In the ever-evolving world of programmatic, QPS (Queries Per Second) is a fundamental metric that underpins the entire ecosystem. But what exactly does QPS mean, and why is it so critical?
Ad networks face a broad range of challenges in 2025 as they grapple with privacy concerns, regulatory issues and a $50bn ad fraud threat. But the opportunities presented by new technology, contextual targeting and growth potential in emerging markets offer the promise of a bright future for those with the ability to evolve.
Driven by data, programmatic advertising exploded in popularity thanks to its ability to drive performance. Subsequently, the programmatic ecosystem has grown at pace - both in size and complexity.
For ad networks (or any other part of the programmatic ecosystem) that has led to certain problems: how to provide a fantastic service to clients at a decent price; how to develop the necessary technology; how to stay ahead of regulatory developments; how to provide incremental revenue for customers. These are important concerns, and the truth is that for many ad networks out there, the barriers to success on many of these fronts are very high.
Ad networks have been part of the digital advertising scene for decades, but they have continually evolved to remain relevant. In today’s world of programmatic advertising, ad networks are still critical for marketers on both the demand and supply sides.
It has been four years since Google announced their original intention to phase out third-party cookies. And it has been a few months since, in July, they ultimately backtracked on the decision.
Ad networks are the great survivors of the digital marketing industry. In the late ‘90s, when the digital advertising landscape was fragmented, with countless websites offering ad space but no efficient way for advertisers to reach them at scale, ad networks plugged the gap by aggregating inventory from multiple publishers and selling it to advertisers, often at discounted rates.
The deprecation of third-party cookies has sent ongoing shockwaves through the advertising industry for several years now. It is forcing a rethink of how we approach audience targeting.
Programmatic advertising has revolutionised the digital advertising landscape by automating the buying and selling of ad space. Publishers can leverage various demand integrations to optimise their ad revenue. Here’s a detailed look at different types of demand integrations and their benefits for publishers.
Publishers, are you looking to maximise your revenue from web and app audiences? If so, programmatic advertising via Limelight could be the answer. This automated process connects advertisers to your inventory in real-time, making it a win-win for everyone involved. Let's explore how it works and why you should hop on board.
The Enduring Role of Ad Networks in the Programmatic Landscape
An Ad Exchange is an online marketplace that allows publishers to sell their ad inventory to multiple ad networks and demand sources through an auction-based model. It brings efficiency to the buying and selling of online ad space across websites and apps and plays a crucial role in publishers being able to maximise their advertising revenues.
When it comes to buying advertising digitally, demand-side platforms (DSPs) have emerged as game-changers for driving strong returns on ad spend (ROAS). Powerful platforms like Limelight combine automation, data-driven insights and human expertise to help advertisers maximise their campaign effectiveness and ROI. What is a DSP? Let us break it down.
Publishers face a rapidly changing ad tech ecosystem. InPublishing grabs five minutes with James MacDonald, co-founder and CRO at Limelight Inc, to see what advice he would give them.
Programmatic advertising allows publishers to sell their ad inventory through real-time auctions using advanced algorithms and data insights. At the heart of this process lies the oRTB (open real-time bidding) protocol, which facilitates seamless and efficient ad transactions.
The world of programmatic advertising can seem daunting, with an overabundance of three-letter acronyms and a vast array of companies involved in matching advertiser demand with publisher supply. However, understanding the key players and how they fit together is crucial for unlocking the power of a sector that is projected to account for nearly $221 billion of global ad spend in 2024.
The world of programmatic advertising can seem daunting with its complex technology stack and abundance of acronyms. DSPs, SSPs, RTB - it's enough to make your head spin. Let's break it down piece by piece.
Programmatic enabler Limelight Inc., formerly Project Limelight, has announced a rebrand as it celebrates its fifth anniversary. Limelight Inc. helps companies in the ad tech ecosystem to navigate the complex programmatic landscape, blending cutting-edge technology with best-in-class expertise and genuine human support. Limelight Inc. helps companies in the ad tech ecosystem to easily navigate the complex programmatic landscape, blending cutting-edge technology with best-in-class expertise and human support. Hundreds of ad networks, publishers and agencies use Limelight’s programmatic oRTB solution to build bespoke, white-labelled trading environments and drive profitability and performance at scale - immediately.