Christopher Reid, Author at Sortable

Dec 06 2016

1

Counting What Counts: CPM vs. Revenue

By Christopher Reid | Ad Ops, Ad Optimization, Blog, CPMs, Loss | No Comments

It’s common for publishers to use CPM to compare the performance of ad partners. However, CPM doesn’t take into account a variety of factors, and can leave publishers confused when the CPMs on partner dashboards don’t translate to revenue. In order for publishers to truly understand how partners are performing,...

Sep 29 2016

2

VPAID and VAST: Standards for Video Advertising Technology

By Christopher Reid | Ad Optimization, Video ads | No Comments

The effects of implementing the Video Player Ad-Serving Interface Definition (VPAID) standard have sparked several discussions online (Reddit, Hacker News) among dissatisfied users. There have even been in-depth breakdowns of the closely related Video Ad Serving Template (VAST) standard, digging into the potentially excessive amounts of data consumed on some...

Sep 01 2016

3

The Downside of Dynamic Allocation

By Christopher Reid | Ad Optimization, Dynamic Allocation | No Comments

Previously, the team at Sortable has talked about how using static pricing in DoubleClick for Publishers (DFP) price priority can be detrimental to your ad revenue. I want to continue explaining how Google’s technologies work with a run-down of Dynamic Allocation (this technology has gone through several name changes, recently...

Aug 05 2016

2

Google Isn’t Going Anywhere

By Christopher Reid | Ad Optimization, Google | 4 Comments

A few weeks ago, we contributed an article to AdExchanger’s Data-Driven Thinking column about the civil war within the advertising industry. In the article, we discussed that the industry factions could be in trouble — with the exception of Google. We wanted to expand on why and how Google became...

May 18 2016

1

Does Above The Fold Really Matter?

By Christopher Reid | Ad Ops, Ad Optimization, Page layout | No Comments

Above the fold (ATF) inventory has always been in high demand and at a premium. Advertisers want to ensure that their brand creatives are highly visible, located front and center when a visitor lands on a page. It’s assumed that these high visibility slots will also pay high CPMs (Cost...

Mar 10 2016

2

How Header Bidders Affect Latency

By Christopher Reid | Ad Ops, Ad Optimization, Header Bidder | 9 Comments

Back in January, I posted the findings from an experiment we ran to measure what happens when you increase the number of header bidders, and how that impacts CPM. We found that there is a strong correlation between increasing bidders and increased average CPM performance; we saw a 58% increase in CPMs...

Jan 20 2016

17

Why I bought my company back

By Christopher Reid | Sortable | 3 Comments

I think I’ve scared the bejesus out of the marketing department (aka Brenden and Kelly, who sit next to me) with the decision that the CEO wants to write some long form content on why I bought back my last startup, Snapsort. We’re going to hit send on this, look...

Jan 07 2016

4

Header Bidding Trial by Fire: How 6 Popular Header Bidders Perform

By Christopher Reid | Ad Ops, Ad Optimization, Header Bidder | 16 Comments

As publishers, we must monetize, and those of us who aren’t in a monopoly position à la Google or Facebook are at the mercy of a fragmented and messy, but necessary, adtech ecosystem. It’s how thousands of us make money and it certainly has its problems and frustrations. If you’ve...

Jun 09 2015

0

State of the Ad Blocking Nation

By Christopher Reid | Ad Ops, Ad Optimization, Sortable

An estimated 200 million people worldwide are using an adblocker every day. In Germany several media companies tried twice last month to sue Eyeo, the creator of AdBlock Plus, failing both times. The courts made the right call, the industry has no one but itself to blame, so where do…

Jun 02 2015

0

A Pot of Fool’s Gold, the Anatomy of a Click Bomb

By Christopher Reid | Ad Ops, Ad Optimization, Sortable

Early in the afternoon on April 19, we checked our dashboard to see how we performed over the weekend. Earlier that week, we had made a change to our system and I was eager to see the results. eCPM were up nearly 5800% from the previous’ week’s, so either the golden goose…

Christopher Reid

Counting What Counts: CPM vs. Revenue

VPAID and VAST: Standards for Video Advertising Technology

The Downside of Dynamic Allocation

Google Isn’t Going Anywhere

Does Above The Fold Really Matter?

How Header Bidders Affect Latency

Why I bought my company back

Header Bidding Trial by Fire: How 6 Popular Header Bidders Perform

State of the Ad Blocking Nation

A Pot of Fool’s Gold, the Anatomy of a Click Bomb

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