The new emphasis on brand safety has done more to change the digital media landscape than anything since the rise of programmatic. It is incumbent on everyone who buys media to know where they’re buying, and on publishers to make sure a brand ad doesn’t appear in an inappropriate place, even though everything is done […]
For publishers, Facebook is no longer the darling it once was. To be honest, it was never a darling; it was more like a force that had to be reckoned with, as all the publishers who jumped on Instant Articles thought they knew. For them, once Instant Articles launched, it was damned if you do […]
Mobile advertising has yet to come into its own, perhaps because advertisers are not yet sure what users will tolerate on a device actually held on the body. Perhaps it seems more invasive because mobile advertising is capable of collecting information about users’ activities across different apps over time to deliver ads to those users […]
It all started when the London Times published an investigative piece a couple of weeks ago about ads from prominent brands appearing on terrorist sites and alongside other types of objectionable content. Of course this has been going on for years, at least since the beginning of programmatic buying, but all of a sudden brand […]
The backlash is upon us. Publishers who have misjudged the online market will have more problems in the coming months if they don’t figure out a way to trade useless scale for more targeted reach, because the flight to quality continues for advertisers. While that means more niche and less reach, it provides an amazing […]
Another marathon political month ends with the US going in the opposite direction regarding consumer data from the EU. This could end up being confusing to both consumers and advertisers. The US Senate has passed a bill saying that ISPs can now monetize consumer data in the same way Google and Facebook do. This bill […]
Whatever happened to the newspaper empire William Randolph Hearst founded in 1887? It has grown out of newspapers almost entirely, and now has 350 different businesses in 150 countries. According to Troy Young, President of Digital for Hearst, half of the company’s content will be video soon. Young, who joined the company four years ago […]
If you go to an ad industry conference, you will hear speaker after speaker talk about how the agency model is in jeopardy, and how agencies are doomed by brands who are taking media buying in house, refusing to pay commissions and fees, and building their own DMPs. So how come everybody but agencies wants […]
Ad fraud. The gift that keeps on giving. Marketers are beginning to understand that ad fraud affects their actual spend (they get less for their ad dollar), but they haven’t yet caught on to the fact that it affects their metrics as well. Fake traffic and clicks generated by bots throw off analytics and can […]
Everyone in the industry is wondering when mobile video will begin to be monetized properly (by which we mean in proportion to the time consumers spend watching it).As part of our work on the IAB Digital Video Committee, we attended a meeting to learn what may be holding the industry back from getting the kind […]
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