Leading Operations Online
Yesterday 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...
Article 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...
Editor'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.
- What is HTML5?
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...