Ad Technology

Publishers Should Expect More Data from Programmatic Demand Partners
July 11, 2019 at 9:52 am

Programmatic demand has become an essential part of many publishers’ revenue strategy. Sell-side platform (SSP) companies have seen amazing growth — the top 10 alone account for over $84 billion in revenue. However, when it comes to analyzing critical data in order to optimize their programmatic business, publishers are left to fend for themselves. On…

2019 to 2022: The Evolution of Consumer Consent & How Publishers Must Adapt
June 6, 2019 at 5:02 pm

The EU’s General Data Protection Regulation (GDPR) laid the foundation for privacy legislation in 2018. One of its key aims was to give consumers more control over their personal information and make users understand they have a choice when it comes to providing consent to data collection and processing. In the US, initial responses to…

What Google’s Switch to First-Price Auctions Means for Publishers
May 30, 2019 at 11:55 am

The second-price auction played a starring role in making programmatic a $48 billion industry, but Google’s first-price switch means the model could be facing its final curtain call. After years of issues caused by header bidding and sequential auctions, Google has moved away from second-price auctions to increase transparency. Here is what publishers need to…

How Google's Cookie Restrictions Could Benefit Advertisers and Publishers
May 13, 2019 at 11:18 am

Google is always working to ensure as many consumer eyeballs as possible remain on its platforms. This truism holds the first obvious benefit for advertisers — a captive audience. And that audience is the major thing to remember for marketers who are upset about losing third-party tracking capabilities on Chrome later this year. Pushing Google…

5 Ways Publisher Technology Lags & Hurts Monetization
April 17, 2019 at 4:32 pm

The publishing space is one of the most rapidly evolving markets across the digital landscape. Unlike the majority of the platforms hosted online, publishers rank on top alongside ecommerce and SaaS when it comes to traffic spikes, fine-tuning ROI opportunities, and constant innovation in a red ocean of ad networks, browser updates, malicious iframes, and…

Lessons from the 2019 Digital Innovators Summit: Diversify & Invest in Quality Content
April 3, 2019 at 11:25 am

William Ford Gibson is an American-Canadian writer who has been called the "noir prophet" of the cyberpunk subgenre of science fiction. It was Gibson who coined the term "cyberspace" in his short story Burning Chrome. He is also responsible for one of my favorite quotes, which I often used to open my lectures in the…

How Push Notifications Are Exposing Readers to a New Breed of Cyber Attack
April 1, 2019 at 11:10 am

It should come as no surprise to anyone involved in the digital advertising ecosystem that fraudsters are always looking for new methods to target users with sophisticated digital attacks. As soon as innovative new ways of engaging with users are developed, cyber criminals aren’t far behind with a method for exploiting these innovations, particularly when…

4 Steps to Reinvigorate Sales & Radically Transform the Publishing Business
March 27, 2019 at 11:53 am

Steady decline in readership and advertising revenue are the current operating environment for local and specialty publishing. According to News Media Alliance and Pew Research Center,  advertising revenue for publicly traded publishers declined roughly 30% from 2013 to 2017. That represents billions of dollars in lost revenue. Apple News launched during this same period, promising…

Media Pitch: How Blockthrough Helps Publishers Recover Millions in Ad Revenue
March 18, 2019 at 3:38 pm

Ad blockers have grown into a massive problem for online publishers. Some analysts estimate that by 2020, publishers will lose nearly $75 billion annually to ad blockers. This movement is fueled by users’ exasperation with intrusive ad experiences and growing privacy concerns. Despite user backlash, online advertising is not going the way of the dodo,…