This is the second article in the Native Chronicles series, brought to you with the support of TripleLift. Read the first article on the "creative revival," and the third on the future of mobile. The term “set it and forget it” is anathema to digital advertising. Whether it’s a homepage takeover, pre-roll video,…
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Advertisers and publishers across the board understand that while advertising keeps the digital publishing world's lights on, content is what brings the audience to the goods. Marketers persistently beat the drum for content marketing, and publishers recognize how content marketing initiatives can potentially take users' willing engagement with sponsored content…
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The idea of "supply-path optimization" has entered the ad tech dialogue fairly recently--and it can be a confusing concept, because it refers to a slew of strategies to help DSPs win bids. It's also confusing because on its surface, it can sound like simply a "DSP thing:" Supply-path optimization is…
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It’s been 14 years since Craig Leshen founded OAO. In digital media years, that would be… what, like 40? What we’re trying to say is, Craig has seen a heck of a lot in that time. In his role leading up OAO’s efforts to provide ad ops support to a…
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Last week marked my return to the non-Brexiting part of Europe in several years to attend DMEXCO. My assumption is that most operations people really don’t know a lot about DMEXCO other than Germany is a funny place to go to something that sounds like it belongs in Latin America.…
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First Apple came for our headphone jacks. Then they came for our first-party cookies. All right, it’s not that simple, but Apple’s updated cookie policy for its Safari browser feels like the company is twisting the knife a few more degrees, making its own rules without making any real concessions…
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The line about marketing tech over the last few years is that it’s becoming more closely aligned with ad tech, for both brands and publishers. There must be some truth to that idea, then, if so many people in the industry have trouble explaining what the difference is between ad…
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(While it's fun to journey to the past... Why not sign up for the next PubForum, November 2017 in Nashville?) The AdMonsters team has successfully made it to Montreal for the 42nd Publisher Forum--which means as much as any of us has misbehaved in the past, evidently it wasn't incriminating…
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This morning, Adobe announced it would cease development of Flash Player by the end of 2020, along with its roadmap for killing it off with minimal disruptions to user experience. It’s almost surprising to finally hear it from Adobe—much of the digital world has been bracing for a Flashless world…
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Digital media types have been buzzing for a while about a shift in the marketing tech world: Marketing tech is being drawn closer to advertising tech, and this is going to change the way advertisers and publishers do business. The messaging in advertising will become more personal, and in order…
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