Advertising

Media Pitch: Ad3 Wants to Make Video Faster & More Profitable for Publishers
October 13, 2017 at 9:41 am

As the pivot to video picks up steam, startup Ad3 hopes to rectify issues that have made online video less enjoyable for viewers and less profitable for publishers. The video technology startup plans to cut out superfluous ad tech partners with its all-in-one video player, ad server, mediation layer, and real time analytics. That will…

BuzzFeed Thinks It Has Figured Out a Way to Make Web Ads People Might Actually Like
October 11, 2017 at 2:08 pm

BuzzFeed is trying to make it a lot easier for big TV marketers to buy ads on its owned-and-operated properties. The digital publisher is rolling out two new ads aimed at helping marketers produce ads that fit the look and feel of BuzzFeed without all the heavy lifting of having to create original content. The first product allows brands…

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…

If Ads Don't Work, Can Publishers Strike Subscription Gold?
October 10, 2017 at 12:44 pm

Tony Haile spent seven years trying to save the internet from click-based hell. As CEO of Chartbeat, a software and data provider to publishers, he showed editors, in real time, which stories were “trending” on their sites. He hoped the information would convince media companies and advertisers that their primary way of doing business online—through…

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…

A Salesperson's Most Valuable Resource Is the Audience Development Manager
October 9, 2017 at 11:59 am

Audience data is king in modern media sales. Salespeople need to have a deep understanding of their audience in order to help advertising clients connect with that audience and convert them to a purchase. In order to do this, sales expert John French recommends media salespeople tap into the most valuable resource in their organization…

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…

Rupert Murdoch Is The Media’s Unlikely Hero In The War Against Facebook And Google
October 5, 2017 at 11:24 am

As the media industry girds for war with Silicon Valley’s powerful tech companies, its executives are coming to a painful realization: Rupert Murdoch saw it coming. The octogenarian Aussie is seen in his industry as a rogue, a villain, and a bit of a Luddite, crouching behind his paywalls as the future arrives. His empire’s…

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…