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The Polls are Closed: Video Wins!

HARRY PATZ, JR., CHIEF REVENUE OFFICER, RUBICON PROJECT

“Video Killed the Radio Star.” Yes, it’s a moderately cheesy song – one that (sorry) you’re probably now singing in your head. But behind the catchy tune is an entirely serious message. The emergence of television really did bring an end to the era of radio stars, and, for all the sweet nostalgia of our grandparents, there is no going back to the old way of doing things. Or, as the song puts it, “We can’t rewind, we’ve gone too far.”

That song was released 1979. Back then, “video” was understood to be a reference to television. When digital marketers talk about “video” today, they’re typically referring not to television but to television’s competition, online or streaming video.

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Explaining The Header Bidding Juggernaut

STEVE HULKOWER, SENIOR DIRECTOR OF PRODUCT MANAGEMENT, RUBICON PROJECT

It’s hardly possible to have an advertising industry discussion in 2016 without talking about header bidding. The merits of the header bidding solution have been discussed widely – from trade publications to conference stages, and seemingly everywhere in between, but usually the coverage focuses on the simplest outcomes.

In light of all the opportunities the solution creates for publishers, header bidding is certainly a technology worthy of attention. When implemented on publisher websites and apps, header bidding can increase fill rates and raise the average revenue publishers see from auction impressions. But that’s not where the largest opportunity lies.

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How Buyers are Approaching Digital Sports Content

JACQUELINE QUANTRELL, SVP SALES, NORTH AMERICA, RUBICON PROJECT

Sports provides a fantastic marketing opportunity for buyers across the spectrum of industries. Sports brings audiences, provides built-in narrative arcs and drama, are aspirational, and are driven by athletes who consumers can root for and buy into.

For that reason, there are a million different ways for brands and their advertising buyers to be a part of the sports conversation, even if they have nothing to do with the sports vertical on its face. Leveraging sports moments is an excellent way to connect with consumers, especially if your execution is creative and authentic.

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Taking Advantage of a Vast New Digital Canvas

JOE PRUSZ, SVP, HEAD OF SELLER, AMERICAS, RUBICON PROJECT

With the advent of innovative creative formats across an array of connected devices, marketing strategists and creatives alike enjoy unprecedented opportunities to marry deep consumer insights with highly engaging creative.

Today, mobile video uniquely embodies this opportunity. By 2019, 72 percent of mobile data trafc is expected to go towards video, and 5.2 billion people across the world are expected to be mobile users. Given those two data points alone, it’s no wonder that mobile video ad spend in the U.S. alone is expected to reach $6 billion in the next two years.

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Bridging Online and Offline to Drive Sales This Holiday Season

DOROTHÉE BERGIN, VP, PROGRAMMATIC PARTNERSHIPS, xAD

This time of year, department stores, discount retailers, big box, and high end stores are all busy fnalizing their plans to capitalize on the upcoming holiday shopping season. With up to 30 percent of annual sales represented during the holiday season, it’s no wonder retailers’ number one focus is driving the most trafc and sales during this busy time.

Times are changing though, and the busiest holiday shopping days aren’t what they used to be. For example, while Cyber Monday is still the highest online spending day and Thanksgiving Day drives the most online traffic to retail sites, the peaks from day to day are getting less extreme as the distinction between shoppers on Thanksgiving, Black Friday, and Cyber Monday are blurring.

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