Leading Operations Online
For publishers, mobile is an itch spreading over greater sections of skin, tingling more ferociously every second. Scratching doesn’t make it worse, but certainly fails to relieve the symptoms.
Publishers continue to struggle in their mobile monetization efforts: because there’s little incentive for direct sales to evangelize the channel (particularly when it comes to display), programmatic would seem to be the savior. However, the success of desktop advertising and transaction models ported to mobile has been limited.
Fortunately, mobile is still a young space, filled with opportunities for innovation – it’s a prime time for publishers to embrace new tools and advertising units. As JUICE Mobile CEO and President Neil Sweeney puts it, “today's methodologies and ad units will not be tomorrow's.”
In this sweeping interview, Sweeney explains how mobile inventory has already been commoditized, the limitations of programmatic tools that don’t cater to...
Today marks the hottest day of the year here outside of Portland at the Columbia Gorge. Today also marks our first day of sessions at Publisher Forum. Coincidence? Maybe. But, we like to think the blazing ad ops leaders in the house had something to do with the record heat. Stay tuned (from the comfort of your air-conditioned room) to this page as we live blog our 33rd Publisher Forum from Skamania, Washington.
KEYNOTE: A Consumer-Based Publisher Strategy, Deanna Brown, President, Byliner
9:27 a.m – Deanna Brown, President at Byliner takes the stage to chat about a new take on ad-supporting publishing. "When I think about the business going forward – I've been a CEO, I've worked with [editorial] – I'm here to get you guys engaged." Today's first keynote is about content, not programmatic or ad data.
9:28 a.m. – Going beyond the ad: Brown will discuss why contemporary publisher...
As we gear up for Publisher Forum Columbia Gorge, we shine the spotlight on a few seasoned PubForum regulars to get their takes on the changing dynamics of the industry. You can join the conversation at Publisher Forum. Register Now.
Barbara Healy, Senior Vice President, Digital Advertising Operations at Tribune Digital/Tribune Publishing, knows a thing or two about the industry. Having been in ad operations, and at Tribune, for more than a decade, Healy has bore witness to many of the developments that have helped change the inner workings of the ad operations world.
During our first Publisher Forum of 2014 in New Orleans, we honored Healy with our Digital Media Leadership Award for her pioneering work in the industry. And, a winner she is – Healy was also recently recognized by the National Association of Professional Women (NAPW)...
Several years ago – long before the native revolution – when I was the staff writer for trade publication called Mobility that reported on corporate relocation issues, the editorial staff was faced with a dilemma. Against the editor-in-chief’s objections, the sales team had included an editorial element within a package for a corporate housing provider. Lucky me, I was assigned with discerning how to write a piece that would placate our new big spender while keeping some semblance of editorial integrity.
So I did hours of interviews and came up with a series breaking down all the elements of corporate housing – what separated different economic level, standard accouterments, safety concerns in volatile areas, etc. It was comprehensive, yet didn’t give praise to one provider over another. The sponsoring company had ads appearing opposite some of the article pages (I do regret we didn’t accurately label the piece.)
At its core, the corporate housing series was something that would...
“We assert that a common interoperable technical approach to measurement is preferable to multiple, incompatible and non-standard technologies.”
Thus reads the charter of the Open Video Viewability (OpenVV) project led by TubeMogul in conjunction with 25-odd ad technology and measurement providers (the latter includes Nielsen and DoubleVerify), most of them household names in the world of digital advertising. It’s a highfalutin way of saying that an open-sourced, agreed-upon technology is a better option than a bunch of quarreling black-box products.
When it comes to viewability, many a publisher can relate to that sentiment. As noted in my recent “How Viable Is Video Viewability?” piece, one of the biggest obstacles for widespread...