Publishers Have a Problem: Their Outdated Approach to Magazine Ads
October 16, 2017 at 9:00 am

“My name is Eadward, and I work in magazine publishing.” Welcome to Magazine Publishers Anonymous, a new 12-step program for people trying to overcome their addiction to the same old way of publishing magazines. I thought we’d get an influx of members a couple of weeks ago when The New York Times published “The Not-So-Glossy…

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…

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…

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…

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…

Publishers Say Email is #1 Revenue-Driving Technology
September 28, 2017 at 11:54 am

When we talk about technology in the publishing industry, we often discuss what’s new and groundbreaking, like how publishers are using chatbots to deliver personalized newsfeeds or dipping their toes into voice assistant platforms like Alexa and Google Home. Although new technologies are exciting and certainly worth exploring, many publishers have a more pressing question:…

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…

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…

Lead Gen: Where Do Publishers Go from Here?
August 24, 2017 at 11:18 am

Several years ago, I had a transformative experience surrounding lead generation. At the time, I worked for Edgell Communications and a good portion of our online business was driven by lead-gen programs. We were proud of our programs. We had a new platform. We delivered quality results. Our business was growing. But, as I sat…