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Association for Online Publishing - AOP / White Papers

White Papers

The impact of cookie matching on publisher websites

Cookie matching has been, in the past 10 years, the method the industry has used to share user-level information in the advertising value chain. Cookie syncing is a system that has worked relatively fine in a small, lightly regulated ecosystem but it’s no longer sustainable in today’s privacy-first, crowded programmatic industry.

CDP, DMP or a bit of both? How to avoid buying the wrong data platform

Few brands, agencies or publishers are truly happy with their data platforms. To avoid data regret, buyers must really look for a data platform with the these fundamental functions...

Online video needs “fundamental rethink”, according to new research by Unruly, the IPA and Peter Field

Marfeel Push Notification Strategy whitepaper

Now that mobile visitors account for the majority of many publishers’ traffic, push notifications have become a key part of many publishers’ engagement strategies.

10 vital video trends

New advances in technology are contributing to the rise of digital video, according to our new State of the Industry Video research. When it comes to new formats in digital video, the study reveals over half (55%) of buyers and sellers in the UK believe immersive formats such as 360-video will provide one of the best revenue streams over the next twelve months.

1plusX - GDPR

This white paper discusses the impact of GDPR on the European digital advertising industry. It provides an overview of the services of the 1plusX data management platform which deal with and ensure GDPR compliance.

All eyes on digital video

Comparative Study - VideoSkinz vs pre-roll efficiency evaluation

Sublime Skinz offers several digital creative solutions based on Skinz (or wallpapers), which allow better viewability and higher levels of engagement.

With the VideoSkinz format, Sublime Skinz offers an innovative way to communicate with a less invasive and more premium ad format, providing advertisers with a unique ad unity aimed at piloting video campaigns. The purpose of this research was to understand the efficiency of this format in comparison to pre-roll ads, which have been the long-

5 Questions Every Marketer Should Ask Your Data Onboarder About Match Rates

Mobile innovation in 2017: what publishers need to know

Why is being a publisher like a game of pinball? Because each wave of technological change sends both the way content is managed and monetised into a spin.

Creative Proof: To mock or not to mock?

That is the question frequently asked by media publishers trying to meet advertiser demands related to digital campaign success. The industry’s intense focus on viewability and transparency issues associated with ad fraud hijacks the limelight from another vital area of interest for advertisers: Are campaigns actually running as contracted?

YuMe - Publisher's Guide to the Universe

In partnership, YuMe and IPG Media lab are conducting research to help publishers better curate the right content at the right time across on the right devices...

Ad blocking: The people have spoken

The digital advertising ecosystem is a complex, highly-dynamic environment entrusted to transmit trillions of creatives representing billions of euros each year. A weighty charge, these transactions serve as the foundation of most global advertising campaigns, and the success of these campaigns are critical for brands and publishers, alike.

The Viewability & Brand Metrics Study

The rise of viewability as the new currency of brand marketing has been hotly debated in recent years. Advertisers want to transact their media buys on the metric, believing that consumers won’t convert if they never see an ad.

The Evolution of the Adserver: Why Adserving Technology Is Costing Publishers Money, and What Can Be Done To Fix It

In a way, the term “adserver” is somewhat misleading, in that it severely undersells the technology’s importance inside the publisher ad stack.

Publisher Outlook 2016 Monetising in the Age of Mobile & Video

As consumers increasingly turn to mobile and video, publishers are faced with the biggest challenges yet around creating, distributing and monetising content.

Rezonence: Neuro Insight WhitePaper

Using neuroscience to understand the impact of interaction on responses to online advertising.

GeoEdge: Security Aspects of Flash, HTML5, and Video in the Ad Tech Industry

In 2016, Flash continues to hold that privileged position, sharing it with its brother, Adobe AIR, a system created for cross-platform mobile and desktop applications. These vulnerabilities have been, and continue to be, heavily used by attackers in some of the most dangerous and prevalent web attacks today.

InSkin Media: Viewability, Moving Towards Meaningful Measurement

A thought piece on viewability’s biggest issues and what we can do to overcome them.

PubMatic: Crafting Mobile Moments

It’s incredible to think that over a third of the world’s population - nearly 2.5 billion people - currently access the internet from their mobile phones. From a societal perspective, that level of information democracy at our fingertips fundamentally changes the way we behave and interact with one another.

TEADS: Mobilising video advertising: trends, challenges and opportunities

Mobile is also everywhere with more than half of the global population owning a smartphone or tablet and developing a deeply personable
relationship with their devices.

TEADS: FOOTBALL IN THE DIGITAL AGE

Teads, along with research agency, Censuswide commissioned a report into the media consumption habits of football fans using the Manchester
City v Paris Saint-Germain Champions League game as a touch-point, on April 11th, 2016.

Sublime Skinz USA Viewability and Brand Metrics Study

Eyeota launches Annual Index

Eyeota, the global leader for local audience data has just released the Eyeota Annual Index, which tracks audience data spend worldwide. This edition is a significant one as Eyeota marks one year of launching the Eyeota Index.

SpotX infographic reveals growth of programmatic video advertising in Europe

Region will grow at rate of 38.7 per cent to become a €2bn industry by 2020. More than half of online video advertising expected to be traded programmatically in 2020.

Lessons Learned in Header Bidding

PubMatic has spent the last several years developing a leading header bidding solution, called Decision Manager. In this paper, they seek to share what they have observed in header bidding over the past year and what trends will drive innovation in media buying over the next several years. Here are the five lessons they’ve learned, and a bonus lesson in wrapper solutions.

(UK) Teads Releases Global Study on Why People Block Ads

79% would consider uninstalling an ad blocker if they had more choice over ads

Whitepaper: Viewability: Moving Towards Meaningful Measurement

Combining InSkin Media’s in-house research results with insights gained from FaR Partners’ "Digital Leadership Viewability Survey" among senior digital executives in the UK, this whitepaper aims to provide a comprehensive overview of today’s viewability challenges and offers some tangible suggestions to overcome them.