Leading Operations Online

Maybe it’s because I’ve been watching too much “Downton Abbey,” but I can’t shake the idea that if programmatic direct was a debutante, 2013 was the year it came out.

While the concept had been around for a while and people had long whispered about its prospects, last year was when it really hit the circuit – that is, providers integrated their APIs into just about every platform out there. Potential suitors on the buy and sell sides started lining up for appointments, and many even partook in a dance or two.

Still, the question that has many on both the demand and supply sides of the fence flummoxed is, “How do we make this work?” For agencies and advertisers, how does prog direct fit into their buying strategies? And for pubs, how do they get the channel to really drive revenue – and not cannibalize other streams? And overall, when does the tech move beyond display into the fertile ground of video?

But perhaps we need to take a step back and ask ourselves the more obvious (yet somehow...

Blizzards, polar vortexes (vortices?) – simply minor obstacles when it comes to bringing ad ops professionals together for deliberation and… Well, what’s deliberation without a little drinking? 

Even in a place like DC, where two inches of snow shuts down the federal government faster than a budget dispute. (As a friend noted, “The government’s closed, but the bars and Chipotles are definitely open.” Most likely Jumbo Slice as well.) I know about the District’s crippling fear of winter percipitation my 27 years of living in the Washington, DC, metropolitan area. (Kudos to any of you that thought I hadn't even reached 27 years of age.) During my schoolboy days, a few afternoon flurries seemed to guarantee there’d be no school the next day. 

In fact, during our AdMonsters DC Mashup, panelist Jeff Burkett, Senior Director of Sales Operations and Product Strategy at The Washington Post, received a text from his son stating that school had been canceled for...

Riddle me this – what if desktop display ads were more like TV commercials?

You hit up your favorite website and a banner ad appears at the top of the screen. As you spend 20 seconds perusing headlines or reading some quick summaries, a new banner appears. Some of you may be thinking, “Publisher ad refreshing is such a shifty practice!” But said banner was “in-view” for 20 seconds, a measurement that is verified by a third-party provider.

Why 20 seconds? Because according to research by WebSpectator, 20 seconds appears to be the sweet spot for message retention. CEO André T. Parreira notes that the concept bears more than a casual resemblance to TV advertising, just like the name of the viewability technology that powers it: Guaranteed Time Slot, or GTS.

A recent recipient of accreditation by the Media Rating Council, GTS may be widely viewed as just another metric in the ever-growing viewability canon, but Parreira...

If 2013 must be a "year of something," we probably should call it the year of mobile. According to estimates from eMarketer, U.S. mobile advertising spend more than doubled in 2013 to hit $9.6 billion compared to $4.36 billion in 2012. eMarketer estimates that near-stagnant desktop spend will actually decrease after 2014, with mobile spend overtaking it in 2017.  

It's no surprise then that AdMonsters' most popular story of the year was, "ID Is Key: Unlocking Mobile Tracking and Cross-Device Measurement." Publishers have long feared "Mobegeddon" (h/t Todd Sawicki of Zemanta): the revenue fallout from their inability to auspiciously monetize rapidly growing mobile traffic. Our two-part in-depth feature zoomed in...

Native advertising has developed quite the cachet in digital advertising in the past year, with even the Federal Trade Commission jumping into the debate on proper labeling. Indeed, some of this channel’s growing pains are borne right there in the name itself – “native.” 

Native advertising seeks to emulate a publisher’s platform – it has to ensconce itself in the discussions and conversations endemic to a publisher’s content, and, more important, it has to equally extend and profit from consumers’ desires for said content. 

Creating native advertising that’s harmonious to a site’s user experience – as well as creating native ads agreeable to a publisher’s reader base – can be a backbreaking task for many brands, especially larger ones concocting multichannel campaigns. But as brands blitz their way into the native ad fray, the burden seems to be falling on publishers...

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