Programmatic Advertising

As Programmatic Ad Revenue Grows, Publishers Adapt Sales Team Structures
December 5, 2018 at 10:46 am

A publisher’s direct salesperson convinces an advertiser to include a programmatic buy as part of a larger package. After that campaign is completed, the advertiser agrees to a separate private marketplace deal that is managed by one of the publisher’s programmatic specialists. For the latter deal, should…

How Publishers Can Achieve an Ideal Revenue Mix
October 29, 2018 at 1:11 pm

Some alternative revenue plays are unlikely to get traction outside their own, very specific, audience. But others are becoming staples of the modern publishing portfolio and should be considered by every publisher looking to establish a healthy revenue mix.

5 Ways Publishers Can Take Advantage of Affiliate Commerce
October 15, 2018 at 8:00 am

The world of digital marketing is constantly evolving. With advertisers’ increasing skepticism around programmatic and concerns with fraud and transparency, publishers are looking beyond their traditional revenue models. And one framework they’re focusing on is affiliate commerce, which is growing at a rapid pace. In fact, affiliate marketing spend is expected to reach $6.8 billion…

Top Tweets from the 2018 FUSE Media Summit
October 4, 2018 at 1:03 pm

With the FUSE Media Summit having just wrapped up for another year, we wanted to take a moment to share some of the conversations that were happening around the event on social media. Now in its third year, FUSE Media brought top media technology executives and cutting-edge tech vendors to Philadelphia for three days of…

Madison Avenue Ad-Buying Practices Under Federal Scrutiny (Report)
September 28, 2018 at 10:44 am

The opaque nature of media buying practices is under new scrutiny, with federal prosecutors in Manhattan believed to have opened an investigation into the matter, according to a report in The Wall Street Journal, and issuing subpoenas as part of their work. The investigation is examining agencies getting rebates…

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…

Letting the Machines Do the Work: What I’m Eager to Learn at About at the FUSE Media Summit
August 30, 2018 at 12:42 pm

One of my favorite interviews during my time at Publishing Executive was with the then VP of Data for Hearst Corporation Rick McFarland. McFarland likened the work he was doing at Hearst to integrate systems and data throughout the organization to the construction of the US Interstate Highway System, which accelerated speed of communication, connectivity,…

Q&A with TMB’s New VP of Programmatic and Data Product Operations, Scott Mulqueen
July 26, 2018 at 12:02 pm

In June, Trusted Media Brands (TMB), which publishes titles such as Reader’s Digest, Taste of Home, and The Family Handyman, brought on industry veteran Scott Mulqueen to assume the role of VP, programmatic and data product operations. The move comes as data is increasingly used to drive intelligent programmatic ad targeting products and is the…

BuzzFeed Ditches Native, Goes All Programmatic with BuzzFeed News
July 23, 2018 at 12:51 pm

BuzzFeed has been on a mission to diversify away from direct-sold advertising. And nowhere is that more evident than on its new BuzzFeed News site. On Tuesday, the venture-backed publisher launched a standalone news site that was missing the native ads that still drive a majority of BuzzFeed’s revenue. The only ads on BuzzFeed News’s…