Ad Serving

Reality Check: Is Ad Fraud Up Or Down?
August 1, 2018 at 1:05 pm

Last year there was some good news for the ad tech industry when the Association of National Advertisers (ANA) announced that they believed ad fraud would drop from $7.2 billion in 2016 to $6.5 billion in 2017. As the founder and CEO of a cybersecurity solution, this cheered us up because…

Bloomberg Media Takes a Stab at Overhauling the Display Ad
July 30, 2018 at 12:37 pm

Bloomberg Media is the latest publisher to try to breathe new life into the display ad with a new ad format it calls Ad.apt that takes an advertiser’s basic assets like a video and headline and turns them into one of four ad variations, showcasing video, data or related Bloomberg news articles. It also tailors…

To Grow Print Revenue, Give Advertisers What They Want: Data-Driven Targeting
July 16, 2018 at 10:47 am

There’s an old saying that, “If the only tool you have is a hammer, everything looks like a nail.” I goofed. I’ve been advocating the use of a “hammer” to help magazines reverse a decade-long advertising slump. I should have been talking about what we need to build. What the magazine industry needs to focus…

Dire Predictions Aside, GDPR Didn’t Kill Ad Retargeting (It’s Growing)
July 9, 2018 at 11:02 am

Europe’s far-reaching data privacy law was meant to be the end of ad retargeting, but the early signs suggest it’s still going strong. Six weeks after the arrival of the General Data Protection Regulation, spending on retargeting is rising, according to several advertising executives. In the case of three of those executives, who all spoke…

What AT&T’s Acquisition of AppNexus Means
June 27, 2018 at 9:30 am

AT&T has acquired digital advertising technology company AppNexus, it said Monday, signaling that the telecom giant is looking to become a bigger player in digital advertising and siphon digital ad dollars from Google and Facebook. The deal, reportedly worth around…

In the GDPR Era, Contextual Targeting is Making a Comeback
June 8, 2018 at 9:04 am

The ad-buying pendulum is swinging slowly but surely back to contextual targeting, thanks to the arrival of the General Data Protection Regulation. With so much market uncertainty surrounding the impact of GDPR, many ad buyers are reluctant to take risks with data-heavy audience targeting techniques. But contextual targeting, where…

Apple Can Succeed In Ads Without Sharing Data
June 6, 2018 at 3:35 pm

Apple is reportedly headed once more into the fray with the launch of a contextual ad network that could include inventory from Pinterest, Snap and a collective of other apps in the App Store. The move, first reported by The Wall Street Journal, may seem strange in light of macro events like Facebook’s data scandal and…

Apple Says it is ‘Shutting Down’ Tracking From Like & Share Buttons and Conversation Platforms
June 6, 2018 at 11:11 am

Apple further entrenched its strategic positioning as privacy protector against the ad tech ecosystem at WWDC, its annual developer conference, on Monday. Apple is taking aim at Facebook’s Like buttons, Disqus comments widgets and other third-party APIs that can be used for data collection, tracking and ad targeting. Last year, Apple shrugged at industry pushback that…

Facebook and Google Dominate Online Ads. Can Alliances Between News Publishers Compete?
May 25, 2018 at 10:32 am

Digital advertising revenue, dominated by giants like Google and Facebook, is on course to track above $335 billion by 2020, or about the same as the GDP of Ireland. One researcher has estimated that Facebook and Google draw around 85 percent of total digital ad revenue worldwide. Google alone will continue to channel…

Amazon Retargeting to Challenge Google
May 24, 2018 at 10:08 am

Amazon retargeting may happen soon, taking on Google for market share. Amazon is testing the product with “select merchants” this month