GreyFox insights on programmatic advertising
Analysis, insights and perspectives on the Open Web.
Programmatic: Is Social Publishing a Lifeline... or a Trojan Horse for Publishers?
A few days ago, I was chatting with a publisher who told me: "Social publishing is giving us a bit of breathing room given the current context..." The cont…
Programmatic : What is the Real Weight of the "Quality" Open Web?
The other day, I was chatting with a media trader who confided in me: “The Open Web is supposed to be the largest ad inventory out there, and yet, the mome…
Programmatic: WTF is ADS.TXT?!
The other day, I was chatting with a group of Media Traders who confessed to me: "We hear about ads.txt all the time, but it’s still a bit blurry for us." …
Programmatic: What if the Open Web took inspiration... from Spotify? 🎧 📰
Fifteen years ago, the music industry was at a dead end: its market had collapsed by 35% in 10 years, primarily due to illegal downloading platforms (eMule…
Programmatic: Attribution Model, the most underrated element of the Ad Tech...
Attribution refers to the way we choose to measure the contribution of each touchpoint in a user's journey leading up to a conversion 📏 In programmatic adv…
Programmatic: Should you manage your campaigns in a DSP… or in Excel?
A few days ago, a media trader told me: "I manage everything directly in the DSP, it's more than enough for me to track my campaigns and adjust my investme…
Programmatic: WTF are Curators?
The other day, I was chatting with a group of french media traders who confided in me: « Curation and Curators, we hear about them, but it still remains a …
Programmatic: How to boost investments in advertisers' First-Party Data?
Some time ago, a media trader shared with me: « 𝘍𝘰𝘳 𝘰𝘯𝘦 𝘰𝘧 𝘮𝘺 𝘍𝘔𝘊𝘎 𝘢𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘦𝘳𝘴, 𝘐 𝘩𝘢𝘷𝘦 𝘪𝘯𝘷𝘦𝘴𝘵𝘮𝘦𝘯𝘵 𝘨𝘰𝘢𝘭𝘴 𝘰𝘯 𝘵𝘩𝘦𝘪𝘳 𝘍𝘪𝘳𝘴𝘵-𝘗𝘢𝘳𝘵𝘺 𝘋𝘢𝘵𝘢, 𝘣𝘶𝘵 𝘵𝘩𝘦 𝘱𝘳𝘰𝘣𝘭𝘦𝘮 𝘪𝘴 𝘵𝘩𝘢𝘵 …
Programmatic: What's the debate around the Transaction ID? 🤔
A few years ago, a major phenomenon emerged on the sell-side: bid repeating. ➡️ The more SSPs a publisher connected, the higher their chances of selling th…
Programmatic – what is the most important element to optimize your campaigns? 🤔
Well... it depends on the campaign's KPI. 1️⃣ For "lower funnel" campaigns : To generate sales/leads (post-click), the most important element is the audien…
🔎 Programmatic: What is the "incremental targeting" strategy?
The other day, I was talking with a media trader, who told in me: "Data, sometimes, is a bit disappointing. You pay €1 for a 'sports interest' segment... a…
Programmatic: What if the best way to save the OpenWeb was... the Mobile Interstitial ? 📱
Several years ago, media traders could easily buy mobile interstitial ads (320x480) on mWeb. The advantage of this format? Fullscreen, making it highly imm…
Programmatic : What is a Differentiated Floor Strategy?
A while ago, a premium publisher confided in me: 💬 "I’d rather not sell at all than sell at a CPM that is too low." And they weren't wrong: By systematical…
Programmatic: How to balance real protection with cost control in Brand Safety?⚖️
The Open Web offers an immense variety of content, but some articles can prove "sensitive" for advertisers—even on premium sites. For several years now, br…
Programmatic: Are DSPs Really Doing Their Best to Optimize Your Campaigns?
A few weeks ago, a Media Trader shared the following anecdote with me: “On one of my campaigns, everything was green: ✅ The delivery trend was solid. ✅ The…
Programmatic: Why you need a dedicated strategy for Safari inventory in your media plans 🍎🎯
Last february, Alliance Digitale presented its 2025 programmatic barometer, and one figure particularly caught our attention: only 10% of mobile web invest…
Programmatic: Why optimizing only for Viewability can kill your campaign’s real effectiveness 😱
Every time I get the chance to chat with Media Traders, I ask them: "Which KPIs do you use to steer your branding campaigns?" 👉 In 95% of cases, the answer…
Programmatic: WTF is Throttling? 🤔
The other day, a publisher told me: "While comparing reports from my Ad Server and one of my SSPs, I realized there was a 50% loss in Bid Requests (BR) bet…
Programmatic : Does Desktop Still Have a Place in Programmatic Campaigns in 2026? 💻🤔
Desktop, the very platform that sparked the digital advertising boom, is now struggling to hold its ground in the digital ecosystem: - It accounts for only…
Programmatic : why you should take "MFA" websites very seriously
You know MFA (Made For Advertising) sites well. They are those sites and subdomains that flood the screen with ads... And they do so at the expense of: - U…
🚫 📺 CTV-Washing: Beware of the mirage!
"CTV", "CTV", "CTV". Everyone is only talking about CTV lately! (and AI 😉) “This year, my advertisers want to focus their video investments on CTV platform…
Programmatic : >80% of Bid Requests on the Open Web come from… Resellers!
That’s right: SSP seats owned directly by publishers account for only 17% of all Bid Requests (BR) according to a study conducted on two major exchanges, e…
Programmatic : Why more & more publishers chose to open a Curator seat ?
It's not rare to hear publishers complaining about Curation in programmatic :"𝐶𝑢𝑟𝑎𝑡𝑜𝑟𝑠 𝑠𝑡𝑜𝑙𝑒 𝑜𝑢𝑟 𝑚𝑎𝑟𝑔𝑖𝑛𝑠 !". And yet... Some of the biggest french players …
Programmatic : The problem with carbon footprint for the Programmatic campaigns 🌍
Today, measuring the carbon impact of programmatic campaigns still relies heavily on analyzing ADS.TXT files (example: lemonde.fr/ads.txt) to determine the…
Programmatic : The 3 faces of the OpenWeb
10 years ago, it was waaayyyyy more easy to target most of the internet users through programmatic. In 2026, the situation is much more complicated, coz th…
Programmatic : Over 90% of Bid Requests are blocked by Attention pre-bid filters in France 😱
The measurement providers (xpln.ai, Adelaide) are not to blame : when analyzing performance by [site x placement x device], the results are crystal clear. …
Programmatic: Towards the end of Media Traders ??!
The new era of ads IA buying has already started : - a new protocol (ADCP) for IA buying, - DSP like DV360 (Google), The Trade Desk, Amazon are implementin…
🚨GreyFox Ads is now talking English as well ! Yes Sir !💂
Recently, we've received a few but growing number of demands from international trading team, that want to address the French market 🥖🍷🥐 🗼 At this moment w…