Cookie Syncing – What Is It & How Does It Work?

Programmatic video is the fastest-growing category of programmatic buying, but a lot of marketers are still struggling to get to grips with the basics.

And we can hardly blame them! Programmatic advertising is stuffed with more jargon than you can shake a stick at – that’s why Unruly is breaking down some of the most common terms.

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Earlier this year Google announced that Flash videos would no longer run through its DoubleClick suite of products.

This has meant more and more attention is being paid to the VPAID spec, as advertisers and publishers seek alternatives that can offer both interactivity and increased transparency.

So this week we’re looking at exactly what VPAID (aka Video Player-Ad Interface Definition) is, how it works, and weighing up some of the pros and cons.

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This week we’re taking a look at the complexities of VAST technology and how multiple wrappers can operate within a chain from video file to ad file.

There are additional complications that can make this process more challenging, including when creatives get served with a VPAID wrapper, but for now, we’ll start with the basics.

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Over the past few months, the IAB’s Ads.txt program has taken centre stage in the ongoing conversation around increased transparency in digital advertising.

In fact, the Ads.txt program has gained so much traction that DSPs such as DBM have stated that if an SSP is not listed on a publisher’s Ads.txt file in bid requests, then they will not bid.

This ultimately means reduced revenue for publishers, and means that all members of the digital advertising supply chain should be looking to implement Ads.txt policies moving forward.

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Header bidding has become an increasingly hot topic in programmatic video advertising, and you don’t have to go far to see it pop up at speaker sessions or dominating headlines in trade magazines.

As more and more platforms develop header bidding solutions, programmatic buyers and publishers are quickly familiarising themselves with the ins and outs of how the technology actually works.

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