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Tag: media buying

Programmatic ads: Fallacy of quality supply

A major fallacy publishers still have is the notion of “quality supply” or “premium inventory”. I’ll explain the idea behind the argument. Introduction. The fallacy of quality supply lies in publishers assuming┬áthe quality of certain placement (say, a certain website) is constant, whereas in reality it varies according to the response which, in turn, is a function of the customer…

Programmatic advertising: Red herring effect

Introduction Currently, there is very strong hype involved with programmatic buying. Corporations are increasing their investments on programmatic advertising and publishers are developing their own technologies to provide better targeting information for demand-side platforms. But all is not well in the kingdom. Display advertising still faces fundamental problems which are, in my opinion, more critical to advertising performance than more…