Leading Operations Online

First-party data is oil of the digital media landscape. While all kinds of publishers can claim it, the refinement process, not the drilling, makes the big bucks. Fortunately, technology has improved publishers’ refining abilities, not just in driving revenue from first-party data through on-site advertising as well as selling data to third parties and applying them to CRM and email marketing.

In addition, tech has vastly improved publisher content and audience extension efforts, so much so that CPMs and performance are comparable (in some cases better) to on-site advertising. According to a recent survey by Digiday and Audience Accelerator, Rocket Fuel’s business unit for ad sellers, 77% of publishers say they are “very familiar” with audience extension; 52% are offering the service to their advertisers, with 33% adding it to most or all of their campaign proposals.

There are no universal guidelines to...

November 17, 2014 Joe Luna

I can’t remember any change in digital media sales that has been as dramatic as the concept of viewability. It paves the way for efficiency and opens the door to exciting metrics – for example, the idea of selling based on attention – which are good for advertisers, agencies and premium publishers alike. 

However, viewability also makes everything a lot more complicated. There are over a dozen MRC-accredited viewability vendors as well as many more that aren’t accredited – both lists are quickly growing. Some vendors are accredited for banners, others for video, some for standard display, and yet others for rich media. It’s not realistic or beneficial for any party to optimize towards viewability if each stakeholder trusts a different vendor that’s showing...

Greetings from the Lone Star State! AdMonsters' 34th Publisher Forum is officially under way in the Texas capital. If you couldn't make it down this time, don't fret. You can stay tuned right here for updates and content from the week. As for missing out on the barbecue, we'll try to save you a doggy bag. 

MONDAY MORNING KEYNOTE: Tapping Into the Passion of the Internet, Nicholas White, CEO, The Daily Dot

9:24 a.m.: The digital media business is not dominated by media companies, mentions the Daily Dot's CEO Nicholas White as he kicks off our Monday morning keynote at Publisher Forum. White started the Daily Dot in 2011 as a the 'paper of record for Internet culture'. The company now has over 50 employees in both Austin and New York, with 12-17 mm page views per month. 

9:29: In the late 19th century, in the early days of the news business as we know it today, there...

November 4, 2014 ad-id Gavin Dunaway

Long weekends updating inventory for a massive bookstore during my college years helpd me realize that scanning Universal Product Codes made a painful process much more tolerable. In fact, I refused to let my mind wander and consider what a tedious practice inventory management was like before UPCs and handheld scanners – those seemed like dark days not worth revisiting.

These ugly, ubiquitous labels revolutionized shipping, commerce and much more through providing standards for data collection and measurement. The incredible impact of these codes is not lost on Harold Geller, Chief Growth Officer at Ad-ID, when he calls Ad-ID the UPC code for advertising creative. 

“UPC was invented as a way to track sales; UPC is now used to help target promotional materials, manage metadata elements to support loyalty programs, and aid manufacturers in determining what products to bring to market,”...

Take the Fall 2014 Viewability Litmus Test Survey. Open Now until November 14.

Earlier this year – and on the heels of the MRC's decision to lift its advisory on viewability — we surveyed ad operations leaders at more than 50 publishers about their experiences with, and opinions on, viewable impressions. Publishers' opinions were varied; but, one thing was clear: the discrepancies surrounding viewability solutions abound.

Viewability continues to be the topic both the buy and sell side are most concerned about impacting their operations. Several questions still loom as viewability goes from a conversation to a requirement. That's why we're reopening the conversation with our Fall 2014 Viewability Litmus Test...

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