My company, Gladly, has a unique perspective on the ad industry as both an ad network helping publishers monetize their audience, and as a publisher of our own small/medium website, Tab for a Cause, that sees roughly 40 million monthly banner ad impressions. In our experience, small publishers in particular…
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The identity- or people-based marketing train is one that all publishers should be jumping aboard as they can. According to research from Signal.co, 25% of marketer and advertisers are spending half their budgets via people-based channels, and 65% see double the performance versus non-people-based. Something like 60-80% of marketers will…
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More than ever, media companies offering video campaigns straddle both sides of the traditional/digital divide. In some cases, we see ad budgets shifting from TV to digital. In others, we see the opposite pattern. While that’s opened up all kinds of new opportunities for both broadcasters and publishers, the lack…
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Not terribly long ago, audience extension seemed like more of a pipe dream than a reality for publishers. Though retargeting has been around since the early days of http cookies, it’s only in the last five years or so that the technology has caught up with its promise, enabling publishers…
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We’ve written a bit in 2016 about visual monetization, and how much the marketplace has matured through smarter technology and growing interest and attention from publishers. There are factors we can discern anecdotally, or by looking at the broader digital market and extrapolating. But it’s more valuable to have fresh…
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“Programmatic TV is taking longer than we thought,” says Mitch Oscar as he gestures toward a cartoon featuring a group of confused cavemen, a favorite theme of his and probably an apt analogy for most advertising professionals.The jam-packed boardroom in Turner’s offices at the Time Warner building shares a chuckle…
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Header tags and bidding have worked wonders for publisher revenue when it comes to display, so no surprise that pubs were eager to put the so-called “hack” to work on the video side. But news flash: video is a whole different world from display. While header integrations would be incredibly…
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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…
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“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…
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It’s been a good year for time-based transactions. This summer, The Guardian announced it had joined the time-based fray while Sled introduced a time-based transaction platform for mobile called Parsec, which uses a cost-per-second metric. Even AdMonsters has secured Financial Times’ Head of Campaign Management US to talk about the…
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