Ratko Vidakovic

Ratko Vidakovic is the founder, author, and principal consultant at AdProfs, where he and his team advise a wide range of clients — marketers, publishers, tech companies, and investors — on the inner workings and best practices of advertising technology. He also publishes his insights on ad tech industry news in his weekly newsletter, This Week In Ad Tech.

Performance

5 Common Myths About Real-Time Bidding

As with any emerging technology, there are always bound to be myths that circulate, often due to misunderstandings. Even if they do happen to have a hint of truth to them, they can often misrepresent reality by taking exceptions and presenting them as rules. Other times, people might take a vendor’s approach to a certain […]

Performance

Defining Premium Inventory In Today’s Evolving Display Ad Marketplace

Almost every discussion about online display advertising will, at some point, revolve around defining “premium inventory”. Yet, despite its prevalence as a point of discussion, there is little consensus on what “premium” actually means. It is assumed, based on the chosen language, that premium is simply more valuable, both to the advertiser and the publisher. […]

Performance

Media Buying 101: Why You Need Your Own Ad Server

As an advertiser, there is no better way to purchase massive amounts of online display ad inventory than directly from publishers or ad networks. Granted, there is more legwork involved when compared to programmatic buying, and the CPM rates can be quite high — but this is offset by the ability to reserve large amounts […]

Performance

Beyond AdWords: Demand Side Platforms Explained

Having worked at a self-serve demand side platform (DSP) for over 2 years, one of the most common questions I get when trying to explain the concept of a DSP to others is: “Isn’t that kind of like AdWords?” Even amongst experienced marketers, most only have a vague idea of how DSPs work and how […]

Performance

The 4 Strategic Phases Of Lean Display Advertising

Professional stand-up comedians are known to practice their routines with smaller audiences in preparation for their big shows and HBO specials. They do this in order to find out what works and what doesn’t and to hone all the elements of their routine: timing, delivery, wording and so on. That way, when they hit the big […]

Performance

5 Ways Real-Time Bidding Differs From Direct Buys

For marketers that want to run online display ad campaigns, choosing between direct channels and real-time bidding (RTB) platforms might seem a little unclear at first. After all, the ultimate result is the same: you are placing your ads on a website somewhere. The process that a marketer must follow, however, to reach that end […]

Performance

Display Ads: How Direct Buys & RTB Interact

One of the most common questions that marketers face in buying display advertising is whether to contact a publisher or ad network directly to purchase inventory (called a Direct Buy), or through indirect channels using real-time bidding (RTB) systems. To those with experience in the RTB realm, it’s well understood by now that there is […]

Performance

The Mechanics Of Real-Time Bidding

Many newcomers to online ad buying have questions regarding the traffic they can buy through a demand-side platform (DSP). How much does it cost? How much of it is available? What is the quality like? The answers are actually interrelated, and require an understanding of the mechanics behind how real-time bidding (RTB) works. Industry Terminology […]