Sortable Corporate

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December 31, 1969


Nov 04 2016

RTB Explained: How Ad Tech Learned From Big Finance

The computerization of the finance industry began in the 1970s when they began to use computers to efficiently route orders through the exchanges. Realizing the utility of these machines, they added tasks and responsibilities to these automated systems in order to speed up processes that were traditionally completed by humans.

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Oct 28 2016

5 Lessons From Building Startups and Beer

by Sortable |

We’re prepping for 2017 and decided to go down memory lane for Startups and Beer and maybe be really honest about what makes Startups and Beer a real community-driven initiative.

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Oct 20 2016

How AdX Pricing Rules Can Affect CTR

Have you ever wondered if the price floors and other preferences you set in your Google Ad Exchange (AdX) settings actually affect the performance of your campaigns? Well, we were curious, and so we managed to find data that indicates to what degree setting pricing rules for direct response campaigns could actually change the campaign’s performance.

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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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Sep 15 2016

It’s official! Sortable is one of Canada’s Fastest-Growing Companies

by Sortable |

We’re happy to share the news that Sortable is #14 on the 2016 PROFIT 500, with a five-year revenue growth rate of 4,653%*.

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Sep 07 2016

Startups and Beer is back Sept. 22 for a night of community, connection and craft brews

What do tech startups, craft brew and a former auto garage have in common?

They’ll be the featured elements of the next Startups and Beer on Thursday, September 22, a free, tech-community initiative.

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Sep 01 2016

The Downside of Dynamic Allocation

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 it was also known as Enhanced Dynamic Allocation, or EDA).

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Aug 18 2016

Ad Refresh and Its Effects on CPMs

by Sortable |


  • Refreshing an ad placement 1 time reduces CPM by almost 10% (CPM = cost per thousand impressions)
  • Refreshing an ad placement 5 times reduces CPM by 25%
  • Using refresh increases revenue-per-page for long page view times
  • Using refresh could decrease site performance
  • Using refresh could increase data usage
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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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Aug 03 2016

How we hire developers at Sortable

by Sortable |

Hiring is hard. Assessing technical proficiency, planning for the needs of individual teams, and feeling out culture fit company-wide means that there will always be human decision making involved when filling roles. We assembled our engineering hiring committee — senior developers Mark, Colin, Graeme, and Steven — for an open discussion on what goes on behind the scenes when you apply for a position at Sortable.

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