How Vertical Video Is Produced, Traded, and Measured in Ad Sales
· 1h ago · Originally reported by PPC Land
Vertical video, typically formatted at 9:16 for upright mobile viewing, has become a dominant creative format in digital advertising. The industry is now focusing on the specific workflows required to produce, serve, trade, and measure these ads effectively within programmatic environments.
Why it matters
As mobile usage shifts toward vertical consumption, advertisers must adapt their buying strategies and measurement standards to ensure vertical video inventory delivers genuine value rather than just filling screen space.
Explain it like I’m new here
Just like how you hold your phone up tall to watch TikTok, ads are now being made the same way so they fit perfectly on your screen without needing to turn sideways.
Terms in this story
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
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