5 ms·
Agree that tfa is clueless. However even second price auctions cannot explain the data they claim to see. Any ad exchange these days has data showing publisher
by samt 7y ago
Agree that tfa is clueless. However even second price auctions cannot explain the data they claim to see. Any ad exchange these days has data showing publisher revenue delta of far more than 4% for cookie-able browsers.
It's not just oba... much of the non-oba demand running through programmatic requires a "cookie" for frequency capping or just basic anti-fraud.
Disclosure: work in industry; am biased.
- manigandham 7y agoWell the data here is also small and suspect. They need to separate mobile browsers and GDPR/EU regions that aren't available for OBA targeting anyway. That's why I said scale (reach + cookies) is the fundamental problem.