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How can RTB ad networks help you reach your target audience more efficiently?
I think ad networks is a bit of a misnomer here. Yes some demand side platforms are ad networks (i.e. they take an undisclosed margin). However many of the demand partners are DSPs (Demand Side Platform) which often take a SaaS fee which is a disclosed margin (e.g. x% of spend). Also an RTB auction is typically broken out into 2 platforms SSPs (supply side platforms which aggregate sellers-publishers) and DSPs (demand side platforms that aggregate buyers-advertisers/agencies). The SSPs help the publishers to get better yield on their inventory (ad slots) while DSPs help advertisers/agencies to get better performance and scale to their ad campaigns while reaching their targeted audience.
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How do you optimize your header bidding strategy for different types of inventory and demand sources?
Viewability is a supply attribute determined by the publisher's ad placement not by the demand source. Demand sources would definitely prefer that all the publisher's ad placements are viewable or it likely results in a wasted impression. Geographic diversity should be considered and matched to the consumer's location. A consumer's IP address can usually be resolved down to a region so you'll probably want to use demand sources that have coverage in that continent. For example, sending a consumer based in the EU to demand sources only representing US brands will result in less fill, lower prices, and higher latency. This means that you should consider logic to route the bid requests to appropriate demand in real-time.
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Congratulations to John Gomez who is being promoted to the role of CoolerX’s CEO effective January 1, 2025. John is a retail veteran who will lead…
Congratulations to John Gomez who is being promoted to the role of CoolerX’s CEO effective January 1, 2025. John is a retail veteran who will lead…
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Now this is what effective partnerships are about. Win win.
Now this is what effective partnerships are about. Win win.
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🚨 Big news for advertisers: 🚨 Roku Advertising is covering the cost of ad creative when brands build Spaceback’s Social CTV creative and launch on…
🚨 Big news for advertisers: 🚨 Roku Advertising is covering the cost of ad creative when brands build Spaceback’s Social CTV creative and launch on…
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AppLovin’s success speaks to the power of marketing performance when it drives true outcomes at very high scale. It’s re-raised the age-old…
AppLovin’s success speaks to the power of marketing performance when it drives true outcomes at very high scale. It’s re-raised the age-old…
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As we all know in ad-tech it's not legitimate to measure your own homework which is why the entire 3rd party measurement ecosystem came to fruition.…
As we all know in ad-tech it's not legitimate to measure your own homework which is why the entire 3rd party measurement ecosystem came to fruition.…
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I am a massive proponent of Category Design and believe it's the best framework for building a market. However, just as the book Play Bigger…
I am a massive proponent of Category Design and believe it's the best framework for building a market. However, just as the book Play Bigger…
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Good morning! We are excited to announce PebblePost's enhanced always-on Lookalikes product that our brand partners have been using since earlier…
Good morning! We are excited to announce PebblePost's enhanced always-on Lookalikes product that our brand partners have been using since earlier…
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The October M^2 attribution/measurement master class is coming up soon. Good stuff.
The October M^2 attribution/measurement master class is coming up soon. Good stuff.
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Swoop announces groundbreaking new omni-channel healthcare solutions for Pharma to more fully understand their HCPs to create better health outcomes…
Swoop announces groundbreaking new omni-channel healthcare solutions for Pharma to more fully understand their HCPs to create better health outcomes…
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