. Think about settings as skippable/non-skippable, trueview, completed view and much more. Adapt these settings to fit the medium you are broadcasting on and audience you are trying to reach. On some websites it makes sense to make the video non-skippable. Optimizing based on screen size and position on a site can also have a positive impact on your engagement rate. And what about auto sound on/off settings? These are all choices you must think about per channel before going live with your campaign.

Executed in the right way, precision targeting in digital radio audiences ensures the right message is heard by the right audience & at the right time. It is possible to uniquely serve ads in real time to each listener’s personalized stream, creating a one-to-one relationship between you and the listener. So you can imagine our experience in programmatic media trading comes in handy. We always know to look for message relevancy and campaign effectiveness while being able to hyper-target and optimize radio advertising. This is another powerful element we can add to our proven Touch-Tell-Sell consumer acquisition model.