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Alex Gardner

Member since February 2017Contact Alex

  • SVP Index Exchange
  • Toronto Ontario
  • M6H3E6 CAN

Articles by Alex All articles by Alex

  • Publishers Need New Set Of KPIs For Header Bidding in Real-Time Daily on 05/15/2017

    It's been well over a year since header bidding took hold of the programmatic marketplace. With the addition of server-side support for exchange bidders, the limitations once imposed by Web browsers are circumvented, allowing publishers to open up to more and more demand. With these advancements in the market, the complexities begin to compound, intensifying the need for a clear set of standard measures. Still, while that may seem obvious, many publishers are still evaluating results as though the waterfall still reigns.

  • Publisher Pricing Fail (in The Open RTB Market): Why Dynamic Pricing Hurts More Than it Helps  in Publishing Insider on 06/12/2014

    What is your value to buyers in the open market? Hint, it's not your floor CPM. Most publishers aren't in a position to confidently answer this question, and yet as more and more inventory is being accessed via real-time bidding (RTB) exchanges, the answer is becoming increasingly important. The digital ad market is still seeing double-digit growth, and more specifically, RTB is booming and projected to keep growing. Clearly, it's incumbent upon publishers to develop more intelligent pricing strategies to ensure their inventory's price matches its worth.

  • Real-Time Bidding Myths Busted in Programmatic Insider on 12/21/2012

    More and more publishers are contemplating the value of the real-time bidding (RTB) model, but concerns are keeping many from taking full advantage of it. Some publishers fear that with RTB, they are losing control over how access is being granted to their inventory, while at the same time potentially reducing ad quality standards. It's not surprising, given the fast-paced and often confusing nature of the space, that these misconceptions have been formed -- but they are misguided. The truth is, RTB can represent a meaningful addition to a publisher's monetization strategy. To do so, however, requires a clear distinction between fact and fiction.

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