Ad Technology

The Washington Post’s Ambitions for Arc Have Grown — to a Bezosian Scale
September 26, 2018 at 3:21 pm

In the blink of a digital era, The Washington Post’s Arc publishing platform has sprinted from an experiment to a full-on strategic business. Arc is now used by more than 30 clients operating more than 100 sites on four continents. It’s not the industry standard, but it’s not too early to call it an industry standard. But its ambitions…

Ad Spending Disappearing as Most Magazines Continue to Fumble
August 6, 2018 at 9:49 am

The magazine industry puts on a brave face, but data doesn’t lie. New analysis from the Association of Magazine Media, which unabashedly pushed the power of print magazines as an advertising vehicle, shows an industry still trying to find its place in an instantaneous world while advertising revenue continues to slip away. Reported magazine ad…

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…

Publishers Can Grab More Programmatic Brand Spend by Focusing on Quality Inventory
June 8, 2018 at 9:06 am

After a decade of lagging behind the rise of digital content consumption, the floodgates on digital ad spend opened wide around 2012. Much of this has been due to a tide of brand dollars flowing through automated pipes, with eMarketer estimating that over four in five US digital display dollars will be spent on programmatic…

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…