Leading Operations Online

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...

Over 50 ad operations and technology leaders from nearly 40 media owners have gathered in Brighton, UK for the 15th AdMonsters European Publisher Forum. The sold-out event is off to a strong start with a keynote address by Tim Hussain, Head of Mobile Advertising at BSkyB. Tim's session, "Digital in the second decade: Navigating Convergence" tackles some of the big questions around mobile and backs up the promise of mobile with some impressive numbers:

What do we really mean by “Online” in 2010? How do consumers engage with our businesses in multi-platform world? At what point do you focus your energies on the new platforms for advertising like mobile, video and the convergence of digital and television? How do you balance the fear of being left behind with the need to have a solid gameplan...

October 1, 2010 Bowen Dwelle

OPSThe world of online advertising operations and technology came together yesterday at the first OPS conference. We at AdMonsters knew it was time for an open forum exclusively dedicated to online ad ops, and it was a huge success. I heard tons of great feedback throughout the day, including my personal favorite: "OPS was the best of all the conferences I went to during Advertising Week." Not bad for our first shot. As we got into the final weeks leading up to OPS, it was clear that the logistics were coming together well, and we had a sold-out crowd and a waiting list on top of that. From my point of view as Founder and CEO of AdMonsters, the question then became: "what's the real challenge facing leaders in ops, personally and professionally, that we can help them with?" The answer came to me about ten days ago. Ops has always struggled with the perception of being 'in the trenches', a...

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