Leading Operations Online

My company, Gladly, has a unique perspective on the ad industry as both an ad network helping publishers monetize their audience, and as a publisher of our own small/medium website, Tab for a Cause, that sees roughly 40 million monthly banner ad impressions. In our experience, small publishers in particular will see the most benefits from the newest monetization trend, header bidding.

The online ad industry is built primarily around scale, at the exclusion of almost all other metrics. Big budget advertisers need to reach large audiences to put their money to work and as a result, ad networks seek out publisher inventory that can match that scale. As ad networks survive on thin margins, they find efficiency by prioritizing the largest publishers, and trying to automate or delegate smaller publisher relationships.

The end result is that as a smaller publisher, you...

The identity- or people-based marketing train is one that all publishers should be jumping aboard as they can. According to research from Signal.co, 25% of marketer and advertisers are spending half their budgets via people-based channels, and 65% see double the performance versus non-people-based. Something like 60-80% of marketers will be increasing their use of people-based marketing in the coming year.

But identity-based marketing is a major mindset and process shift from the world of segments and cookies that most pubs have long submerged in. We chatted with LiveIntent President Jason Kelly about the evolution of people-based marketing through programmatic and other stages; the great value of emails as identifiers; the mechanics and opportunities of second-party data; and whether the cookie is about to bow out of digital marketing.

ROB BEELER: We came into programmatic thinking an impression with data is...

More than ever, media companies offering video campaigns straddle both sides of the traditional/digital divide. In some cases, we see ad budgets shifting from TV to digital. In others, we see the opposite pattern. While that’s opened up all kinds of new opportunities for both broadcasters and publishers, the lack of common systems and metrics makes it convoluted and time-consuming to manage their sales workflow. They also have to figure out how to measure results and report back to clients—what’s GRP even mean when you’re used to impressions?

As digital and traditional media converge, publishers and broadcasters need to think deeply about cross-channel order management. To help us understand what that might mean, we got on the phone with David Christopher-Morris, WideOrbit’s VP Product, WO Digital Hub, North America; and Will Offeman, WideOrbit’s EVP, Engineering. David came to WideOrbit through that company’s acquisition of Fivia, whose digital order management system has been rebranded as WO Digital...

Although audience extension campaigns are really about creating inventory by accessing third-party sites, they tend to have multiple purposes.

The advertiser may be trying to reach a highly granular segment with limited on-site presence. The publisher may have limited pre-roll video inventory, so they will hunt down their audiences in third-party streams. The advertiser may want to use a lookalike model of a publisher segment for prospecting.  

So in using extension for publisher marketing—which we wrote about in great detail last week—you have to be clear about your objective. What is it you really want from this extension campaign?

Are you merely trying to drive deeper engagement from your current readership or bring more attention to a new section or service? Straightforward retargeting might work – and this is a handy way to boost sponsored content or other major initiatives with or without a brand...

As publishers are clamoring for solutions to offer more native ad inventory, their reasoning makes sense, intuitively: Native performs better, because users can consume it seamlessly along with content.

But try telling that to advertisers in so many words. Advertisers have long been skeptical about the metrics behind stories of superior native “performance.” And why shouldn’t they be? They’re paying top dollar for it.

Well, Jumpstart Automotive Media recently reached out to AdMonsters with some stats intended to settle advertisers’ native worries. The automotive marketing company kindly shared some telling metrics on its native units developed by an in-house creative team.

Jumpstart trumpeted engagement rates as high as 96%, video completion rates of 55%-85%, and (in the case of one native unit) click-throughs 8-10 times higher than instances without the same sponsor call-out in the link. Those are the kinds of numbers you’d want to show off to advertisers, right?

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