Sortable Corporate

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December 31, 1969

Ad Ops & Digital Publishing News - Sortable

Christopher Reid

Recent Posts

Aug 24 2017

On Analytics

by Christopher Reid |

Before we get going here, I’m going to provide some context around how I view digital publishing. I’m an engineer, and Sortable got into the publishing industry by launching a number of product comparison websites, powered by technology we created. Digital publishing is full of inefficiencies, and we were fortunate to have the engineering resources internally to develop solutions through technology and, as we pivoted, start offering these solutions to others. Publishing is both an art and a science, and publishers need to give as much attention to the science (engineering) as they do to the art (content and marketing). I believe that solving engineering problems, or focusing on the science, of this industry improves the ecosystem for everyone and that building technical solutions to common challenges enables the artists to do their best work.

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May 02 2017

What Does Facebook’s Rise in Ad Tech Mean for the Open Web?

by Christopher Reid |

The reality is that Facebook is one of the most powerful companies in the tech industry — and arguably, the world.”

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Dec 15 2016

Counting What Counts: CPM vs. Revenue

by Christopher Reid |

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, they need to look at eCPM and revenue, not just CPM.

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Sep 29 2016

VPAID and VAST: Standards for Video Advertising Technology

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 mobile sites using these technologies. The consensus seems to be that the misuse of technologies like VPAID or VAST drive the adoption of ad blockers, and contribute to a general distrust of web advertising.

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Aug 05 2016

Google Isn't Going Anywhere

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 such a powerful player in the online advertising industry.

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May 18 2016

Does Above The Fold Really Matter?

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 Per Thousand), and publishers are often eager to stuff their pages with above the fold inventory in an effort to capture those high CPMs. But are all above the fold slots created equal? Are ATF slots the only way to ensure high CPMs? And are the ads even being seen?

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Mar 10 2016

How Header Bidders Affect Latency

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 when running 6 bidders versus none.

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Jan 20 2016

Why I bought my company back

by Christopher Reid |

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 at some heatmaps and realize 80% of people bailed at the first paragraph (right… here.)

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Jan 07 2016

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

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.

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Jun 09 2015

State of the Ad Blocking Nation

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 we go from here?

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