Leading Operations Online

Mike Leo OperativeYesterday at the IAB Ad Ops Summit I had a chance to speak with Mike Leo, CEO and President of Operative. Operative was the principle sponsor of the event and Mike had just given a presentation about how innovations create operational pain. In his talk he stated that it is way too hard to execute a campaign and it is also way too hard to integrate with partners. His suggestion for companies is to implement a business management system in order to operationalize innovation. He feels companies need to focus on customers and products - not technology.

I sat down with Mike at the conference to discuss this and also to talk about Operative...

Video and SmartphonesYesterday I attended the IAB Ad Operations Summit. It was a packed house which I believe demonstrates how Ad Ops is at the forefront of revenue and top of mind for digital media companies.

Here are some of my key observations and takeaways from the day:

Breaking down offline vs online

Today we are closer to the convergence of media more than ever before. A content provider can send out a message that reaches people wherever they are and how ever they want to be reached.

Donna Speciale, Medivest pointed out in her keynote that when marketers buy network TV they know what they are getting and the same needs to be true for digital. She also talked about how some companies are combining off and online sales teams and eliminating digital silos.

This is such an important change and really signifies how digital is no longer going to be off in a corner of the...

An ounce of  prevention is worth a pound of cureArticle provided by Kent Wakeford, President and Co-founder of AdSafe Media; Matthew Scott, Director of Marketing of AdSafe Media

In 1736 Ben Franklin, championing the need for volunteer fire brigades after a series of disastrous fires, coined the phrase “an ounce of prevention is worth a pound of cure”.

To a striking degree, “an ounce of prevention is worth a pound of cure” is also a theme that has been playing out in the emerging field of Ad Verification over the past 24 months. At first resisted and dismissed (like Franklin’s fire brigades) as unnecessary, ad-verification has emerged in the last year as an essential component of most brand marketer’s digital advertising strategy. Increasingly brands and their agencies are saying that they will not run campaigns in environments that lack 3rd party ad verification.

Yet while many marketers and agencies see ad verification as a means for more safely and efficiently buying digital inventory, many networks, exchanges and...

October 19, 2010 Devices html5 mobile video Rob Beeler

HTML markupEditor's note: This article was provided by Jack Wallington, head of industry programmes, IAB UK and Lynne Hunt, head of ad operations, The Guardian. It is reposted from the IAB site with permission.

This page is a status update about the use of HTML5 in advertising from major publishers, ad networks and agencies in the UK. It will be updated regularly and should be used for information only to help companies understand the state of play with HTML5 in advertising.

This document was last updated on 17 August 2010. If you have any questions or suggestions for this page, please contact Jack Wallington, head of industry programmes, IAB or Lynne Hunt, head of ad operations, The Guardian.

The Semantic Web is a visionary concept which has been gaining traction over the last decade. According to the World Wide Web Consortium (W3C), an international community with a stated mission to lead the web to its full potential, the semantic web provides a common framework that allows data to be shared and reused across application, enterprise, and community boundaries.
So how does that relate to advertising? Well, in the sense that the semantic web provides a framework for sharing data, semantic ad targeting provides a framework for classifying different sources of content (data) according to comparable categories. At the core of this technology, ads are targeted according to the semantic categorization of adjacent content.
Think about your favorite online news website. Editors usually organize articles into recognizable sections – News, Sports, Entertainment, Weather, etc. That structure makes a newspaper website easier to read, navigate, and digest. How is semantics different? Far beyond the editing possible at a sizeable newspaper, semantic technology can understand the meaning and sentiment of content (data) and then categorize it at a...

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