How are publishers embracing technology innovations? | M&M Global
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How are publishers embracing technology innovations?

One of the hotly-discussed innovations at Dmexco 2016 was ‘header bidding’, a technology which promises to unify advertiser demand for publishers, and help them to boost digital ad revenues.

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M&M Global teamed up with PulsePoint to gather a group of programmatic experts, to help answer key questions around this year’s trending topic.

So how are publishers embracing technology innovations?

“The ad tech landscape that publishers face is so complicated. What is really hard is picking ad tech vendors apart. There’s a lot of me-too publishers out there and, ultimately, you don’t know if it’s going to be a success until you’ve tested it [with] key metrics like fill and yield,” says Ben Hancock, global head of programmatic trading at CNN International.

Emily Palmer, head of programmatic, EMEA, at Thomson Reuters, warns publishers not to wait too long before testing new technologies – though acknowledges the risk of being a “guinea pig”.

“As a publisher, you want to be at the cutting edge and offer your buyers what they want through different sales channels that work best for them,” she says. “But, though Reuters likes to be cutting edge, we don’t like to be the guinea pig, so we definitely see what other publishers are doing.”

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