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Brian O'Kelley

12 posts •

BOK off Ads

In March 2003, I stepped off the PATH train at 23rd and 6th and walked down the block to my new job as a contractor for Poindexter Systems, an "ad tech"

  • Brian O'Kelley
2 min read

Trusted Data Partners: Epilogue

In early 2017, I wrote a couple of posts where I described the problem of data leakage in the ad tech industry and I proposed a solution: publishers should list their Trusted Data

  • Brian O'Kelley
2 min read
Blockchain: Building Blocks, Not Blockbuster
blockchain

Blockchain: Building Blocks, Not Blockbuster

I share my basic thoughts on blockchain, ad tech, and ICOs

  • Brian O'Kelley
1 min read
The Transparency Bear
transparency

The Transparency Bear

Transparency is coming. And for ad tech companies, the question is simple: can you outrun the transparency bear? And if not, can you outrun your competitors?

  • Brian O'Kelley
2 min read
fraud

Ending Ad Fraud: A Distributed and Punitive Approach

Over the past 20 years of digital advertising, we have seen a drumbeat of news stories about fraud. Often, these stories include some terrifying sum of advertising money that is being wasted buying

  • Brian O'Kelley
11 min read
spo

Passthrough Auctions: Rethinking Supply Path Optimization

Last August, I wrote a post introducing the concept of Supply Path Optimization to address the commoditization of programmatic supply access due to header bidding. Over the next two quarters, I worked closely

  • Brian O'Kelley
7 min read

Request for Comments: Trusted Data Partners

In a previous post I explained how data leakage happens. In this post I will propose a framework to solve this problem systematically. Levels of data leakage protection As publishers think about preventing

  • Brian O'Kelley
9 min read
data leakage

Data is fallout, not oil

A reporter once told me he was going to write a piece about programmatic advertising called "Data is the new oil"[1]. His idea was that having data about customers and

  • Brian O'Kelley
12 min read
opinion

The ad tech renaissance

We simply must fix the monetization and distribution challenges that publishers face. This is a societal problem as well as an economic one; we need to support real news if we want to

  • Brian O'Kelley
5 min read

Can Technology Save Journalism?

Cross-posting a couple of articles I wrote for Forbes: Can Technology Save Journalism? Part I - February 23, 2016 Can Technology Save Journalism? Part II - September 6, 2016

  • Brian O'Kelley
1 min read

Why lower win rates are better

In the world of the ad exchange, your "win rate" is the ratio of bids to wins. This seems like an intuitive metric: if you want to win more, bid higher.

  • Brian O'Kelley
2 min read
Preventing Bad Behavior in Header Bidding: Supply Path Optimization
spo

Preventing Bad Behavior in Header Bidding: Supply Path Optimization

As publishers implement header bidding in increasing numbers, we are beginning to see new techniques that allow an aggressive SSP to significantly alter outcomes for both the publisher and the buyer. This results

  • Brian O'Kelley
9 min read
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