Programmatic Advertising

Media Pitch: How MadHive Is Preventing OTT Ad Fraud
August 14, 2019 at 4:54 pm

Now that over-the-top video is mainstream – with 52% of US adults using OTT services – marketers are rapidly shifting dollars to reach eyeballs on connected TV screens. As demand for inventory in the OTT advertising ecosystem increases, so does the rate of ad fraud. MadHive, an…

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.…

Concerned about Amazon's Growing Digital Ad Business? Turn to Email
July 29, 2019 at 11:26 am

For quite some time the digital advertising world has been described as a duopoly between Google and Facebook with every other online ad platform picking up the scraps. That state of affairs has been changing over the last few years, with Amazon’s advertising business catching up and becoming the third largest ad platform in the…

8 Ways to Increase Digital Ad Revenue by 50% or More
July 17, 2019 at 1:23 pm

I recently received a fantastic email from a single title B2B publication that I work with: “As of today, we are on track for $452,380 in digital revenue alone. This is a 66% increase over last year's digital revenues of $271,798!” How did they do it? We took a serious look at how the team…

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…

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.

Eliminating Vendor Risk Is a Critical Step to Win Back Consumer Trust
June 19, 2019 at 9:39 am

You don’t have to work in ad tech (or even advertising at all) to know that there’s a growing sense of distrust around how people’s personal information is being collected, used, or misused by the various content, commerce, and online service providers they interact with every day. But publishers have a front-row seat to the…

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…