Marketing

4 Ways to Restore Value in Publisher-Advertiser Relationships
August 8, 2019 at 11:31 am

The symbiotic relationship between advertisers and publishers dates back hundreds of years to the rise of print mass media, when branded advertisements emerged as a means of funding the handbills and newspapers that educated the general public, both in the U.S. and abroad. Throughout the centuries, the relationship between advertisers and publishers has evolved gradually.…

How Domino’s Used AI to Better Understand Consumer Preferences
August 8, 2019 at 9:26 am

What does the company have to gain from rewards members uploading photos of pizza to its app? A lot, thanks to artificial intelligence. Analysis of the visual data gathered from the flood of pizza pics lends valuable insight into customers’ habits and preferences, cross-referencing the date, time, and location of the pizza against the pie’s toppings, style, and size. Here are lessons from Domino’s strategy that brands can use to bolster their own AI campaigns.

Identifying and Engaging Your Most Valuable Audience Segments
August 7, 2019 at 9:35 am

Your audience is made up of a series of segments of audiences, all in a different place in their journey with your brand. From one-time visitors to the most loyal readers, each segment requires a different strategy for engagement and something different from your brand experience. To optimize your audience development strategies for 2020, you…

The Internet Cookie Is Dead, and Marketers Should Plan for a Content-First World
June 25, 2019 at 2:03 pm

You’d be hard pressed to find anyone in the digital ad business who didn’t understand that the cookie’s days were numbered. But the news of Google Chrome's privacy updates showed there are very few people willing to admit that the cookie is already dead; it just hasn’t been buried yet. Here's why marketers will need to move past the cookie and look toward a content-funded future.

Why Your Ad Campaigns Aren’t Working & How to Fix Them (Part 2): Effective Ad Design
May 8, 2019 at 1:20 pm

Is your website underperforming for your advertisers? Are they pulling dollars from you to run more with your competitors or to spend on inbound marketing and programmatic ads? In my previous article, we talked about how your biggest ad challenges aren’t necessarily because of you. They’re often due to a misalignment in the advertiser’s campaign…

Press Release: Meredith and Hearst Among First Publishers to Commit to Adopting IAB Tech Lab Transparency Label
May 3, 2019 at 12:21 pm

This week Meredith Corporation and Hearst Magazines pledged to adopt the IAB Tech Lab’s proposed industry standard Data Transparency Label. The label will provide advertisers and buyers with four key sets of data: data solution provider information, audience snapshot, audience construction, and source information. The details of each data set can be found in the…