Alex Bornyakov

Where are we with header bidding, and what upcoming developments should we prepare for? Contributor Alex Bornyakov offers his perspective.

Imagine a world in which there is no theft. No tax evasion. No corruption. In which financial technology has reached a level of intelligence and transparency where these things are simply not possible. It sounds like a sci-fi film, doesn’t it? And yes, for now, this dream is out of reach - but it might not always be that way, thanks to the power of blockchain.

If you haven't yet rolled out ads.txt, it might be time to hop on board. Contributor Alex Bornyakov walks you through what you need to know about the IAB's initiative to fight fraud and how to implement it.

Real-time bidding (RTB) is great for scale and efficiency, but it can come with risks for brand image, as recent developments have highlighted. Columnist Alex Bornyakov discusses these risks and explores whether it is possible to increase transparency in this programmatic channel.

Estimates on the scale of ad fraud are alarming, with a recent report indicating it will cost brands $16.4 billion this year and the World Federation of Advertisers (WFA) predicting it will cost advertisers anywhere between $50 billion and $150 billion by 2025

Ad blocking has long been a concern for advertisers, but video ads are getting hit especially hard. Columnist Alex Bornyakov explores why this is and offers some solutions to this growing problem.

Digital video advertising is a hot topic that’s about to reach its boiling point. No doubt driven by increasing consumption and Cisco’s much-quoted prediction that over 80% of internet traffic will be video by 2020, interest in digital video advertising is soaring and online video ad spend is expected to grow 31% next year.

The issue of ad blocking encompasses all digital formats, but the impact may well be greater for some types of advertising than others. Ad blocking has grown out of user frustration with slow loading, intrusive and irrelevant advertising, and these factors are amplified with video.

The waterfall is a dependable, yet seemingly outdated, technique allowing publishers to optimise their yield. But the waterfall isn’t dead yet: according to Alex Bornyakov (pictured below), CEO, VertaMedia, it needs to become automated to maintain its relevance.

Pinterest is the latest social media giant to embrace video, but as it pins its fortunes on the format, can it succeed where others have failed?

Alex Bornyakov, CEO of VertaMedia examines the USPs of the different providers on the market and shares his top tips for marketers looking to protect their brands’ online video content

VAST, an acronym for Video Ad Serving Template, is a system designed to create a common language for the communication and transference of data between ad servers and video players. Since its launch by the IAB in 2008, it has undergone several iterations alongside the increasing complexity of video ad technology.

It may be a valuable monetization channel for online publishers, but video advertising comes with its own unique set of challenges. So what mistakes are publishers making when implementing it and how can they be rectified for lasting success?