Entries by Roy de Souza

Can Ads Work Without Targeting?

We’ve grown fond of thinking that we need data, data, and more data to have ads that work. That data bias has driven the creativity right out of the industry, and with it the consumer’s tolerance for advertising in general. And yet, many ads used to succeed and even still do, without targeting customers through […]

Header Bidding Wins

Just as publishers were beginning to see increased revenues from the 2016 hack called “header bidding,” Google decided to get into the game. For a while, header bidding was a way around Google’s almost total control of real time bidding auctions. But now Google has released its own solution called Exchange Bidding to all publishers […]

Publishers with Strong Brands Increase Revenue

People will watch advertising in your app if you promise them something worthwhile. If the promise is important enough, they will “endure” ads to keep you in business, which is how it worked in the good old days of print and TV. However, if you break your promise, and lose trust, you have lost something […]

Whose Digital Identity Consortium will Win?

Companies in programmatic rely on their own cookies or device advertising IDs to anonymously identify audiences. Thus a consumer can receive many identifiers, resulting in data loss through fragmentation. This is how we got to the problem of a flood of data, yet decreased understanding of consumers, less effective targeting, frequency management, optimization, attribution, and a […]

Does Advertising Really Need so Much Tracking?

Our old friend Doc Searls is taking another step toward putting readers in charge of their data and taking on the use of too much consumer tracking. In a prototype edition of the reborn Linux Journal, he is going ask readers to indicate what they want in their advertising: We believe the only cure is […]

Building a Brand: For Publishers

All publishers will not survive the latest onslaught of Facebook changes and GDPR compliance. At least not with an advertising model. But should they? The combination of an almost limitless content  supply of sometimes questionable quality, the “Amazon effect” on brands, and the intolerance of consumers for slow-loading pages and interruptive ads will cause a […]

Lost Trust is Hard to Rebuild

It was the mother of all ad frauds. A group of Russians working with the Kremlin and desperate to have anyone elected but Hillary Clinton set up a pseudo- ad agency with a budget of $1.25 million a month and bought ads on social media platforms like Facebook and Instagram, measuring viewability, comments, and engagement. […]

Our Formats Meet Better Ads Standards

There’s a reason we’ve been around since 1999 and are still here for our publisher partners, our brands, and their agencies. It’s because we actually care about what we do and take pride in our work. We try to adhere to all the better ads standards coming into the industry before everyone else. As a […]