Leading Operations Online

All your standard units are LEAN now.

That was the gist of the IAB’s unveiling of its new Standard Ad Unit Portfolio, now available for draft comment. Pretty much every standard display unit is being replaced by a flexible LEAN (Light, Encrypted, Ad-Choice Supported, Non-Invasive) unit, and the famous/infamous Rising Stars units are going the way of the dinosaur. The goal is to fight the ad-blocking menace by supplying [GASP] less annoying ads that come in smaller file sizes that don’t take forever to load or endlessly suck away user data. 

The revamped guidelines pretty much pooh-pooh nearly any type of ad movement (e.g., expansion) that isn’t user-initiated. This would seem to include ...

Google made an announcement last month via a blog post: They’re taking a stand against (ostensibly) intrusive mobile interstitials. Starting Jan. 10, 2017, the post reads, “content that is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”

In other words, if, after navigating straight from a Google search to a site, that site serves up a pop-up that covers the content at any time while navigating the page, or a unit that has to be dismissed in order to get to the content, that site risks being penalized by getting demoted in Google search ranking.

Real talk: If you’ve ever Googled anything on your phone before your first cup of coffee, or in the elevator on your way to a meeting, or while catching a fleeting wifi signal, or in a bar with friends, you can understand why Google wants to see those ad units disappear. If you want to give the user the best flow of information, you...

Facebook is catching heat right now from agencies about an apparent long-standing discrepancy in the way it reports video ad performance. It’s debatable how much of an impact this has had to date on either Facebook’s or agencies’ businesses. But a highly public flare-up like this sure looks like a noteworthy point in conversations about viewability, industry-wide transparency, and what to make of Facebook’s gigantic footprint on the video market.

In short, here’s what happened: For two years, Facebook was reporting only video plays that lasted for more than three seconds. They’d categorized that stat as “Average Duration of Video Viewed.” A Facebook rep told Publicis this discrepancy means the network inflated the average user’s time spent watching video content on its platform by as much as 60%-80...

Value obviously can move the needle in any marketplace, but what really makes waves is the perception of value. That's been happening in header bidding. More and more companies have been trying to get into the header, offering their own integrations and their own idividual "twist" that would set them apart from other header partners. And because, for a long time, many header-active publishers have seen their revenues grow ceaselessly by onboarding additional header partners, these new header offerings have been generally welcomed by the market.

Now pubs are approaching a point where there's a lot of noise in the header. It's time to look closely at which partners are performing, who's bringing original demand, and who's driving quantifiable value. Pubs need to have some kind of a methodology for determining who gets to stay in their header...

“We look at the inbox as probably the most intimate place you can be on the web,” says Kerel Cooper, VP of Platform Development for LiveIntent. “When you’re looking at a piece of content in your inbox, there’s no other place where you’re more engaged.”

He makes a good point – we tend to have a different reaction when viewing content sent to us versus reading it on a webpage or even seeing a link posted on a social network. So why not offer users smartly targeted ads for this very personal experience?

However, this is the tip of the iceberg for LiveIntent’s goals, Cooper explains. I sat down with my old Advance Digital colleague to both get a better understanding of how programmatic advertising in email works and hear how LiveIntent is leveraging the power of the email address (hashed for privacy) to realize publishers and advertisers’ identity marketing dreams. (And continue the discussion at the AdMonsters...

Rocket Fuel