Satish Polisetti

Articles by Satish All articles by Satish

• Free Mediation Solutions Come At a Cost in Publishers Daily on 10/25/2017
  

  The conflict of interest exists because ad exchanges and ad networks operate on a rev-share business model, taking a cut of publisher revenue when their demand fills an impression. This means they are incentivized to always fill impressions with their demand sources, if possible.

• How Next-Generation Publishers Will Win In 2016 in Publishers Daily on 01/06/2016
  

  From new platform experiences that introduced content to untapped audiences to the floodgates opening on ad blocking, publishers are emerging from last year with some scuffs, but also stronger and ready to play harder in 2016. We'll see a shift this year to more strategic solutions that hit the motives behind of ad blocking at their core.

• What The Shakeup Of Content Engines & Rise of Programmatic Mean For Publishers in Publishing Insider on 01/22/2015
  

  When it comes to online publishing, every pixel counts. Maximizing the potential of digital real estate is an ongoing challenge. Often getting visitors to a website is the first hurdle, but keeping their attention and finding engaging monetization opportunities continues to be an ongoing struggle. A popular tool in this arena is content modules on article pages. Many publishers implement content modules for the recirculation of visitors within their website. Some use them as a source of revenue. And still more use them for both.

• Mad Men or Mad Math: The Decline and Rebirth of Online Advertising  in MAD on 07/31/2014
  

  Currently, online ads are defined primarily by size and dimensions -- with IAB ad unit guidelines describing leaderboards (728 x 90 pixels), skyscrapers (160 x 600), and full banners (468 x 60), to name a few.These very basic but widely accepted standards are based on the artistic perspectives of a previous generation - from the minds of creative geniuses you might see on Mad Men. When we jumped into internet advertising, the look and feel of advertising changed, but standards failed to get with the times.

Comments by Satish All comments by Satish

• Why Would Publishers Send Traffic to Their Competitors? by Ash Nashed (Native Insider on 05/20/2015)
  

  Good post Ash. Outbrain & Taboola are adding tools for publishers in order to control quality and also flag content that is questionable. It can never be 100% perfect tho. Two things are happening to have better quality: 1. We are seeing the start where publishers are selling the same real-estate for other buyers brought in by their in-house sales teams. Once that happens, the quality will be improved and price will not be compromised. 2. The same real-estate is also being auctioned to bring in better quality content or tap into content marketing budgets via Open RTB 2.3 (native extensions). These 'partner' units are brought in by the business development teams with large guarantees that are lucrative to say 'no' but there is definitely hope. 

• Ad Tech M&A: A Win-Win For Advertisers by Mollie Spilman (Programmatic Insider on 05/11/2015)
  

  @Mollie - great article. We are just scratching the surface of a major wave of innovation to ensure the consumer demand is met with advertising. At the same time, I think we cannot ignore that the larger walled gardens aren't thinking about good consumer ad experiences. I think they are. Objective of any new ad tech startups should be ensuring that they are doing the basics right (respecting user) and having a long term vision (tho' it starts with point solutions) and asking some really hard questions themselves on why they should exist.    

• Optimizing Native Ad-Serving by Eric Berry (Native Insider on 05/06/2015)
  

  Good post Eric, two quick observations -  1. Publishers who are selling direct and creating custom content creation programs aren't really thinking about the same units to be populated with in-direct or programmatic demand. There are few who might but for majority editorial controls the units when they have a healthy direct sold deals. I think that will change with more tools for editorial to vet non-direct native.  2. And the path you suggested is one among many ways. It need not always be linear - from direct-sold to in-direct to programmatic. In an ideal world the maximum fill-rate at any CPM level is a function of the number of impressions made available.  A smart publisher knows that he needs to control his inventory and maximize yield and one of the core focus of AdsNative has been powering publishers with tools to get highest returns stacking direct, in-direct & programmatic native revenue sources. http://adsnative.com/take-control-of-your-native-inventory/

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