You can't optimize what you can't see, so get ready to open your eyes to the latest advancements in programmatic advertising technology with PubWise founder and CTO Stephen Johnston and expert guests.
Power to the Publisher: Creating Value In The New Advertising Supply Chain
In this week’s podcast, we put PubMatic's chief commercial officer Jeffrey Hirsch on the spot about issues related to creating a more open and robust marketplace for stakeholders across the programmatic ecosystem. Listen as he and PubWise CTO Stephen Johnston share timely insights about observability, supply and demand path optimization, data interchange standards and how to identify where value is being created and trust is being earned across the rapidly-evolving digital advertising supply chain.
Patent Granted! Now We Can Tell You All About It!
It was only 2018, when the USPTO issued U.S. patent number 10 million. That same year there were 285,095 utility patent applications filed in the US, and only 50% were granted. This was the year we filed an application with the USPTO, and we’re not only excited that we were granted a utility patent for our Smart Path Optimization Technology (SPOT), but we can also finally talk about it! In this podcast, CTO and Founder Stephen Johnston talks about what makes their patent unique in the programmatic ad space and how it significantly decreases their customer’s carbon footprint.
The Decarbonization Dilemma in Digital Advertising
There is a lot of debate on how to actually measure GHGs. At PubWise, we focus on the top of the waste hierarchy, which gives top priority to preventing waste in the first place. Our ability to improve performance while sending up to 40 percent fewer bid requests into the programmatic ecosystem reduces data center processing power, which translates directly to less pollution from greenhouse gas emissions.
The Big Shift in Market Dynamics That Will Emerge When 3rd Party Cookies Go Away
Just as the sports industry has tipsters that offer betting advice, AdTech has a slew of trade pubs that each have their opinion on the post-third-party-cookie world. In this episode, Stephen dives into some of the different approaches featured in the news lately. He believes that in the future, audience size will not be the proxy to value; having an identifiable and addressable audience that your demand partners value will be the gateway to building strong partnerships that will survive the test of time. With less than a year until the end of third-party cookies in Chrome, the race is on to figure out how to redefine monetization.
3rd Party Cookie Depreciation Will Lead to Better Audience Targeting
In this episode, we talk about how audience targeting will come full circle as 3rd party cookies are phased out. But it’s not all doom and gloom; contextual targeting is more relevant, timely and provides a greater degree of specificity, whereas 3rd party cookies can get stale and lack context. Find out how machine learning can be your competitive advantage in identifying the partners that will deliver the audience you are in search of.
What Makes Digital Advertising Adversarial?
While AI seeks to make computers do smart things, machine learning can often be thought of as getting machines to do the dumb things really fast, over and over and over. The result is a smart thing made up of many simple building blocks.
With ML our machines can learn from the past and as a result, advertising becomes more relevant and less expensive. This means more revenue for publishers, better performance for advertisers and a better experience for users.
In this episode, learn about how programmatic advertising is an adversarial system and the role MLOps will play in its evolution. In fact, MLOps topped LinkedIn's Emerging Jobs ranking.