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How Google's Cookie Restrictions Could Benefit Advertisers and Publishers
May 13, 2019 at 11:18 am

Google is always working to ensure as many consumer eyeballs as possible remain on its platforms. This truism holds the first obvious benefit for advertisers — a captive audience. And that audience is the major thing to remember for marketers who are upset about losing third-party tracking capabilities on Chrome later this year. Pushing Google…

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…

5 Ways Publisher Technology Lags & Hurts Monetization
April 17, 2019 at 4:32 pm

The publishing space is one of the most rapidly evolving markets across the digital landscape. Unlike the majority of the platforms hosted online, publishers rank on top alongside ecommerce and SaaS when it comes to traffic spikes, fine-tuning ROI opportunities, and constant innovation in a red ocean of ad networks, browser updates, malicious iframes, and…

Why Your Advertiser Campaigns Aren’t Working & How to Fix Them (Part 1)
April 11, 2019 at 12:54 pm

In my 25 years in digital media, I’ve worked with hundreds of publishers and thousands of advertisers in B2B, consumer, and regional markets. I’ve had access to analytics from innumerable ad campaigns and discussions with advertisers in a wide variety of industries. If an ad campaign doesn’t meet their expectations, they (or their agency) will…

Lessons from the 2019 Digital Innovators Summit: Diversify & Invest in Quality Content
April 3, 2019 at 11:25 am

William Ford Gibson is an American-Canadian writer who has been called the "noir prophet" of the cyberpunk subgenre of science fiction. It was Gibson who coined the term "cyberspace" in his short story Burning Chrome. He is also responsible for one of my favorite quotes, which I often used to open my lectures in the…

How Push Notifications Are Exposing Readers to a New Breed of Cyber Attack
April 1, 2019 at 11:10 am

It should come as no surprise to anyone involved in the digital advertising ecosystem that fraudsters are always looking for new methods to target users with sophisticated digital attacks. As soon as innovative new ways of engaging with users are developed, cyber criminals aren’t far behind with a method for exploiting these innovations, particularly when…

4 Steps to Reinvigorate Sales & Radically Transform the Publishing Business
March 27, 2019 at 11:53 am

Steady decline in readership and advertising revenue are the current operating environment for local and specialty publishing. According to News Media Alliance and Pew Research Center,  advertising revenue for publicly traded publishers declined roughly 30% from 2013 to 2017. That represents billions of dollars in lost revenue. Apple News launched during this same period, promising…

Media Pitch: How Blockthrough Helps Publishers Recover Millions in Ad Revenue
March 18, 2019 at 3:38 pm

Ad blockers have grown into a massive problem for online publishers. Some analysts estimate that by 2020, publishers will lose nearly $75 billion annually to ad blockers. This movement is fueled by users’ exasperation with intrusive ad experiences and growing privacy concerns. Despite user backlash, online advertising is not going the way of the dodo,…

8 Ways Media Sales Reps Can Increase Print’s Value in an RFP
March 13, 2019 at 2:49 pm

Remember back in the good old days, say, about 2015, when ad agencies had separate media-buying teams for print and digital? That made it easy for the sales team to specialize. The old codgers sold print, while the “kids” sold digital. But the world is no longer so simple. From what I see, based especially…

New Privacy Regulations Coming Your Way: California Consumer Privacy Act (CCPA)
March 4, 2019 at 2:27 pm

Have you recovered from last spring’s GDPR adrenaline rush yet? Everybody in publishing was nervous about finding the right way to comply with new European privacy regulations. It did not seem like there was one clear path to compliance. As much anxiety as GDPR regulations provoked, that may soon look like the good old days.…

Condé Nast Positions its Video Offering as a Respite from Brand Safety Crises
March 1, 2019 at 9:40 am

Advertisers flock to platforms like Facebook and YouTube for their extensive reach and mounds of data. Condé Nast is saying they have all that and more. In December 2017, the legacy publisher launched Condé Nast Prime, a suite of cross-platform video content. The company has since been trying to educate the…

YouTube’s Brand-Safety Woes Give Publishers a Boost in Selling Video Ads Directly
February 27, 2019 at 11:11 am

To avoid future brand-safety embarrassments, agencies are increasingly looking to buy directly from premium-quality content owners on YouTube. “We are seeing a huge increase in demand from agencies in our own YouTube inventory bought directly at meaningful CPMs,” said a publishing executive at a major media owner. Although YouTube…

‘Hard to Back Out’: Publishers Grow Frustrated by the Lack of Revenue From Apple News
February 25, 2019 at 1:17 pm

Last year, Apple News brimmed with promise for publishers, offering an engaged, high-quality audience that seemed to do nothing but grow. Ad revenue wasn’t great, but at the start of 2018, most publishers assumed that would come around. One year later, most publishers are still waiting. Monetization on Apple News remains a slog, according to seven…

Digital Advertising in the US is Finally Bigger than Print and Television
February 22, 2019 at 9:19 am

It was inevitable, but it’s finally here: Digital advertising businesses like Facebook and Google will be bigger in the US this year than traditional advertising businesses like TV, radio, and newspapers. New estimates from eMarketer show that US advertisers will spend more than $129 billion on digital advertising in 2019 — more than the $109…

4 Print-Centric Assumptions Publishers Should Avoid Online
February 20, 2019 at 10:30 am

In the early years of television, news broadcasts were virtually identical to their radio counterparts, except you could see the guy who was reading the headlines. It took a few years for the networks to rethink how to present news using the new capabilities that TV offered. In many ways, online publishing has been even…