Advertising

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.…

8 Trends & Takeaways From the FUSE Media Summit Keynote
September 14, 2017 at 9:54 am

At the inaugural FUSE Media technology summit in September 2016, publishing executives and tech providers came together to discuss ways in which technology was helping to resuscitate a publishing industry in flux. Attendees were treated to a prescient forecasting of media trends from FUSE Media conference chair Jeffrey Litvack, who at the time was interim…

LinkedIn Is Going to Start Serving Native Ads to Outlook Users’ Inboxes
September 12, 2017 at 2:36 pm

One year into Microsoft’s $26.2 billion acquisition of LinkedIn, the professional social networking site is starting to serve ads targeted at the inboxes of Microsoft Outlook users. The move is part of LinkedIn’s new native ad network LinkedIn Audience Network that will place advertisers’ sponsored posts into ad inventory found in third-party publishers and apps. LinkedIn…

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…

Publishers Are Making More Video—Whether You Want It or Not
September 5, 2017 at 1:28 pm

Mic, a website aimed at millennials, used to employ 40 writers and editors producing articles on topics like “celebrating beauty” and “strong women.” Ten were let go this month, with most in the revamped newsroom of 63 now focused on making videos for places like Facebook. Critics have called such moves “100 percent cynical” and…

When Brands Become Publishers, Publishers Must Reassess Their Value Proposition
September 5, 2017 at 11:32 am

Today advertisers view themselves as publishers and are creating content to engage prospects and customers with their products. So where do publishers fit in? Sales strategy expert John French says that publishers need to adapt and become audience relationship managers for their advertisers and help funnel new audience to advertisers' content. In this video, French…

With Advertising and Circulation Dwindling, Diversification Is Continued Imperative for Mag Industry
September 1, 2017 at 2:00 pm

A study conducted by consulting firm PwC confirms what a many publishing leaders already know: As advertising and circulation revenues decline, diversification becomes a business imperative. “Advertising for print is down. Circulation is down. Revenues are projected to be flat,” says PwC partner Greg Boyer. “To make up for these declines, magazine publishers need to…

BuzzFeed Reverses Course & Embraces Banner Ads
August 29, 2017 at 1:35 pm

Never say never in digital media. For years, BuzzFeed executives preached two things. The digital ad industry needed something better than the much maligned banner ad. And web ads should be "native." So-called "native" ads should look and feel like the websites they appear on (think a Promoted Tweet). They should be custom to that…

‘Larger Than Usual’ Ad Fraud on Exchanges Prompts Google to Offer Advertiser Refunds
August 28, 2017 at 1:19 pm

According to a report in The Wall Street Journal (WSJ), Google is providing refunds to some advertisers that used DoubleClick Bid Manager in conjunction with ads that were placed on sites with fraudulent or invalid traffic: In the past few weeks, Google has informed hundreds of marketers and ad agency partners about the issue with…