Ad Technology

33 Major Publishers Are Promising Advertisers a New Level of Safety and Transparency
June 19, 2017 at 1:08 pm

The Google-Facebook duopoly has proved to be less than perfect. Google’s video platform, YouTube, has struggled to provide brand safety, and Facebook is still recovering—PR-wise, at least—from its late 2016 measurement woes. TrustX, a programmatic platform announced last September that includes 33 publishers, is looking to capitalize on whatever concerns brand advertisers have with the duopoly. (And, to…

How Fusion Media Group Is Scaling While Integrating With Gawker
June 15, 2017 at 12:51 pm

Publishers need scale to survive. Fusion Media Group is an example of that strategy in action. The modern Fusion Media Group is about a year and a half in the making. Univision first expanded by buying The Root from The Washington Post, and then a stake in The Onion. In August, it bought Gawker Media…

Yes, Bad Adjacencies Hurt Brands
June 14, 2017 at 1:49 pm

Sometimes, conventional wisdom is spot on. Deeply risk-averse by nature, marketers and brand managers have long taken it for granted that allowing their advertising to appear next to offensive or disturbing content will have a negative impact on consumer perceptions — they are right. In the wake of controversy over ads appearing next to extremist…

Grappling With Ad Fraud And Its Nuances
June 9, 2017 at 11:17 am

Charles Dickens once penned the now famous line, "It was the best of times, it was the worst of times."  I am going to counter that with a quote from Art Buchwald, "Whether it's the best of times or the worst of times, it's the only time we've got." I bring this up while trying…

The Digital Advertising Doomsday Clock
June 8, 2017 at 11:01 am

The latest tick of the clock counting down to publishers’ Digital Advertising Judgement Day came on Monday, when Apple announced at its annual developer conference that a forthcoming desktop version of its Safari browser will block the annoying autoplay ads that appear on many Web pages or before online videos. The news doesn’t present a…

Why IGN Made a Big Bet on Native Advertising
June 7, 2017 at 5:16 pm

“Video gamers are some of the biggest ad blockers ever,” said Arvind Jayaram, former director of ad products at IGN Entertainment, a Ziff Davis-owned company covering entertainment and video games through events, video programming, and online news. The statement encapsulates one of the biggest challenges the IGN site faces -- diminishing advertising revenue in the…

Be Careful Celebrating Google’s New Ad Blocker. Here’s What’s Really Going On.
June 6, 2017 at 2:31 pm

Google, a data mining and extraction company that sells personal information to advertisers, has hit upon a neat idea to consolidate its already-dominant business: block competitors from appearing on its platforms. The company announced that it would establish an ad blocker for the Chrome web browser, which has become the most popular in America, employed by…

ACT 7 Conference Report: The Truth About Digital Advertising Lies
May 31, 2017 at 1:50 pm

Samir Husni, aka Mr. Magazine, held his annual ACT 7 conference at the University of Mississippi in late April. The program was a good round up of what is going on in publishing, what our hopes and fears, challenges and opportunities are, and what the most forward-looking publishers, large and small, are doing to create…

Google Links Ads to Brick-and-Mortar Sales
May 30, 2017 at 12:20 pm

Many marketers had their doubts about whether digital ads were worth the money they were paying, because they didn’t have the “last click” of the brick-and-mortar sale. Now, Google is linking that sale to the ad touchpoint, the search giant revealed last Tuesday. “Attribution” isn’t exactly a sexy term to marketers, but “sales,” “revenue” and…

Ad Fraud Will Actually Go Down In 2017, From $7.2 Billion To $6.5 Billion
May 24, 2017 at 2:36 pm

The global monetary impact of ad fraud is expected to go down this year, the amount of mobile fraud happening in the ecosystem is much lower than feared and programmatic can be just as safe as direct-sold if buyers implement the right security measures. The bearers of these good…