Programmatic maturing: Measurement & transparency are critical Programmatic is maturing and with the continued growth of gaming, CTV/OTT, and audio, programmatic will continue to surge and reshape the digital landscape. TV, for instance, has seen big shifts from linear to CTV but with the great expectations that digital innovation brings marketers need to know the …
Carbon is pleased to announce that it has been accepted as a Community Member of Prebid.org as it strives for more transparency in ad tech. In November 2020, Carbon – the first & only revenue management platform (RMP) – joined Prebid.org as a community member to support its mission in making digital advertising fair, transparent …
Publishers need to produce content that fuels traffic, engages their audiences and drives yield, whether that’s through ads, subscriptions or otherwise. In order to optimise their editorial strategy, publishers must understand their audiences’ value in tandem with the content they engage with to divert their resources to the trending topics, formats and channels that drive …
Publishers often walk a fine line between growth and quality, balancing programmatic monetization with subscriptions. The challenge is to better understand audience behaviour and value to adapt those strategies with varying engagement, content and ad experiences to acquire similar audiences at scale, across O&O properties and high reach walled gardens. Carbon’s machine learning and AI …
The walled gardens offer unquestionable audience reach, but lack scored and revenue driven, site level, 1st party audience intelligence. Finding those high value audiences at scale with accuracy is a critical challenge for publishers, in order to target the right audiences at the right price to grow their data and profitability. With Carbon’s data science …
Publishers are increasingly working with broad reach audience platforms to acquire high value targeted audiences. However, many publishers struggle to measure and understand the true value of their audience in real-time, which can lead to highly inefficient spending on less profitable channels. With Carbon’s transparent site analytics, revenue reporting, and audience data publishers can: Understand …