Ad Technology

The Coming Ad Tsunami of 2018 (Part 2): Viewability, Filtering & E.U. Compliance
October 26, 2017 at 10:43 am

In part one of this series, I explored how new online forces are driving massive changes that will impact how B2B publishers sell and deliver online ads in 2018. From the rise of ad fraud, to Google’s “ad filtering,” and the European Union’s General Data Protection Regulation (GDPR), the world of online advertising is undergoing…

How to Regulate Facebook And the Online Giants in One Word: Transparency
October 20, 2017 at 1:54 pm

Demands to regulate hi-tech companies like Google, Facebook and Apple are being heard at deafening pitch almost every day. This rush by the political herd on both sides of the Atlantic to make new laws (or to enforce the breakup of these corporations) is no better focused or thought-out than the extraordinary degree of latitude which the same political classes were prepared to allow the same online platforms only a couple of years ago.

Did The IAB UK Just Save Advertising -- From Itself?
October 20, 2017 at 1:35 pm

If readers had any doubt that the digital advertising industry was picking 2017 as the year it finally grew up and became more accountable, less prone to fraud and more focused on transparency, they need only look at today's news from IAB UK. Just a day after its figures, with PwC, showed that the humble…

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…

Fusion Media: If You Make a Good Ad, We’ll Give You Bonus Ad Space
October 9, 2017 at 2:13 pm

Many publishers believe consumers would pay more attention to online ads if they were just better. Now Fusion Media Group is acting on that sentiment: It is trying out a new system that rewards advertisers that make the most engaging ads by giving them bonus impressions. The Univision-owned digital media company, whose 12 sites include…

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…

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…

Facebook Accused of Inflating Its Reach Among Young Adults
October 4, 2017 at 12:19 pm

As Facebook grapples with the cascading fake news issue, the company is also increasingly facing charges from advertising groups that it is claiming more young adult users than the Census Bureau says exist. Analyst Brian Wieser of Pivotal Research raised that and other questions about Facebook's claims to advertisers in a report in early September.…

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…