‘What are cookies?’- this question has become ubiquitous ever since GDPR came into effect. Cookies have been of great importance in the ad tech industry since the advent of digital…

Back in 2016 when Google launched the AMP project, it had one goal – better mobile web experience for users. While it was fairly successful, it came with a few…

You must have learned about CPM. But, you got confused when you found out about eCPM. That’s the case with a lot of publishers.eCPM or Effective CPM is another key…

Ad discrepancy, or conflicts between publishers and advertisers because of data mismatch, is more complex than you think. Measurement of impressions is not as easy as putting a mathematical formula…