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swodinsky It's pretty fundamentally irrelevant IMO. You hook your video player up with a DFP tag, and let your ad script talk with DFP, the header bidders and fly from there. Basically most of the decision making is in the same place displays' is, unless you want to make it more complex...On twitter.com
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Mood +2 🙂
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swodinsky Which you usually don't! The hard part is getting the player to support the shitty tags people insist on using, like VPAID, and then measuring the impact on site performance and playing with inventory requirements and filters to strike a balance.Permalink On twitter.com
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swodinsky The innovations come in making your ad tech perform better in general and being smart about what ads you allow to show and what networks you work with. To put the problem in perspective, video creates a whole other scale of network density...Permalink On twitter.com
Mood +2 🙂
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swodinsky Where at a previous employer we once had a problem where the combined execution of preroll tags, streaming of vide, and display tags caused the video to fail because we maxed out the number of HTTP requests a browser will make.Permalink On twitter.com
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swodinsky (To be clear, this player was a third party so *shrugz* )Permalink On twitter.com
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swodinsky I really enjoyed rolling my own video player personally, but the problem tends to be that handling it playing on a variety of platforms, in a variety of network environments, with the vast problems of ad tech in the loop create significant challenges...Permalink On twitter.com
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swodinsky The real problems come after the bid is concluded and the ad is passed to the player. None of the tech is mature around video streaming ad serving & what you pay a 3rd party for is basically their endless library of hacks & workarounds to prevent preroll from killing your site.Permalink On twitter.com
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swodinsky There are a variety of fun infrastructure issues as well, but with AWS/Azure/Etc... those are a lot easier to handle. Generally, the real problems come in having everything work PLUS the ads. Not b/c a particular player has particular better inventory, but b/c the tech sucks.Permalink On twitter.com
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swodinsky Some 3rd party players have their own DAI inventory or exchanges or bidding systems... but I've never seen those advantages net additional revenue for a publisher (mby someone has, who knows!), mostly they just mean different middlemen taking a cut.Permalink On twitter.com
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