Ad Technology

Publishers Are Already Feeling Pain From Apple’s Move Against Ad Tracking
October 16, 2017 at 1:33 pm

Apple is cracking down on ad tracking through Safari, and the first publishers to feel the pain are those who rely heavily on programmatic advertising. Programmatic publishers’ ad rates have taken a hit since Apple updated its Safari browser last month to prevent third parties from tracking users for more than 24 hours after a…

How Automated Advertising Can Help Publishers Cut Out the Ad Tech Middleman
October 11, 2017 at 1:55 pm

When it comes to automated advertising, publishers and advertisers have just scratched the surface. We have seen, and will continue to see, rapid growth in programmatic advertising and real-time bidding. But while programmatic and RTB have played a critical role in automating the delivery functions of media buying, both tools represent a narrow slice of…

Fusion Media: If You Make a Good Ad, We’ll Give You Bonus Ad Space
October 9, 2017 at 2:13 pm

Many publishers believe consumers would pay more attention to online ads if they were just better. Now Fusion Media Group is acting on that sentiment: It is trying out a new system that rewards advertisers that make the most engaging ads by giving them bonus impressions. The Univision-owned digital media company, whose 12 sites include…

The Dangers of the Digital Advertising Echo Chamber & How to Get Out
October 6, 2017 at 2:18 pm

Seismic shifts are underway in the digital advertising world. While some publishers cling to the ad-driven revenue model that has sustained the industry for generations, others are furiously working to branch out from this crumbling paradigm. Regardless of which side of the divide a publisher falls on, one truth remains: To survive in an industry…

What Programmatic Advertising Must Do to Restore Trust With Brands
October 5, 2017 at 11:19 am

Programmatic advertising’s woes have been much publicized, ranging from brand safety problems to concerns over misleading ad reach measurement. While initially attractive for its automation, the problems soon became apparent as the format allows less control for advertisers over where ads are placed. While some anticipate a move away from programmatic toward planned media buys…

Facebook Accused of Inflating Its Reach Among Young Adults
October 4, 2017 at 12:19 pm

As Facebook grapples with the cascading fake news issue, the company is also increasingly facing charges from advertising groups that it is claiming more young adult users than the Census Bureau says exist. Analyst Brian Wieser of Pivotal Research raised that and other questions about Facebook's claims to advertisers in a report in early September.…

How Will Universal User ID Impact Publishers' Programmatic Advertising?
September 18, 2017 at 2:28 pm

Back in May, MediaMath, Acxiom/LiveRamp, Index Exchange, Live Intent, and a few other prominent, non-Google/non-Facebook, ad technology players made an eye-opening statement by announcing their intention to create a “Coalition for Open IDs.” Their goal is to create a single universal ID that connects someone’s identity across all devices and participating providers. Not much has…

Hearst Believes It Can Challenge Facebook And Google by Thinking Like Amazon
September 18, 2017 at 2:06 pm

Hearst Magazines is taking the duopoly head on. In fact, the venerable media company, which publishes magazines like Cosmopolitan and Elle, says it not only has more powerful advertising data than Facebook in some cases but can also be mentioned in the same breath as the ongoing obsession for everyone in media and advertising: Amazon.…

58% of Publishers Say Lack of Time Is Biggest Tech Buying Obstacle
September 12, 2017 at 10:29 pm

Last week Publishing Executive hosted FUSE Media: The Convergence of Technology & Media, a summit designed to help publishing executives discover and better understand the technologies reshaping the media business. Throughout the 2½ days of the summit, I heard the same line over and over again from attendees: “I’m here because I just don’t have…

Ads.txt, Created to Help Publishers Fight Fraud, Isn’t Being Adopted by Publishers
September 8, 2017 at 6:00 am

Ads.txt is supposed to help clean up the industry’s ad fraud problem, but publishers are dragging their feet in adopting the initiative. Few publishers have adopted ads.txt because their tech teams are overcommitted to other projects, and they don’t understand how ads.txt will benefit them. Plus, some publishers want to avoid notifying ad buyers that…