Programmatic Advertising

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…

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…

The Coming Advertising Tsunami of 2018, Pt. 1
September 29, 2017 at 2:20 pm

Are B2B publishers about to get slammed by internet forces beyond our control? If you follow the breadcrumbs of recent news reports and announcements, it looks like there is a tsunami coming that will affect everyone’s online advertising sales. The underlying story is well documented: Online advertising fraud is rampant to the tune of $6-7…

Google, Apple Leave Publishers in the Dark on Ad & Cookie Blocking Browser Updates
September 21, 2017 at 10:54 am

Today, if you wanted an ad blocker to be operational on whichever browser you most often use to surf the web, you would need to go through the somewhat arduous process of actually turning it on. For many of us, that process would involve a fair bit of downloading and Googling, and perhaps a little…

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…

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…

How to Stop Ad Fraud, Fake News & Ad Blocking From Tanking Publisher Revenue
September 8, 2017 at 6:00 am

Innovation often yields our toughest publishing challenges. Ad fraud, fake news, and ad blocking are three examples that stem from one such disruption: The prevalence of programmatic advertising. Ad fraud is probably the most pernicious culprit. It stems from sites, stuffed with programmatic ads, that attract bot traffic to yield false impressions, generating income that…

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…