A World Without CPG Spend? Okay, maybe we shouldn't be bracing for a world without CPGs dollars, but maybe we should be ready for a substantial reduction in their digital spending. Procter & Gamble famously slashed its digital ad spend by $100 million earlier this year and cut off the…
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This is the first article in the Native Chronicles series, brought to you with the support of TripleLift. Read the second article on flexibility and A/B testing and the third on the future of mobile. The first banner ad is both a thing of legend and of infamy. The latter because it launched a revolution of…
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Google Delivers Insights Engine to Pubs Google announced it’s releasing a suite of tools to give its DoubleClick publisher clients audience and performance insights. It’s called the Insights Engine Project, and it’s angled to give publishers a view of performance similar to what the company gives advertisers when they target…
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For years, the digital advertising world was entranced by the potential of increasing automation, but now the pendulum is swinging back toward that human touch in ad deals. That means publishers need to revisit the best ways to manage direct-sold campaigns in a complex contemporary digital paradigm. Campaign reporting is…
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While video advertising is still a growing revenue center for most digital publishers, much has changed over the last six years. Intriguing new formats such as outstream have allowed online publishers to additional inventory and new video distribution channels have provided content creators methods to inhabit new platforms and thus…
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For years and years we've been told that if the click isn't on its deathbed, it should be shivved to death immediately. While early display ads in the mid-90s could boast CTRs above 40%, the likely number you'll see attached to a campaign these days is below 0.1%. But for…
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Viewability has been one of the more contentious issues in digital advertising for several years, in spite of the fact that MS Word apparently doesn’t recognize it as a properly spelled word. That’s appropriate, in a way. Media types have found the viewability issue maddening, and most laypersons would never…
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Let’s admit that the majority of headaches when it comes to viewability revolve around the fact that in campaigns it’s measured ex post facto. The ad is served and then the viewability pixels start counting—but the buy and sell side pixels load at different times, causing discrepancies aplenty. Doesn’t that…
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With Oracle’s recent purchase of Moat, one of the more widely-integrated third-party measurement companies out there, the term "Intersection Observer" has been thrown around a lot lately. To some, the Intersection Observer has been put forward as the possible driver of the next generation of viewability measurement, and as the…
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In this addendum to his three-part series on private marketplaces (read parts I, II and III), Will Rand explains the quirky workings of GroupM's PMP deals that require 100% viewable inventory.First, someone from GroupM says they want to set up a PMP. The PMP will be a non-guaranteed preferred deal,…
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