OA is just open auction which is what most people think of when they think of AdX, ie. more or less anyone can bids on your inventory.
O&O is owned and operated, where you actually own the audience. In the simplest case this is like YT or Insta for Google and FB but it can be kinda nuanced with more traffic falling under the umbrella than you’d think. More and more this is where energy and attention is being focused, especially as cross-site data becomes scarcer.
Could you explain O&O more? Surely all sites where ads appear are owned and operated by someone, that sounds kind of tautological. Or do you mean, the ad infrastructure itself is owned and operated by the site owner - in which case, what is there for Google to do?
It refers to when the same company both owns the site/content and operates the advertising for it.
Google has search, maps, gmail, youtube. Facebook has its social media sites, Amazon has amazon.com, Yahoo has its own sites. Bigger publishers with enough scale also run their own ad infrastructure, for example Washington Post has some of the most advanced in-house adtech.
You want to flip this. Google/Facebook operate the ad tech and own the site (or, more accurately the audience) so they don’t need to deal with third-party publishers on a per-request basis at all.
The point is that selling ads on third party sites is not where the money is at these days. It’s in selling ads on your own properties. For Google, that’s YouTube, search and Maps. For FB, that’s FB and Instagram.
I was going to ask as well. There’s an incredible amount of jargon around internet ads and marketing in general. Impenetrable to non practitioners imo.
