July 20, 2023   What is vCPM and How Does It Relate to Viewability? Attention metrics are gaining traction, but one fundamental aspect that continues to hold significant value for advertisers is viewability. While advertisers recognize the importance of capturing users' attention, ensuring their ads are viewable remains a top priority. vCPM provides a metric to measure the cost of viewable impressions, helping advertisers optimize their ROI and publishers enhance ad revenue. Read more. How to Optimize Your Marketing Budget with Modern Market Mix Modeling Media mix modeling is what most industry professionals call this marketing analytics technique, but market mix modeling is far more descriptive as a term. If we're doing our jobs right, we don't just consider media. We're constantly looking at an entire market—its seasonalities, pricing, promotions, and more. And because we work within a dynamic and uncertain landscape, we need a type of model that considers these variables. Read more. PubForum Coronado Preview: Rachael Savage and Brooke Edwards-Plant We are hosting our first official PubForum Preview Linkedin Live. Our special guests are Rachael Savage, Senior VP of Revenue Operations at Hearst and Brooke Edward-Plante, VP of Global Ad Ops and Revenue Platforms. As we prepare for their keynote address, Growing Your Career Through the RevOps, we will see the women behind the title before we head to PubForum Coronado. Register now!  Top Stories Ahead of His Time: How “Grouchy” Greg Watkins Leveraged the Power of the Internet Into a Successful Publishing Career The urban advertising system was basically nonexistent until the year 2000, which is when AllHipHop.com began to dive into the world of online ads. Watkins notes, “I helped launch our first ad server. I bought it off the Internet, ‘software as a service.’” He began launching ad campaigns, doing the creative, HTML, and tracking codes with a small team of sales reps. Read more. The Subscription Economy, The Streaming War, and Ad-Supported Media For the past fifty years, the video industry used a dual revenue-stream model. This meant that TV networks and pay-TV operators shared the revenue consumers paid for subscriptions and the revenue generated from ads. Then the rise of Netflix’s ad-free platform birthed the streaming dynasty, opening a gamut of questions about the future of advertising in television.  Read more. Kroger Precision Marketing's In-House Ad Platform Finesses Customer Experience Last week, Kroger's retail media operation announced the  launch of an in-house self-service ad platform. The platform was designed to ease advertisers’ ability to activate, measure and optimize their campaigns and improve their customers' overall experience. Read more. Upcoming Events Aug. 6-9, 2023 | Publisher Forum: Coronado Island Nov. 5-8, 2023 | Publisher Forum: New Orleans View All Premium Jobs Advertising Account Executive Comcast; Augusta, GA Director of Programmatic Advertising Sales Sinclair Broadcast Group; New York, NY Associate Director, Global Regulatory Affairs Advertising and Promotion Merck; North Wales, PA Director, Advertising Technology Nexstar Media Group; New York, NY View All Job Listings Advertising Sales Consultant Sinclair Broadcast Group - Arlington, VA Director of Programmatic Advertising Sales Sinclair Broadcast Group - New York, NY Director of Programmatic Advertising Sales Sinclair Broadcast Group - New York, NY Associate Director, Global Regulatory Affairs Advertising and Promotion Merck - North Wales, PA Advertising Account Executive Comcast - Augusta, Advertising Sales Manager, Market Retail Comcast - Nashville, Add A Job Listing | View All