Leading Operations Online

Anyone can make a guess about why it's taken 20 years or so for the digital media industry to make standardizing data nomenclature a priority. Admittedly, "data nomenclature" doesn't really roll off the tongue, and if anyone thinks spreadsheets are sexy, they're probably a pretty niche group.

Yet data nomenclature is having a moment, thanks to some high-profile deals where data flow is a key factor. The IAB has launched the Data Nomenclature Initiative, aimed at creating standards around data field headers industry-wide, across publishers, agencies and buyers. Mediasmith CEO David L. Smith hatched the idea for the new initiative, and he spoke with AdMonsters about the challenges of ETL (extracting, transforming and loading data sets) when so many players in the space are using different terms for the same data, and about what he wants this initiative to accomplish now.

Smith will be talking more about this at our...

If you've ever been a lover of the theater, or if you've ever been close to one, then Playbill is likely more to you than just a familiar name and eye-catching yellow-and-black logo. The print magazine version has been publishing since 1884, distributing its goods to readers who want to stay informed about what's happening in the world of live theater.

Playbill has only recently come into the mobile app scene, though -- the Playbill app launched earlier in 2016. That said, according to Playbill Chief Digital Officer Rachel Glickman, when they began developing the app, they had some clear ideas about the content it should deliver, the interactivity it should offer to users inside and outside of the theater, and the strategies it should ply to monetize. AdMonsters recently had a conversation with Glickman about what Playbill has done with its app to deepen engagement with its audience and to further relationships with its advertising partners. Here's how that...

All right, everyone – it was fun while it lasted, but it’s time to admit the party’s over. Like the cops shutting down a suburban rager, Google has shown up to end all of our header bidding fun by opening up Dynamic Allocation to those filthy third-party demand sources. So clean up your source codes and tell your demand partners that they don’t have to go home, but they can’t stay in your header.

No, no, no, no – don’t kick out the guests quite yet. Even if industry luminaries swear this is the end of header bidding, rumors of its impending demise are greatly exaggerated. 

Yes, for...

When the Media Rating Council released its updated mobile viewability specs for review last week, it didn’t hold too many surprises. The main definition of what counts as “viewable”—50% of pixels in view for one second in display, or for two seconds in video—carry over from the interim guidelines the MRC announced in the spring of 2015. And of course, those guidelines carry over from viewability guidelines for desktop.

The new specs don’t deliver everything advertisers and publishers want clarified. The MRC has left the door open to debate whether these guidelines are good while the user is scrolling through a newsfeed. (Some are calling for a half-second rule for newsfeed environments.) The door’s also open to talk about engagement metrics. This new draft does break out guidelines for a) content loaded into an app from the web via a link from b) guidelines for standard mobile web....

More than ever, publishers are feeling pressure to really understand and deliver on their video inventory in mobile. It’s widely held, and upheld by one study after another, that mobile video consumption has risen dramatically in recent years: eMarketer says that through 2015, 105 million U.S. users watched video on their smartphone once per month, and 95% of millennials did so at least once every week. Cisco predicts that by 2020, 75% of mobile data traffic worldwide will be chalked up to video viewing. Industry analysts figure users will be encouraged to watch more video via mobile devices as devices become more powerful and better at rendering video, wifi access becomes more prevalent, and the decreasing cost of data access leads data plans to grow in size. We could go on...

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