Leading Operations Online
We knew when developing the agenda for OPS that we couldn't just have operations people say that ops was sexy. We needed an icon in the industry to help drive that point home and end the day with everyone buzzing about all the great things operations is. We were extremely fortunate to be able to get Jack Myers, media economist and chairman of the Media Advisory Group to help us end a fantastic day and really drive the point home.
Below is the video of Rob Beeler interviewing Jack at OPS along with the transcript of the first part of the interview. The rest of the transcript will be made available over the coming weeks in a five part series.
For more on Jack Myers, read his biography.
The unique attributes of mobile devices and mobile ad networks have made it difficult to trust the accuracy of campaign reports provided by mobile ad servers or the usage reports of mobile sites and applications. Crisp sometimes provides 3rd party reports to publishers or agencies that show significant discrepancies against the reports of other measurement servers. Regardless of which report is right or wrong, this issue has been a major barrier to effectively sell mobile media to advertisers.
The staff of the IAB and the MMA, together with the MRC and the GSMA and two dozen other mobile companies (including Crisp), have recently written the ‘Mobile Web Advertising Measurement Guidelines’. This document has now been released for public comment. This document provides some general guidelines as well as mobile specific guidelines. These 22 pages are a good step forward towards providing the different...
What is the IES? It seems to continue to make more regular appearances at the industry's events, but few people seem to fully understand what it is, and how it will impact their operations. The IES stands for "Impression Exchange Solution" (or sometimes "Standard"), though I would argue as a technologist that the S should stand for "Specification" (more can be read on the IAB site). At its core, the IES is a proposed standardization of a unique tracking parameter added to each creative and the associated file format for daily reporting of these creatives. Of course, to understand why we need this, it's important to understand exactly what the problem is that we're facing and how we might go about solving it. Let's briefly explore the mechanics of ad delivery discrepancy and review what needs to happen in order to truly address it.
Today, when a digital publisher delivers an advertisement to a user browsing...
Editor's note: Reposted from the Krux Digital Blog
[On November 9], Krux Digital released the findings of its 2010 Krux Cross-Industry Study. With this study, we have undertaken a comprehensive review of data collection activities across the industry, with attention to the phenomenon we have referred to as ‘data leakage’ in earlier industry commentary.
The Executive Summary, along with the study’s full findings, are available here. We have also issued a press release announcing the the study’s publication, which can be viewed here or here. Key findings include:...
Over 75% of Americans regularly spend time online. All savvy marketers realize that digital is the fastest growing component of their marketing strategy.
However online media spend has grown at a much slower rate than consumer growth in time spent online, why is this?
There are two clear reasons for the lag in movement of advertising dollars online; one, transparency (or the lack of it) and two, standardization of high impact formats such as video, rich media and full page ads. In this piece, we will focus on transparency. In a follow up article, we will discuss standardization.
Think Equity has stated that approximately 90% of online advertising is sold through “non-premium” channels which automates the monetization of “remnant” display advertising – which includes ad networks and ad exchanges. Many of these remnant impressions have limited transparency. Typically publishers have pushed back on providing transparency to advertisers as it has caused channel conflict with their internal sales team. In addition...