Entries by Roy de Souza

Ad Fraud Ruins Analytics

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 […]

Mobile Video Monetization Strategies

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 […]

Legacy Media Adopting New Models

Time Magazine is one of the legacy names in the media business. But like all  media, it is struggling to adapt to new business models. In a Wall Street Journal podcast interview, Jen Wong, COO of Time, discussed her opportunity to grow the Time subscription business as well as some of its forays into new […]

Facebook Faces Competition from Snapchat

On the day Snap, Inc.(SNAP), the parent company of Snapchat, became a public company, its stock soared 44 per cent.  That’s because Snapchat reaches a demographic everyone wants to reach: young people who are just forming allegiances to brands. But it’s also because there’s a dirty little secret out there: Facebook advertising doesn’t work. The […]

2016: a Banner Year for ZEDO

For ZEDO, 2016 was the year  the ZINCbyZEDO Innovations Suite of video formats pulled out to lead the market in both completion rates and viewability. It was also the year we became known for our ability to outperform much bigger competitors, even those who offered customer incentives we didn’t match. At the end of the […]

Will Numbers and Scale Give Way to Value?

We’ve noticed a movement lately away from scale,  the high volume content strategy of major publishers. While they thought they needed to publish more stories to gain more readers, they’ve now overwhelmed those readers in a deluge of content, some of it not worth viewing. They then run ads against all that content, further inconveniencing […]

Google Blocks Twice the Number of Bad Ads as A Year Ago

Despite the “moon shots” under development by its Alphabet decision, the Google organization still makes its living through advertising. According to its most recent earnings report, Google grew 8.3% this quarter, largely driven by search ads. However, the company is looking to mobile for new sources of ad revenue, and that’s not working quite as […]

Brand Ads Work

It is not necessary to stalk a tiny audience to get results. Brand advertising, with good creative and a high degree of creative works even better, without offending viewers. We believe publishers should encourage their advertisers to offer better creative, which will then pull people to their sites as less comfortable techniques never will. Publishers […]

Trustworthy Accountability Group

The Trustworthy Accountability Group (TAG) has accomplished an incredible amount during its first year, including rolling out a TAG Registry, an Anti-Piracy Initiative, Certified Against Fraud, Certified Against Malware,  and updated Inventory Quality Guidelines. Now the work begins: to round up more participants. The early adopters are already on board: 127 companies are already TAG-Registered. […]

Germany’s BVDW Advocates for Transparency

In Europe, Germany is known as the country with the strictest privacy concerns. So it is no surprise that a Dusseldorf-based industry association has come up with a code of conduct for marketers, publishers, DSPs, SSPs, and data providers  that will bring some transparency to the programmatic market.. The Bundesverband Digitale Wirtschaft (BVDW) eV is […]