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We’re two months past Sept. 1, the date when Google Chrome started detecting and pausing any Flash content it deemed “unimportant” to a page’s main content — in other words, Flash ads. Mozilla’s own Flash-blocking practices preceded Chrome’s, in practice.

And yet, not only has the internet not broken itself, but creatives are still building ads with Flash. So what happened? Why aren’t agencies and publishers getting the message that Flash is dead?

Browser and device compatibility be damned, a whole lot of creative people are still building with Flash because it’s what they know. Flash has been around for a lot longer, there are more toolkits and tutorials out there for Flash than there are for HTML5, and some creatives simply prefer Flash’s animation functionality. And of course there’s the issue of file size, and pushback from creative agencies about building in significantly weightier HTML5 formats. Publishers are seeing a continuous stream of Flash creative coming through the door, and they need quick solutions for dealing with that creative while, without universal browser support, it’s basically dead in the water.

In order to implement those...

There’s a curious thing about DMPs: Publishers generally understand it’s a good idea for them to be aligned with one. A DMP is supposed to help publishers get the most value for their proprietary data, and to pass along the value of its audience extension capabilities to advertisers. But at the same time, publishers generally can’t say much about how DMPs have driven revenue for them. At AdMonsters, we’d gone forth into the publisher community in search of useful DMP case studies. While we certainly heard a few, they were voices in the wilderness. Far more publisher ops said they’d enlisted the services of a DMP, and they were at a loss to figure out what to do next and how to make any money from these things.

That’s not how it was supposed to work, we thought. So we sat down with...

For years and years we’ve been told that if the click isn’t on its deathbed, it should be shivved to death immediately. While early display ads in the mid-90s could boast CTRs above 40%, the likely number you’ll see attached to a campaign these days is below 0.1%. But for some reason, even in 2015, click-through rate remains as vital to digital ad measurement although its importance is widely ridiculed.

Reliance on the click means delivering unfathomable amounts of ad impressions to users, which has hyper-inflated the value of the pageview. This has led to a broken advertising system that rewards quantity over quality. Instead of building audiences, digital publishers are chasing traffic, trying to lure users to sites via “clickbait” headlines where the user is assaulted with an array of intrusive ad units. The end effect is overwhelming, ineffective ads adjacent to increasingly shoddy content.

However, the rise of digital video and...

The scourge of digital advertising! The killer of revenue! The savior of our industry!

Most supply-siders (perhaps grudgingly) will agree with the digital media masses that consider viewability a good thing for the industry. In a perfect world, advertisers would only be charged for ads that were seen; as the most measurable medium, not only would this legitimize digital ad channels but also set them apart from (or even above) their print and linear cousins.

Viewability measurement is making good on this dream, although the path there has had its share of frustrations. Beyond that, by adding time into the campaign equation, viewability is a solid first push toward attention metrics. In guaranteeing against viewability, the value of quick-hit impressions drops dramatically. According to research from Chartbeat, 54% of page views garner less than 15 seconds of user time; when users spend less than 15 seconds on a page,...

First-party data raises a huge set of questions for publishers. Some of those questions publishers know they really should ask. Some are questions they hadn't even thought to ask yet. Our latest playbook gets to the answers publishers need to understand and utilize their first-party data, regardless of whether they know how to phrase the questions.

The most recent EMC Digital Universe Study by the International Data Corporation predicts the amount of data in the digital sphere -- which is already doubling in size every two years -- will reach 44 zettabytes. Does 44 zettabytes sound all that impressive to you? Perhaps it would if you knew that one zettabyte is equal to 1000 exabytes, which is 1 billion terabytes, which is also 1 trillion gigabytes. That’s pretty tremendous growth from 4.4 zettabytes in 2013.

Data are everywhere and collected by just about everybody. The term Big Data seems to have fallen out of favor due to the realization that near-infinite amounts of data aren’t actually worthwhile; finding the small amount that’s...

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