Leading Operations Online
In today’s digital advertising world, fast is key. And, as attention spans shorten, webpages load quicker, and clicks become swifter, advertisers are increasingly vying for consumers’ attention at breakneck speeds.
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“I thought it would have jumped the shark by now,” says Terry Kawaja, founder and CEO of LUMA Partners. “But there are 10 of them now, constantly refreshed.”
Display, search, video, mobile, social – each of these channels gets its own LUMAscape, a horizontal canvas packed tight with overstuffed banks of logos, labeled with indigenous lingo such as “DSP,” “DMP” and “SSP.” Arrows attempt to guide viewers through these fragmented panoramas, allowing them to see the digital journey from advertiser to publisher, marketer to consumer, developer to gamer and more.
“They’re only increasing in popularity,” Kawaja comments before pulling up the latest stats from SlideShare – the previous week, LUMAscapes were viewed and downloaded around 9,300 times. And this isn’t just an...
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Media buyers increasingly want to target specific audiences, and are using technologies that evaluate and buy impressions based on audience data. In an advertising environment increasily based on audience segments, DMPs or data management platforms, have become an integral tool in helping publishers truly understand the value of their audiences. Publishers that have unique audience segments can be pro-active and approach buyers with opportunities that are differentiated from the rest of the market.
But, not all DMPs are the same; and, not all publishers' needs are equal. Our Publisher DMP Evaluation Playbook, sponsored by Lotame, gives publishers insight into evaluating the need for a DMP (including helpful tips by AdOpsInsider's founder and writer Ben Kneen), as well as how to choose the most effective DMP for a publisher's...
As I mentioned in the first part of this wrap-up of the Publisher Forum: Sonoma and the Native Advertising Summit, questions surrounding native seem to spring eternal: do utilitarian campaigns perform better than ones that are simply entertaining? As publishers and brands get bolder and wiser, we’ll have much more insight into what works best.
However, we already have a prime example of what not to do in native – The Atlantic’s Kimberly Lau (a speaker at last year's OPS NY was brave enough to speak at the Native Advertising Summit about her publication’s native misfire with the Church of Scientology. The swell of media criticism around the article inspired weeks of internal debate over advertising policies, she said, as well...
Carve it into a tree, with a heart circling the acronyms: DM+NA.
Digital media and native advertising – absolutely made for each other. The most perfect pairing since peanut butter met jelly; a more powerful coupling than Beyonce and Jay-Z; more notorious in the digital advertising ecosytem than Bonnie and Clyde. Digital media and native advertising's immaculate unity was reiterated over and over again at both the Native Advertising Summit in NYC two weeks ago and AdMonsters’ Publisher Forum: Sonoma last week. (Read part 2 here.)
Though it’s not easily definable, native advertising has taken the digital media world by storm – it might possibly be a more popular buzzword than programmatic premium. Native solutions are breeding like rabbits...
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