With an excellent track record of making timely payments, Onetag was recognized as an H1 2024 OAREX Top Payor. Keith Arrowsmith shares more about Onetag and the current and future ad tech industry landscape.
With an excellent track record of timely payments, Onetag was recognized as an OAREX Top Payor for H1 2024. Learn more about Onetag, what they are experiencing in the ad tech industry, and their predictions for the remainder of 2024 and into 2025.
To highlight reputable companies in the ad tech world, OAREX recognizes the top demand partners who demonstrate a great pay performance in its half-year Top Payor reports. These payors are considered valuable partners fueling the ad tech ecosystem through their commitment to supply partners. One company that continues to emerge as a Top Payor and was recognized in the H1 2024 Top Payor Report is Onetag. In this Q&A, Onetag Marketing Director Keith Arrowsmith shares some predictions for the remainder of 2024 and the challenges the industry is facing.
We are excited to highlight Onetag’s great pay performance and commitment to supply partners. Here at OAREX, we surely appreciate the impact on cash flow and growth—not to mention how it can quell publishers’ growing concerns over liability, risk, and credit management within the space.
Q: What are some of your predictions for the ad tech space through the remainder of 2024? What do you anticipate for ad spend or liquidity markets through the balance of the year and into 2025?
A: Our Data Science approach constantly applies advanced analytics, specialized programming, AI, and machine learning to our premium supply. What is exciting is that we see the power of this technology continuing to innovate rapidly as a force for good: reducing waste, increasing efficiency and outcomes, and being more sustainable. In the next 12 months, AI and ML will keep innovating in ways we’re only starting to think about. It’s exciting to know that we are just getting started.
Q: What are some of the current industry or overall challenges your company is facing right now?
A: At Onetag we are focused on the huge opportunities in supply-side curation and our market-leading Smart Curation approach. The ANA identified up to $31 billion in global open web advertising wastage due to non-measurable, non-viewable MFA (Made For Advertising) or IVT (Invalid Traffic) placements. There are tremendous programmatic advertising efficiencies to be gained, and Smart Curation provides the solution.
Lack of addressability is another significant industry challenge Onetag is addressing. The loss of third-party cookies has been delayed but will still accelerate when Chrome gives users the consent option to turn them off, alongside the existing decline across other browsers. Operational overheads, buying inefficiencies, and ad tech ecosystem complexity are further real market challenges our approach solves.
Q: How are you addressing/overcoming these challenges?
A: Onetag Smart Curation addresses the root cause of programmatic inefficacy, removing waste and identifying patterns that help programmatic advertisers curate inventory, allocate budgets more effectively, and optimize their campaign strategies.
Access to more of the right ad opportunities: we enable buyers to listen to the whole traffic for the impressions they really need and uncover further value in supply without deal throttling.
Improved addressability: We deliver real-time user matching, applying first-party data to placement-level optimization. Data providers achieve significantly higher match rates for their segments at the source of supply compared with the traditional approach of activating this on the demand side.
Better outcomes: Besides vastly reducing wastage, Onetag Smart Curation enables highly efficient programmatic deal planning and buying, and better and faster campaign outcomes. With increased data addressability and scale, dynamic real-time optimization, and minimal wastage, buyers achieve lower CPAs and CPMs. Our Smart Curation platform approach is also cookieless, and we operate with a privacy-first approach, so future-proofed for the demise of third-party cookies and new legislation.
Q: You were recognized as an OAREX Top Payor. How important are timely payments to your supply partners, and what steps do you take to meet those payment expectations in a volatile landscape like we see today?
A: This award demonstrates our commitment to making consistent, on-time payments to our partners. We are proud to deliver on this commitment, ensuring we contribute to the smooth operation of the digital ecosystem and help our publishers continue to thrive.
Q: Can you tell us a bit more about Onetag?
A: Onetag Smart Curation provides a co-pilot for better media quality and performance. Our programmatic deal platform and AI-powered technology deliver more effective digital advertising for the open internet, harnessing deeper placement-level intelligence to achieve business outcomes.
Our Smart Curation platform is an advanced integrated media curation suite with two main approaches to innovative programmatic planning and activation—OpenVerified and DealCurate—providing the perfect blend of advanced, easy-to-use AI-driven optimization solutions.
OpenVerified is the best approach for open auction buying and provides a unique sell-side algorithmic approach at the DSP seat level. DealCurate gives users comprehensive access to campaign planning, including a proprietary semantic dataset for granular cookieless contextual targeting.
We feed every DSP with curated, high-performing impressions from over 2,000 directly integrated publishers using real-time data without cookies. We filter out waste and optimize to deliver only high-attention, uncluttered inventory, contextual relevance, and engaged users.
Q: Is there anything else you’d like to add?
A: The Onetag Smart Curation platform combines with our Global Exchange to deliver greater scale, performance, and measurement for buyers and publishers. With our premium publishers, we are seeing a great uptake of Prebid as the leading open-source header bidding solution on the market today, and we are proud to offer the easiest Prebid integration on the market via a single configuration tag. Our automated placement mapping saves publishers’ ad ops teams valuable time, and our adapter receives all placement information automatically. We look forward to helping many more publishers integrate Onetag’s intelligent adapter.
Original published on: AdWeek
