Entries by Roy de Souza

Digiday Video Summit Reflects Industry Changes

The Digiday Video Summit took place the same week the standards of data privacy totally changed, and as a result it was a meeting of video publishing executives wondering what their next strategies would be and sponsors from the world of “monetization,” “advertising,” and “mobile targeting” who knew even less about the future trying to […]

Good Advertising Still Works

Joshua Topolsky, founder and CEO of “The Outline,” has decided to go against the prevailing trend of paywalls and subscriptions. Because many publications are afraid of what will happen to their advertising dollars as a result of GDPR and the trend toward ad blockers, they’ve all gone like sheep to the subscription model over the […]

Time to Re-Examine Google’s Ad Server?

After more than two years of saying very little about its preparations for GDPR, Google has now made several changes that reveal how things will change for the rest of the ecosystem. During a call with the IAB Europe GDPR Transparency and Consent Steering Committee, Google disclosed that it has a new tool in beta […]

Advertising isn’t Going Anywhere

Lately almost every quality publisher is experimenting with paywalls and subscription services.  They are now viewed as a panacea against the need to handle consumer data, and a hedge against the increasing use of ad blockers. Of course subscriptions to newspapers and magazines were available back in the days of print, too. So why did […]

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 […]