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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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…
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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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Registration is now closed. (09-2016 11:30AM)Beyond Audience: Next-Generation TargetingJoin us at LiveIntent's offices to network and discuss the new ways in which data is being leveraged to deliver smarter, more personalized advertising.
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As with programmatic display, the earliest inroads into programmatic video were set up to give the buyer the right of way in certain key matters. Private exchanges initially left valuable inventory ripe for cherry-picking by buyers, and prone to devalue greatly if passed back. Meanwhile, video content that by rights…
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“Is header bidding a hack?” This question invariably gets asked in every panel or interview revolving around header bidding. “Hack” is a term dripping with bile and contempt – it symbolizes a ragged workaround versus some mythical notion of organic development. But such development rarely occurs in the digital advertising…
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Viva la header revolution! Header tags have been a blessing for virtually every player in digital advertising. As publishers note a boom in CPMs, advertisers are finally getting better ideas of available inventory and getting smarter about valuation. Header tags have given new life to display and video private exchanges…
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