Google Display Network: An optimization and fraud-avoidance guide
Columnist Ratko Vidakovic highlights issues that can potentially arise during a GDN campaign and discusses ways to optimize your display advertising...
Ratko Vidakovic
Ratko Vidakovic is the founder, author, and principal consultant at AdProfs, where he and his team advise a wide range of clients — marketers, publishers, tech companies, and investors — on the inner workings and best practices of advertising technology. He also publishes his insights on ad tech industry news in his weekly newsletter, This Week In Ad Tech.
Is your demand-side platform real or fake?
How do you determine if your DSP is actually a technology company or just pretending to be one? Columnist Ratko Vidakovic shares the telltale signs...
Ad fraud detection: A guide for marketers
Columnist Ratko Vidakovic walks you through ways to detect the warning signs of ad fraud to help you eliminate it from your campaigns and boost the...
Header bidding: What marketers need to know
What is header bidding, and how does it work? Columnist Ratko Vidakovic gets into the nitty-gritty of header bidding and explains the benefits for...
Why every digital advertiser should demand transparency
What does transparency mean for marketers? Columnist Ratko Vidakovic outlines the various forms of transparency and explains why marketers need to...
Can you trust your media buying agency?
In the wake of the recent ANA investigation into media agency transparency, columnist Ratko Vidakovic covers the key findings that marketers must...
How to protect yourself against ad fraud
Columnist Ratko Vidakovic walks through steps that marketers should take to protect themselves and their ad budgets against...
Who Should Be Responsible For Stopping Programmatic Ad Fraud?
Columnist Ratko Vidakovic lays out the players in the programmatic ad ecosystem and examines who should be held responsible for preventing ad...
Why Programmatic Advertising Fraud Exists
Columnist Ratko Vidakovic delves into the many faces of ad fraud and the underlying reasons why it exists in the first...
The Many Faces Of Programmatic Ad Fraud
Columnist Ratko Vidakovic walks you through the various types of ad fraud to give you a better understanding of what marketers are up...
Navigating The Modern Ad Serving Stack, Part 4: Open Auction (RTB)
Columnist Ratko Vidakovic explains why marketers need to leverage the open auction of the public RTB marketplace in order to obtain maximum reach and...
Navigating The Modern Ad Serving Stack, Part 3: Private Marketplaces (Deal ID)
What if there was a way to retain some of the characteristics of direct orders, but make the whole process even more efficient? Columnist Ratko...
Navigating The Modern Ad Serving Stack, Part 2: Programmatic Direct
What if you could automate the drudgery of direct buys while retaining the benefits of running directly on the publisher's ad server? Columnist Ratko...
Navigating The Modern Ad Serving Stack, Part 1: Direct Orders
Confusion in ad tech abounds, especially around the various forms of ad buying and ad serving. In this series, we shine some light on the...
Why Every Marketer Should Leverage Retargeting
Retargeting has become an essential tactic in the modern marketing arsenal. It increases the effectiveness of all other marketing efforts, increasing...
How Hyperlocal Mobile Advertising Changes Everything
One of 2014’s biggest stories is the rise of hyperlocal advertising. Hyperlocal, as it’s called in ad tech circles, allows marketers to use a...
5 Ways To Evaluate The Quality Of Audience Data
The fundamental evolution in display advertising, ushered in by real-time bidding (RTB) technology, is the concept of buying audiences as opposed to...
Fireside Musings: The Growth Of Real-Time Bidding
Today I’m sitting down to meditate on some of the reasons why programmatic ad buying — real-time bidding (RTB), in particular — has...
Programmatic Ad Buying: A Tactical Primer
A few months ago, we covered the four strategic phases of lean display advertising. The first phase consists of setting up your initial tests or...
5 Common Myths About Real-Time Bidding
As with any emerging technology, there are always bound to be myths that circulate, often due to misunderstandings. Even if they do happen to have a...