Leading Operations Online
Starting the Year in Full Gear
It’s been another exciting week for the AdMonsters team. The year’s first Publisher Forum in Sonoma is officially sold out. And, with around 150 confirmed participants landing in Northern California March 3 – March 6, Sonoma is sure to kick off this year’s schedule of events in style. Industry influencers from leading companies, from LiveRail and MAGNAGlobal to Adobe, OpenX and more, will be on hand to lead more than 15 sessions.
If you didn’t secure a seat for Sonoma, don’t fret – OPS Markets 2013 kicks off April 4 in New York. This year’s OPS Markets will explore how digital strategists across the spectrum are embracing automation technology and audience data to further their revenue efforts in an ever-changing environment. In recent announcements, we’ve secured Hearst Digital’s VP and CRO Kristine Welker, LUMA Partners’ Amanda Bicofsky and Future of Privacy Forum’s director and co-chair Jules Polonetsky to round up our list of keynotes for the event. Also, Jonathan Glick...
In this week's Monster In the Mirror, we feature ad ops industry leader and OPS Markets 2013 speaker Mitchell Weinstein, senior vice president of ad operations at UM. In between working through the "chaos" that is the ad operations industry, Weinstein keeps a fairly tidy workspace. And, as for work afterhours -- Weinstein shuts it down; but, it's never a bad time to start teaching the industry's future leaders, e.g., Weinstein's kids, who get an earful on the industry.
Read more about how Weinstein navigates the workday below. And, if you haven't yet, make sure to read our previous Monster In the Mirror with NRP's Bryan Moffett. Also, reserve your seat today to catch Weinstein discuss viewable impressions at this year's OPS Markets.
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As publishing platforms and connected devices continue to multiply, remaining competitive comes into question for every video stakeholder. It’s puzzling that monolithic platform companies, such as Google, Apple, Amazon, and Microsoft, are competing for the same buyers, yet all of their platforms have apps for the competitor available in their app stores –e.g., Google Maps on Apple devices and the Amazon Kindle app on Google Play devices. What lessons can media companies take away from the fact that, so far, these companies seem to be coexisting? Are apps the means of democratizing distribution to break down the walls that are being put up? How do you stay competitive when a competing publisher’s app is sold right alongside yours? Media companies must take a lesson from platform companies and learn that ultimately, it’s about offering the best user experience for the audience.
A Mutually Understood Self-Destruction
Audiences have come to expect access to content wherever they go, and they have their go-to platforms and publishers for consuming...
At the tail end of last year, the IAB Ad Ops Summit held a 3MS Town Hall Discussion around the implications of viewable impressions. The 3MS defines itself as “a cross-industry coalition committed to developing brand-building digital metrics and cross-platform measurement solutions.” Their major initiative at the moment is viewability, or an assurance that a purchased impression, when it delivers, is truly visible to a user and not beyond the screen they are consuming. (A broader definition can be found here: http://www.iab.net/mmms).
There are many debates happening concurrently around the validity of viewability as a new metric standard, and the feasibility from a publisher’s standpoint of how to implement. But one thing that rung true from the IAB Town Hall Discussion was a call-to-action from George Ivie of the Media Ratings Council for the online ad industry to take a closer look at today’s transactional terms and conditions. The IAB has been putting out their recommended T’s and C’s as a voluntary standard since 2001, which has served both publishers and agencies well. However there has not been an update beyond version 3.0, which was released in 2009...
“The world is getting smaller and more global, and more companies from small to large are doing business across borders,” says Jay Lauf, Publisher of The Atlantic’s new mobile-specific news site Quartz. “Global business professionals, almost by definition, are very mobile, very tech savvy, and very connected. They need things to be always on as they cross time zones.”
As the world’s attention becomes increasingly divided, traditional publishers have learned to follow their audiences across multiple screens. However, the multiscreen approach was quite apt for Atlantic Media Company as it sought to nourish a growing audience segment - global business professionals juggling multiple devices.
“At Atlantic Media Company, we look at spaces adjacent to our properties that don’t do exactly the same thing,” Lauf explains. “As we surveyed our market, we saw one demographic growing in both numbers and importance: global business professionals. So, we came up with a product to serve that market and to serve it in a way that is...
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Operations Management 1 article
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Programmatic Direct 2 articles
Audience Extension 10 articles
Responsive Design 2 articles
Viewability 9 articles
Creative QA 3 articles
Tag management 5 articles
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Yield management 15 articles
