Insights
Field notes from the revenue desk
No recycled press releases — everything here comes from problems we've actually worked on, with numbers attached where we can share them.
Header Bidding
The 1000ms Question: Building a Header Bidding Latency Budget That Actually Holds
Bidder density lifts revenue until latency starts eating it back. Here's the framework we use to set — and enforce — auction timing budgets across client and server.
Google Ad Manager
Seven Unified Pricing Rule Mistakes Quietly Taxing Your GAM Revenue
Unified Pricing Rules are the most misconfigured surface in Google Ad Manager. These are the failure patterns we find in almost every audit — and how to fix them.
AdTech
Beyond the Blocklist: How Modern Sophisticated Invalid Traffic Evades Rules-Based Filters
SIVT operators have industrialized. Residential proxies, headless browsers, and human-assisted farms defeat static rules — behavioral modeling is the only durable answer.
AI
What AI Yield Management Actually Does (And What It Still Can't)
Past the marketing gloss, machine-learned yield systems are genuinely changing publisher economics — in three specific, measurable places.
Revenue Optimization
Why Session RPM Should Replace Page RPM as Your North Star Metric
Page RPM rewards decisions that quietly shrink your audience. Session RPM captures the full trade-off between ad load and reader behavior — and changes what you optimize.
Programmatic Advertising
The Economics of the Ad Pod: CTV Break Architecture That Buyers Pay More For
In CTV, how you structure the break matters as much as the content around it. Pod position, competitive separation, and fill strategy all price differently.
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