• Remember Bid Caching? It's Back, Sort Of
    The practice, which effectively cached and kept reusing an advertiser's bid request until it yielded a win, was a short-term boon for Index Exchange, which started using it without anyone's knowledge. Well, it's back -- but now fully transparent, and being tested by OpenX as part of advertisers' private marketplace deals.
  • Why The Ad Industry's Attention Finally Is Shifting To, Well, Attention
    Despite the emergence of a Golden Age of data and ad tech, the ad industry still has fundamentally valued media either on an "opportunity-to-see" or a performance basis.That's about to change as several key developments begin shifting the industry to measuring what has actually been seen or heard, and perhaps most importantly, what people actually paid attention to.