Leading Operations Online

August 18, 2014 Joshua R. Weaver

Today marks the hottest day of the year here outside of Portland at the Columbia Gorge. Today also marks our first day of sessions at Publisher Forum. Coincidence? Maybe. But, we like to think the blazing ad ops leaders in the house had something to do with the record heat. Stay tuned (from the comfort of your air-conditioned room) to this page as we live blog our 33rd Publisher Forum from Skamania, Washington. 

KEYNOTE: A Consumer-Based Publisher Strategy, Deanna Brown, President, Byliner

9:27 a.m – Deanna Brown, President at Byliner takes the stage to chat about a new take on ad-supporting publishing. "When I think about the business going forward – I've been a CEO, I've worked with [editorial] – I'm here to get you guys engaged." Today's first keynote is about content, not programmatic or ad data. 

9:28 a.m. – Going beyond the ad: Brown will discuss why contemporary publisher...

As we gear up for Publisher Forum Columbia Gorge, we shine the spotlight on a few seasoned PubForum regulars to get their takes on the changing dynamics of the industry. You can join the conversation at Publisher Forum. Register Now.

Barbara Healy, Senior Vice President, Digital Advertising Operations at Tribune Digital/Tribune Publishing, knows a thing or two about the industry. Having been in ad operations, and at Tribune, for more than a decade, Healy has bore witness to many of the developments that have helped change the inner workings of the ad operations world.

During our first Publisher Forum of 2014 in New Orleans, we honored Healy with our Digital Media Leadership Award for her pioneering work in the industry. And, a winner she is – Healy was also recently recognized by the National Association of Professional Women (NAPW)...

August 4, 2014 native Gavin Dunaway

Several years ago – long before the native revolution – when I was the staff writer for trade publication called Mobility that reported on corporate relocation issues, the editorial staff was faced with a dilemma. Against the editor-in-chief’s objections, the sales team had included an editorial element within a package for a corporate housing provider. Lucky me, I was assigned with discerning how to write a piece that would placate our new big spender while keeping some semblance of editorial integrity.

So I did hours of interviews and came up with a series breaking down all the elements of corporate housing – what separated different economic level, standard accouterments, safety concerns in volatile areas, etc. It was comprehensive, yet didn’t give praise to one provider over another. The sponsoring company had ads appearing opposite some of the article pages (I do regret we didn’t accurately label the piece.)

At its core, the corporate housing series was something that would...

“We assert that a common interoperable technical approach to measurement is preferable to multiple, incompatible and non-standard technologies.”

Thus reads the charter of the Open Video Viewability (OpenVV) project led by TubeMogul in conjunction with 25-odd ad technology and measurement providers (the latter includes Nielsen and DoubleVerify), most of them household names in the world of digital advertising. It’s a highfalutin way of saying that an open-sourced, agreed-upon technology is a better option than a bunch of quarreling black-box products.

When it comes to viewability, many a publisher can relate to that sentiment. As noted in my recent “How Viable Is Video Viewability?” piece, one of the biggest obstacles for widespread...

Bring your questions as Gavin discusses his new feature story on video viewability – and some of the follow-up pieces in the works – on Monster Radio this Friday at 3 pm. RSVP here

Fifty percent of pixels in view on the in-focus browser tab for two continous seconds. It doesn’t seem like a giant barrier to cross for a video ad to be considered in-view – and that was the point.

Following the June 30 lifting of the Media Rating Council’s advisory against transacting video on a viewable basis, agency folk took to the ad tech trades to grumble about the seemingly low standard. But these agencies were highly involved in the discussions deciding on the...

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