FYI: First-Price Unified Auctions in Google Ad Manager

Brian Blondy, May 16, 2019

Starting in May 2019 and rolling out in full in August 2019, publishers will begin using new unified pricing rules and data sharing for first-price auctions on Google Ad Manager

The changes will have an enormous impact on the way publishers sell and advertisers buy inventory through Google’s programmatic ecosystem. 

Here is a summary of how inventory is sold today and how it will be purchased as a standard in the near future with the arrival of first-price unified auctions in Google Ad Manager.

RTB Auctions – May 2019

  • First, a second-price, real-time bidding auction runs for authorized buyers from either Google Ads, Display & Video 360 and other DSPs.
  • Second, a first-price auction then compares the winning price from the second-price auction with a publisher’s guaranteed and non-guaranteed advertising campaigns and bids from exchange bidding buyers.
  • The highest bid from all of the auctions wins.
  • Publishers are entitled to set different floor prices for each of the demand sources that they are working with.
  • Publishers are entitled to set an unlimited amount of rules for each interested buyer.
  • Authorized Buyers are not required to share and receive bid data.

TimelineExpected May – June 2019

  • 1% of the Ad Exchange traffic is revised first-price auction format. Only unified pricing rules will apply to first-priced bids.
  • Google is recommending that publishers begin recalibrating their current pricing strategies and rules as soon as possible to ensure desired floor prices are respected during the leadup to first-price unified auctions.  If unified pricing rules are not created for certain types of inventory (subscribed users, premium articles), your impressions on this inventory run the risk of being sold without a floor price in Q3 2019.
  • 5% of Ad Exchange traffic will participate in the first price auction. (June)

Unified Pricing Rules – Expected August 2019

  • Rolling out in stages throughout the summer, unified pricing rules enable publishers to control a single, unified price for their inventory across all indirect demand sources within Google Ad Manager. All inventory will now compete in a single-stage auction with consistent rules and pricing across all channels. 
  • Google’s decision to move towards unified pricing rules aims to assist publishers to easily manage and to reduce the complexity of their website’s floor prices for all non-guaranteed bidders across all indirect sources of demand.
  • First-price auctions is an adjustment to better respond to a digital ad ecosystem, which is increasingly shifting towards first-price auctions and a model where consistent pricing rules will govern all sources of demand. Google believes that first-price unified auctions create a fair and transparent market for advertisers and publishers.  With the changes, first-price auctions are now the de-facto buying method for the programmatic industry as major ad exchanges already support first-price auctions.

TimelineExpected August 2019

  • All Ad Exchange traffic will participate within the framework of the new auction dynamics – unified auction plus first price auction.
  • Open Auction pricing rules will no longer apply to any percentage of Ad Exchange traffic, and only unified pricing rules will be employed.
  • From August 2019, publishers will not be able to set different floor prices for different buying platforms after the transition. 

Unified Pricing Rules – August 2019

  • Exclusive to display and video inventory (includes publishers guaranteed campaigns, all non-guaranteed bidders, authorized buyers and everyone else – at once).
  • Open Auction via Authorized Buyers (formerly known as Ad Exchange).
  • Private Auctions (both optimized and non-optimized).
  • First Look Demand.
  • Third-Party exchanges that participate in Exchange Bidding.
  • Non-guaranteed line item types Price Priority, Network, and Bulk (Beta).
  • Bids from publishers’ guaranteed campaigns.
  • Non-authorized bidders will have the same opportunities as authorized DSPs. 
  • Google will not have last look opportunity to pay just above the winning bid after an auction to win the impression. 
  • With a unified first-price auction, Google, like all bidders, will pay the full bid amount (minus fees).
  • Does not affect auctions for Search, YouTube, AdSense for Search or other Google property inventory.

Floor Price Strategies and Rules – Expected August 2019

  • Publishers are limited to setting more than 100 rules at a platform level for each interested buyer (including Google).
  • Large publishers often prefer to use hundreds of different rules for each buyer to ensure price consistency and unique pricing to each demand source across their portfolio of programmatic and direct deals.
  • Google has recently stated that it is open to exceptions and willing to change the allowed limit if during testing they find that it is too low throughout summer 2019.
  • Publishers should focus on determining the true value of their inventory and adjust pricing reflective of their existing advertising deals and how buyers are actually valuing their inventory rather than pricing how they believe that it should be valued.

Reporting and Data SharingExpected August 2019

  • Both publishers and advertisers will have to share and receive bid data.  More bid data will be shared with publishers and advertisers than ever before.
  • Publishers will be exposed to an aggregation of data from opted-in buyers as well as deeper visibility into each type of auction to give more in-depth analytics for pricing strategies.
  • Publisher pricing from non-guaranteed advertising sources will not be shared with buyers before they bid in the auction.
  • Publishers will now have the ability to receive reporting on all bids submitted by buyers from Google Ads and Display & Video 360.
  • Both Authorized Buyers and Exchange Bidding buyers will both be able to see the winning prices for auctions they participated in.
  • Greater transparency, operational simplicity, and more informed bidders. Buyers receive more pricing insights (data) in order to more effectively evaluate a publisher’s inventory.



Advertisers to Spend $18 Million on Video in 2019

Brian Blondy, May 6, 2019

A recently published report by the iab states that a global increase in digital video consumption has motivated increased investment in video marketing across platforms.

The new report titled “Digital Content New Fronts: 2019 Video Ad Spend Report” writes that brands are expected to increase video spending by more than 25 percent in 2019 compared to 2018 (14.2m).

The report stated exciting findings of the growth of video in 2019 and onwards:

• 60% of ad buyers plan to increase their TV spend in the next calendar year.
• Buyers are increasingly using a significant portion, often 50% or more, of their ad budget to buy video.
• New and innovative digital video ad formats are emerging in the industry and are expected to be significantly adopted by premium advertisers.

Read more from the IAB Research report here

Did You Know that You Can Earn Premium Monetization from Every Impression You Serve?

Build Your Ad Stack – The video platform will provide your website with a new, highly profitable revenue stream that works seamlessly alongside your current ad units.

Plug and Play Solution – Enjoy video monetization without having to face the complexities or demands of producing original video content for your website.

Expert Management – Total Media’s in-house team of programmatic professionals will expertly manage and maximize your fill-rates and floor prices.

Click here for more about our video monetization solutions for publishers.

The Power of Outstream – Mobile Interstitial

Brian Blondy, August 22, 2018

 

 

Mobile View

This format is a mobile format, in order to view properly please enter using your mobile phone. Alternatively you can use the developer toolbar in Chrome by pressing Ctrl + F12 and clicking on the mobile icon as per the below.


 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

 

Mobile Interstitial – Ideal for Smartphones

A top fixed slider is designed to open up when there is demand, in the top center area of the user’s screen, and remains anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

The Power of Outstream – Mobile Top Fixed Sticky

Brian Blondy, June 28, 2018

 

 

Mobile View

This format is a mobile format, in order to view properly please enter using your mobile phone. Alternatively you can use the developer toolbar in Chrome by pressing Ctrl + F12 and clicking on the mobile icon as per the below.

 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

 

Top Fixed Sticky – Ideal for Mobile

A top fixed slider is designed to open up when there is demand, in the top center area of the user’s screen, and remains anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Click Here to View Our Outstream InRead Demo

 

 

Programmatic Video, with a touch of history

Brian Blondy, April 29, 2018

 

An Overview

Once upon a time, programmatic video advertising was not an obvious choice for publishers wishing to monetize their inventory. The word programmatic, the use of software to purchase digital advertising, was met with blank stares and questionable motives. Thankfully, as the industry began to realize that manually negotiating, serving ads, banner tracking was too much for the ad networks to handle, it was essential to find an automatic solution.

To be fair, the digital marketing industry has historically been able to “keep up” with the complex and ever-growing web. It’s been a tango, to the say the least, with the first banner ad in 1994 on Hotwired creating the need for ad servers which in turn birthed the demand for ad networks. These ad networks were able to hold down the fort but the web kept growing and growing and eventually things got out of hand again – insert, Google. Thanks to AdWords and AdSense, the web could be trusted again.

Then, in 2007, Apple launched the iPhone and Google followed shortly with Android OS which completely changed the game. The web grew exponentially along with the audience. Manual ad serving was now out the question, for most publishers, as it was becoming increasingly difficult and, needless to say, unprofitable to pace the industry. Using computers and algorithms to make ad serving more efficient means that programmatic advertising is not just the future, it’s already the present.

 

 

Present Day

This brings us back to video ads served programmatically, an obvious choice now for publishers worldwide who wish to optimize yield. The reality is that serving ads programmatically enables data-rich, targetable, and scalable inventory trading.  Advertisers can buy across thousands of sites, focusing only on your target audience and are not limited to existing users only, but new ones as well. Programmatic advertising is CPM based, meaning that you for the actual impression, not per click on the website.

 

Publishers have a few options when it comes to programmatic video:

  • Creating their own unique video content and featuring it through their embedded player – this option allows publishers to offer this content to direct advertisers for premium prices as well as to programmatic buyers
  • Subscribing to an online video library and choosing content verticals which are most related to their content, or featuring YouTube type video content
  • Allowing 3rd parties to embed their own player and content to be featured on a site with their own monetization.

 

What automatic, data-enriched ad serving has proven quite certainly is that time is money, and publishers and advertisers are adopting programmatic ad serving at a rate that would make RTB run for the hills.

Total Media has a wide variety of video ad tools for our clients and we would love to share them with you. Click here for more information about our video platform for publishers, an all in one solution (player, marketplace, and dashboard) with multiple video formats to responsively show video advertisements on your website.

 

 

The Power of Outstream – Sticky

Brian Blondy, April 23, 2018

 

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.

 

Sticky Video Monetization – Ideal for Desktop

A sticky ad is designed to open up when there is demand, in the bottom right-hand side the screen, and is anchored there when the user scrolls. The player will close when the ad completes. In addition, there is an option for the user to close the ad.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple- webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

Check out our video monetization demos for publishers:

In-Article VCU

Corner VCU

Persistent VCU

In-Article Outstream

Inside of Outstream, Taking a Closer Look at InRead

Brian Blondy, April 23, 2018

Outstream for Publishers

Unlike pre-roll, mid-roll, and post-roll formats, outstream is not dependent on existing video content. All types of publishers can increase monetization opportunities with video outstream because it allows publishers to enjoy revenue from video without having to face the complexities or demands of producing video content while at the same time ensuring an excellent user experience on the site.



InRead Video Monetization

InRead is a type of outstream video format that is designed to open up when there is demand and expands to show between text. Publishers have the option to choose whether the player will pause if the player becomes less than 50% viewable or the player can continue in the bottom right-hand corner of the page in a minimized size.  In both cases, the video player will close upon the completion of the advertisement.

Total Media’s outstream tags are connected to buyers from hundreds of dynamic demand sources. Any publisher can use outstream within their content as a means of creating website monetization on desktop and mobile.

Implementation of outstream onto a webpage is simple – webmasters simply need to add a universal, simple tag which will take a small footprint onto the web page.

 

Check out our video monetization demos for publishers:

In-Article VCU

Corner VCU

Persistent VCU

Sticky Outstream

A Conversation about Ads.txt with Mr. Sherzod Rizaev of MinuteMedia (Short)

Brian Blondy, January 24, 2018

A Conversation about Ads.txt with Sherzod Rizaev, Global Head of Commercial Operations at Minute Media

 

It brings us great pleasure to present a recent interview we conducted with Sherzod Rizaev, Global Head of Commerical Operations at Minute Media.  Total Media has worked as programmatic partners with Mr Rizaev and Minute Media since 2015.  Minute Media’s open platform delivers tech-driven content, advertising, and product experiences for global communities, publishers and brands. Its 5 international newsrooms and 4 video studios publish 1000 pieces of original content in 11 languages each day across its three brands (90min, 12UP and DBLTAP) as well to premium publishers and platform partners including Sports Illustrated, Univision, Oath, Time Inc, ProSieben, and EI.

We recently asked Mr Rizaev about his thoughts and experiences with Ads.txt and how Minute Media has adjusted and responded thus far to Ads.txt.

 

Why did you decide to add Ads.txt to your website?

We were convinced to add Ads.txt to our website for the following three reasons:

  • Following Google’s leadership of the initiative
  • Being able to discover who is monetising our inventory and control
  • Being able to define which other opportunities and partners are out there for us to approach directly

Have you experienced any issues implementing and setting-up Ads.txt? What has been the impact Ads.txt has had on your business thus far?

No, we have not experienced any issues with Ads.txt because we have an excellent development team that have prepared themselves and have covered the set-up and management of the Ads.txt file comprehensively.

 

Have you been approached by 3rd parties who have said that they have a previous relationship with your website yet you do not recognise who they are?

Every single day. Every day we receive a few emails from vendors that are saying, “here is our Ads.txt ID, please add it to your Ads.txt file, and you will generate $1M overnight.”  We see that particular vendors will send the same email to us every day until we either respond or make a decision about them.  In the meantime, we’re not doing anything with these emails.

 

Has the presence of Ads.txt changed your relationship with your approved partners?

One of the primary reasons we added Ads.txt was to figure out who we are working with, where is our inventory being exchanged and to identify the vendors that I recognise. Ads.txt allows me to work with my approved vendors directly, to work just with them, rather than these unknown 3rd party vendors who are reaching out to us every day.

For example let’s say that network “XYZ” has given us access to six different networks, each of their unique reseller IDs through the relationship. Now, I know that they are taking the impression and applying some tag or programmatic floor to monetise the inventory for us.  We’re already working with those partners and we have already seen the inventory on the exchanges.

Unless we have the open channels to generate revenue right now and we have agreed on the rates with them, and we have been working with them either on a pass by basis or a header or however we have previously worked with them, we won’t add them to our Ads.txt file.

 

What are your expectations/predictions for Ads.txt going forward?

It’s still yet to be seen, but I am optimistic about Ads.txt for 2018. Looking at the industry itself, the types of technologies that we want to employ, the likes of Ads.txt, and partners like Google, we believe that unique technologies that will benefit our website will arrive in the coming year.

My prediction is that Ads.txt is going to clear out the 3rd party sellers that have been gaming the system up until now. Ads.txt will force specific companies in the industry to go bust. The business sitting in the middle making money on the buying, selling and arbitrage, they will be the ones that will suffer. Though, it’s only a matter of time before third-parties find a way to trade again in different ways because the impressions are often sold many times over in exchanges.

 

Interview conducted by Brian Blondy, December 2017.

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at [email protected] or on LinkedIn

A Conversation about Ads.txt with Mr Sherzod Rizaev of MinuteMedia (Full)

Brian Blondy, January 11, 2018

A Conversation about Ads.txt with Sherzod Rizaev, Global Head of Commercial Operations at Minute Media

 

It brings us great pleasure to present a recent interview we conducted with Sherzod Rizaev, Global Head of Commerical Operations at Minute Media.  Total Media has worked as programmatic partners with Mr Rizaev and Minute Media since 2015.  Minute Media’s open platform delivers tech-driven content, advertising, and product experiences for global communities, publishers and brands. Its 5 international newsrooms and 4 video studios publish 1000 pieces of original content in 11 languages each day across its three brands (90min, 12UP and DBLTAP) as well to premium publishers and platform partners including Sports Illustrated, Univision, Oath, Time Inc, ProSieben, and EI.

We recently asked Mr Rizaev about his thoughts and experiences with Ads.txt and how Minute Media has adjusted and responded thus far to Ads.txt.

Why did you decide to add Ads.txt to your website?

First, the choice to add Ads.txt follows Google’s leadership and industry focus on the subject. In addition to working with Google, we also put our inventory on other multiple platforms which follow Google’s lead in the industry. Primarily, an initiative supported by Google or the IAB will always be strongly considered and most likely implemented by our team since Google is one of our website’s primary revenue generators.

Second, Ads.txt gives us a better idea of who is monetising our inventory and on which platforms. For example, if I’m working with a network and they are giving me six different network IDs files, I know for sure now how they are monetising my inventory. Through Ads.txt, I see how much unique demand these providers possess. Supporting the Ads.txt initiative is proving to be crucial for us for figuring out how our impressions are being mapped out onto the global exchanges.

Third, there are some players on our .txt file that I’ve never heard of, specifically some of the exchanges, especially on the video front. We see this as an opportunity to check all of our vendors and to leave no stone unturned at this stage since video is a primary revenue stream of ours.

These three reasons combined: Google’s leadership of the initiative, finding out who is monetising our inventory, and which other opportunities and partners are out there for us to approach directly, convinced us to implement Ads.txt onto our website.

 

Have you experienced any issues implementing and setting-up Ads.txt? What has been the impact Ads.txt has had on your business?

No, we have not experienced any issues with Ads.txt because we have an excellent development team that have prepared themselves and have covered the set-up and management of the Ads.txt file comprehensively.

Have you been approached by 3rd parties who have said that they have a previous relationship with your website yet you do not recognise who they are?

Every single day. Every day we receive a few emails from vendors that are saying, “here is our Ads.txt ID, please add it to your Ads.txt file, and you will generate $1M overnight.” We see that particular vendors will send the same email to us every day until we either respond or make a decision about them. In the meantime, we’re not doing anything with these emails.

As I said earlier, one of the primary reasons we added Ads.txt was to figure out who we are working with, where is our inventory being exchanged and to identify the vendors that I recognise. Ads.txt allows me to work with my approved vendors directly, to work just with them, rather than these unknown 3rd party vendors who are reaching out to us every day.

Unless we have the open channels to generate revenue right now and we have agreed on the rates with them, and we have been working with them either on a pass by basis or a header or however we have previously worked with them, we won’t add them to our Ads.txt file.

 

Has the presence of Ads.txt changed your relationship with your approved partners?

The presence of Ads.txt has helped us to clarify who we are working with. For example let’s say that network XYZ has given us access to six different networks, each of their unique reseller IDs through the relationship. Now, I know that they are taking the impression and applying some tag or programmatic floor to monetise the inventory for us. We’re already working with those partners, and we have already seen the inventory on the exchanges.

Now I ask myself, do I need network XYZ? Yes, I believe that we have more control to decide. But that feeling currently leads to the need to conclude whether we want to work with these guys or not because we have more information in which to judge them and their activities.

In a conversation that I recently had with the IAB, a particular question kept popping up in my mind, “How many vendors are too many?” Looking forward to January 1, we are already looking to clean out a lot of the happenings within our ecosystem within our control. We primarily want to analyse our system and find the ones that we wish to have our inventory monetised by.

We have taken the perspective as we are crafting our Ads.txt list to ask ourselves, how many local partners do we need? How many global partners do we need to serve 80-100M unique visitors?

We’re sure that we are going to need a lot of partners to serve our audiences. It might be that we should have partners that are strong in specific local markets versus our global partners that are strong in our top ten markets.

 

What are your expectations/predictions for Ads.txt going forward?

It’s still yet to be seen, but I am optimistic about Ads.txt for 2018. Looking at the industry itself, the types of technologies that we want to employ, the likes of Ads.txt, and partners like Google, we believe that unique technologies that will benefit our website will arrive in the coming year.

As of today, I believe that it is still early to accurately judge the impact Ads.txt has had on our business and revenue. Though we have seen an impact from our third-party publishers that have seen a dip in their income over the last month. For us, we were ready when Ads.txt launched, and we have been fortunate to have not seen a drop in our revenue. It remains to be seen whether this stabilisation of our revenue connects to whether Ads.txt is working or whether there is no connection at all.

My prediction is that Ads.txt is going to clear out the 3rd party sellers that have been gaming the system up until now. Ads.txt will force specific companies in the industry to go bust. The business sitting in the middle making money on the buying, selling and arbitrage, they will be the ones that will suffer. Though, it’s only a matter of time before third-parties find a way to trade again in different ways because the impressions are often sold many times over in exchanges.

I think it is a positive development that the system will be cleaned for the benefit of the publisher as well as the advertiser. If Ads.txt works in clearing out the system more efficiently, I believe that it is going to add quick ad returns since our approved vendors who buy from us are responding directly to us with their creatives. In addition to the absence of the arbitrage of our inventory, I believe that Ads.txt will continue to diminish the chances for us to being misrepresented to the advertiser. In the end, we will deliver much better results for advertisers.

 

Interview conducted by Brian Blondy, December 2017.

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at [email protected] or on LinkedIn

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Ads.txt Publishers Appear to be Winning Despite Heavy Financial Pounding

Brian Blondy, December 14, 2017

Publishers are estimated to be losing in upwards of $1.3B a year as a result of third party sellers fraudulently impersonating publisher inventory on global ad exchanges according to new study published by Google.

Google believes that certain nefarious actors are submitting in upwards of 700M false ad requests per day, which as a result causes publishers to lose significant amounts of revenue every day.  The December 12 report states that publishers are losing up to $3.5M per day based on a $5 video CPM evaluation.

The report was composed in concert with notable publishers such as Business Insider, The New York Times, The Washington Post in addition to AdTech specialists Amobee and Quantcast.

The act of counterfeiting impressions occurs most frequently when a seller switches the URL of a high-quality site with that of a low-quality publisher or when the seller produces fake impressions and then repackages them with the URL of a high-traffic publisher.  In either of the aforementioned scenarios the seller then presents the fake inventory to the world’s ad exchanges and supply-side platforms (SSPs), obviously without the premium publisher’s knowledge, with the intent to fool advertisers into thinking that they are buying premium inventory.

Despite the heavy financial pounding publishers have taken, Google believes that Ads.txt is just the solution in order to fight back against the unchecked fraud that has taken place.  Within the study the authors managed to identify roughly 1000 accounts in more than 24 marketplaces offering counterfeit advertising inventory.  As a result, the accounts were terminated, thus reducing available inventory and raising prices for authorized advertising buys.

Throughout 2017, Google has promoted Ads.txt as the best means for ensuring transparency and increasing brand safety for publishers and advertisers. In short, Ads.txt works by allowing publishers put a file on their server that says exactly which companies they sell their inventory through.  The file lists partners by name, but also includes the publisher’s account ID.  This is the same ID buyers see in a bid request, which they can use as a key for campaign targeting. Buyers use a web crawler to download all the ads.txt files and the information contained within on a regular basis and use it to target their campaigns.   This means buyers know that if they bid on request that comes from an authorized ID, it’s coming from a source the publisher trusts or has control over.

As of early December 2017, nearly 50% of the world’s top 2,000 websites have already added Ads.txt onto their websites.

 

At Total Media, we have already have an abundance of experience working with premium publishers seeking to maximize their ROI with Ads.txt.  If you would like assistance with Ads.txt, we can help you with everything along the way in addition to providing you with the finest consultation. If you would like assistance with Ads.txt you can reach us here or if you would like to join Total Media’s monetization program for premium publishers click here.

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at [email protected] or on LinkedIn