Chris Kane

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@dan_balis @mikeosullivan @lynneluvah No, the baseline scenario is that the SSP adds its fee to the publisher’s hard floor and presents that value in the bid request. The debate is whether it is fair practice to further increase that value to coax higher bids out of the DSP.

@mikeosullivan @lynneluvah @ckane Something is getting lost in translation. If the outbound bid floor equals the reserve price, are we suggesting SSPs work pro bono now?

. @mikeosullivan says pubs should not hikack the floor object to get higher bids. Check him out in convo with @ckane at #MarketectureLive. Really loved this session.

We touched all the lightning rods in this one — obfuscated CTV supply, privacy smokescreens, sorta CTV, and of course instream video. Thanks to @OSchiffey, @avargasedits, and @Alyssa_writes_ for inviting me on the @adexchanger Big Story podcast! open.spotify.com/episode/72aW60…

@JudSpencer @BradAT @adexchanger My opinion, which I think you share, is that buyers and DSPs should manually classify Atmosphere and their peers as DOOH, regardless of bidstream signals. But the broader point is that this is a judgment call and not an enforceable standard.

@ckane @BradAT @adexchanger Curious how many bars use streaming services for their sports feeds. One thing about Atmosphere is that it's mostly muted and the ads being served are designed for an unmuted environment.

I have huge respect for @ckane but I have to respectfully disagree with this take. We wouldn't consider these OOH screens TV before the advent of CTV, so why would we consider them 'sorta CTV' after the fact? This kind of noise only serves to confuse the market, imo @adexchanger

@JohnathanBarnes @BradAT @adexchanger This is true

@ckane @BradAT @adexchanger There are a lot of intermediates labeling OOH screens CTV when it's convenient to land higher CPMs (cabs, gas stations, etc). There needs to be standards here.

It’s out! @ckane brings the insights that only @jouncemedia can offer to the programmatic DOOH conversation 92% of DOOH OpenRTB demand flows to 10 publishers 🤯 And comes from 70% NON DOOH pipes Do buyers know what they’re buying? Do publishers understand the impact? theoohinsider.com/dooh-openrtb/

This was a really fun conversation with @eric_seufert about the broken incentives for RTB sellers and the resulting signal fidelity challenges for RTB buyers. open.spotify.com/episode/7bdQI9…

I asked @adamheimlich to help me understand why in the world Google would offer to pay all of the government’s claimed damages, and he made this awesome video. I learned a ton. I bet you will too. youtu.be/KsRQKVV1eIM?si…

@pbannist LUMAnaries

This promises to be a pretty awesome conversation with this group of Luminaries. Can't wait! #DMSbyLUMA

@tkawaja @marketecturetv 2025 goals!

This is a great pod featuring the always insightful @ckane. No surprise he's on his way to the 5 timer club on @marketecturetv.

There’s a bunch of problems in our industry. There are also a bunch of reasons to be optimistic. @aripap and @ericfranchi generously let me talk about both on this week’s @marketecturetv podcast. open.spotify.com/episode/4xaA18…

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@mjpmcintyre Sincere question looking for feedback. What if 25% of auctions for a particular domain lead to an MFA experience (ad arbitrage with low quality content and a crazy ad load)? Should DSPs block the whole domain to penalize the publisher? What if it’s 10%? Or 1%?

What is my head on MFA at the mo? - Everyone needs to put 'arbitrage' in their MFA definitions. Clutter is a related but independent issue - Stop with the page level classification. Even when its run on limited pages, its a business choice. The pub should be accountable for it

The latest @AdalyticsHQ report on MFA doubles up as a fantastic ad campaign for @jouncemedia and @deepsee_io

@davemorgannyc @Scrilla100 Agree, seems like a very risky way to operate. But it is definitely happening today on Safari traffic, and seems likely to be part of a post-cookie Chrome.

@ckane @Scrilla100 Maybe, but why expose it to competition & intermediaries in open bidding environment?

This! @Scrilla100 says it perfectly. Nothing wrong with a probabilistic ID as long as the DSP knows it’s probabilistic… which they don’t. adexchanger.com/the-sell-sider…

@davemorgannyc @Scrilla100 Or just populated user.buyeruid and hope no one notices

@ckane @Scrilla100 Which means that the probabilistic ID needs to be translatable into RTB objects, customized for each DSP and, inevitable over time, a lot of DSP functionality shifts to next-gen sell-side ad servers doing IO deals, where the CTV market is already moving …

@basisglobaltech now blocks MFA by default for every campaign. Accessing MFA supply requires buyers to proactively opt in. This is a big step toward a healthier programmatic supply chain. adage.com/article/digita…