Authors Posts by John Swartz

John Swartz

John spent 10 years in print and broadcast news media before coming to Technorati, where he leads marketing communications, social and editorial strategies. Follow him on Twitter @swartzdesk.

AdExchanger Research's Joanna O'Connell shares the State of Programmatic address at the recent Programmatic I/O conference in San Francisco. The session was an overview of AdExchanger's latest industry survey results.

There are no shortage of headlines calling for the rapid growth of programmatic advertising, but a recent MediaPost article has put that growth into perspective when it comes to the publishing side of the equation.

Waterfalls have been described as a dependable solution to programmatic advertising, and while that may be true, they're certainly sub-optimal.

It's simple auction economics -- the more people bidding on and competing for an item, the higher the price the item will sell for....

Here's what the Advance Bidding timeline looks like.

Fraud, viewability and trust are big issues for the online ad industry right now. There's a lot of overlap. Fraudulent impressions aren't viewable (because...

Technorati, an advertising technology company focused on accelerating publishers programmatic revenues, has partnered with Forensiq, a leading advertising technology company that fights ad fraud,...

An industry that's evolving comes with it many other evolutions as well -- how we think and talk about things, how solve new problems, how we solve old problems, and how sometimes it's preferred to just stick to what you do best. Here's a roundup of headlines from this week that covers changing terminology and strategies and a company changing its strategy and focus. There's also a bit on what we can learn from windows (the real ones, not the OS).

The Wall Street Journal this week posted a pretty exhaustive roundup of the pain we're all going through as the battle for ad viewability wears on. In it's CMO Today blog, the WSJ does an excellent job outlining the background of viewability, what's broken about it and what needs to be done to fix it. What's also interesting about this writeup is the hinting at the kinds of conversations those on both sides of the table are having during this period of growing pains. It can be pretty much summed up by this quote: It’s a “total cluster." ... That was among the softer comments.