Early on in my tenure reporting on the digital advertising space, I was fascinated by the concept of audience futures—enabling publishers to guarantee sales of audience segments that could be transacted programmatically. This seemed to be an evolution of both digital direct guaranteed sales and TV-buying, but unfortunately the market hasn't…
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Between a dusting-off of classical ad measurement techniques and some serious geeking out over first-party data, advertisers will find that, far from being the airless, suffocating hellscape they have been taught to fear, this new “cookieless” world will prove a hospitable and possibly verdant environment for measurement and attribution.
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Times are changing as publishers cull demand partners in the hunt for unique demand. Increased supply path optimization (SPO) on both the buy and sell sides means that SSPs must better cater to premium publishers to ensure they’re part of the preferred supply chains. To become better strategic partners with…
Read MoreAdMonsters June 27, 2019 Are Programmatic Demand Vendors Becoming An Endangered Species? Are programmatic demand vendors becoming an endangered species like the Sirocco Kakapo parrot? Well, if they're not careful they just might be. Many SSPs aren't giving publishers the data they need to optimize their programmatic yield and meet…
Read MoreAdMonsters June 20, 2019 How to Earn Your Audience’s Attention: Vox Media’s Ryan Pauley on Building a Brand That Matters “The average user scrolls through 300-feet worth of news feeds every day—that’s the height of the statue of liberty,” explains Ryan Pauley, CRO of Vox Media, citing one of…
Read MoreAdMonsters June 13, 2019 Ops Is Community At the 2019 Ops conference, a somewhat unexpected word echoed throughout the sessions, from the morning keynote to the final talk: community. The idea of audience is out-of-date, and the term too limiting. Publishers and brands need to be thinking about their…
Read MoreAdMonsters May 31, 2019 Will Blockchain Solution Providers Tame the Cannes Lion? The road to Cannes is paved with many changes this year. You can certainly expect to see and hear a fair amount from companies developing next-generation media, marketing, and advertising solutions underpinned with blockchain and cryptography. Solutions…
Read MoreAdMonsters May 23, 2019 Blockchain Leads the Transparency Brigade: Lucidity's Miguel Morales During its short time bouncing around the ad-tech echoplex, blockchain has run the full hype cycle: from "the next big thing" to "running joke" and now "potentially legit." Tech startups are finally deploying actionable and scalable solutions to a variety of problems,…
Read MoreAdMonsters May 16, 2019 Does the Network Television Upfront Still Matter in a Digital World? The long-standing ritual of TV network television upfront presentations are now running for the 2019-2010 season, with the major networks wrapping up these showcases from Monday, May 14 through Thursday, May 17, 2019. New…
Read MoreAdMonsters May 9, 2019 Ops Turns 10 The day before Ops 10 years ago, AdMonsters Founder, Bowen Dwelle, had an epiphany: Ops is Sexy. We had never discussed this kind of messaging before, says AdMonsters Chairman, Rob Beeler. All I knew is that I was going to find myself…
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