Results: A-Z of adtech

As part of our A-Z of Adtech series, this week our Programmatic Lead, Paul Gubbins, speaks on the need to find an alternative ID to the cookie. Q: Why do we need to look for an alternative to the cookie? There are a number of reasons for this. Firstly, traffic that originates from devices such as desktop that support cookies is either flat or in decline. Secondly, consumers today are screen agnostic, they move between browser and app-based environments (mobile or increasingly CTV) to consume content. Rarely is one ID available to document this behaviour holistically. Thirdly, the proliferation of connected devices and screens in the smart homes and the cities of tomorrow will create even more need for an ID where the cookie will not be supported,

As part of our A-Z of Adtech series, this week we are looking at the practice of header bidding. Header bidding, also known as advance bidding or pre-bidding, is the programmatic technique that allows publishers to offer their inventory to multiple ad exchanges at the same time. It’s grown significantly over the past year it shows no sign of stopping as we head into 2019. New to header bidding? Check out our article on ‘What Is Header Bidding, How Does It Work And Who Benefits?‘ before carrying on to swot up on your header bidding knowledge! This week we sat down with two of our programmatic wizards to find out what their thoughts are on header bidding, and where they see it going in 2019. Heath Irving, Head of

Unruly has been certified for the IAB UK’s Gold Standard. But what is it, and what does it mean to be certified? The IAB UK Gold Standard is a key element of the IAB’s vision to build a sustainable future for digital advertising. Launched in 2017,  it has three simple but fundamental aims: 1. Reduce ad fraud through the implementation of, or by demonstrating support for, the IAB Tech Lab’s ads.txt initiative. Ads.txt allows domain owners to list who is authorised to sell their inventory, preventing the selling of spoofed or fake inventory. 2. Increase brand safety by becoming certified signatories to the JICWEBS Digital Trading Standards Group (DTSG) Brand Safety Principles (for current non-signatories) or by continuing to have their policies and processes independently verified (for current signatories). 3. Improve the digital advertising experience for consumers by adhering to the IAB Tech

This addition to the A-Z of Adtech series focusses on ad fraud and our mission to bring back trust to our industry. Last week we announced that Unruly is now one of nearly 70 nearly companies who are fully certified for the IAB UK Gold Standard. By qualifying for certification we have committed to reduce ad fraud, increase brand safety, and improve the digital advertising experience for consumers. The Trustworthy Accountability Group recently released its first report dedicated to the European markets and found that the picture was less bleak for those companies that had adopted TAG accreditation. The report revealed that fraud rates dropped from an industry average of 8.99 percent to 0.53 percent — a 94 percent drop — according to the research! (Digiday UK) Last year our Programmatic Lead. Paul Gubbins,

As part of our A-Z of Adtech series, this week two of our Insights team, Holly Morrison and Johanna Hansson, looked back at one of Bodyform’s most innovative and thought provoking ads entitled Blood, in order to showcase the different layers of emotional response captured by biometric versus survey methods. To do this we’re going to look at two different methods of capturing and analysing emotional responses, the different results these provide and the importance of combining these to give brands a complete view of an ad’s emotional performance. Generally we find that positive emotional responses increase brand effects and give an uplift in sales volume when compared to rational or unemotional ads. This is because an emotional video allows the viewer to connect with the brand, to create

In our next A-Z of adtech we are looking at how culture plays heavily on how ads are received by audiences around the world. Our Insights team have analyzed this year’s John Lewis Christmas advert to find out how it resonated with viewers in the UK. Check out the advert below if you haven’t had a chance to see it yet. Emotional Analysis Portraying Sir Elton John’s career in reverse drove a strong emotional response amongst UK viewers, led by remarkable warmth, happiness and nostalgia. Allowing viewers to follow Elton’s journey touched many. This was linked back to Christmas by reaching the origin of a young boy receiving a piano from his mother on Christmas day, giving new meaning to how much a gift can do for someone; ‘Some

As part of our new A-Z of adtech series, we’ll bring you a story every week inspired by an industry term from each letter of the alphabet. Get set for articles, infographics, gifs, quizzes… maybe even the odd poem or short story. This week, B is for Brand safety… Brand safety issues like ad fraud, viewability, invalid traffic or non-premium environments have become the most talked about challenges in the ad industry. Here’s our deep (sea) dive into everything you need to know about brand safety. If you missed it click here to check out last week’s post on A is for App-ads.txt

Welcome to the new A-Z of adtech series. We’ll bring you a story each week inspired by an industry term from each letter of the alphabet. Get set for articles, infographics, gifs, quizzes… maybe even the odd poem or short story. This week, A is for app-ads.txt… Watch out ad fraud! This week the boffins at the IAB Tech Lab released app-ads.txt in beta. This means the much-awaited app guidance that can increase the pool of authorized digital advertising inventory while reducing fraud is almost here! Available for public comment until February 4, 2019, app-ads.txt is an extension of the original ads.txt standard that provides a mechanism for content owners to declare who is authorized to sell their inventory. With demand side platforms (DSPs), it allows buyers to