Many marketing leaders have been forced to rethink the structure of their marketing teams in order to take advantage of the new capabilities and tools that are available to the modern marketer. Many have also done so as a result of changes in the wider business landscape. In response to these changes, Econsultancy has […]
Month: April 2018
How the Ad Exchange Figures into a First-Price Model
Programmatic auction dynamics are changing, with a simple, first-price model rapidly replacing the second-price mechanism on which real-time bidding was built. Once the first domino fell, and AppNexus, Rubicon, and Index Exchange began pushing auctions to the first price, it became a market imperative for all SSPs to follow suit in order to sustain a competitive landscape. In accordance […]
Muted Ad Spend Ahead of GDPR- The Industry Reacts
Encouraged by positive returns from previous digital marketing campaigns, panelists continued to step-up their adoption of internet advertising during the latest quarter. The Q1 survey results indicated that internet marketing spend was raised for a 35th successive quarter at the start of 2018, albeit at a slower rate. Whilst once again the strongest of […]
UK Viewable Impressions Reach New Highs
The results come hot on the heels of a study by publishing technology firm Sovrn which found that below the fold adverts are ‘9 times more engaging than above the fold’. The study looked at over three billion engagement events covering 130 million page views, across more than 400 sites. The research showed that below the […]
Ad Viewability Hits A Record High – That’s Good, Right?
With reports that viewability is at a record high, research published by Sovrn Holdings tells a different story. On the one hand, we have a report from Meetrics this morning revealing that it is at a record high. On the other, we have research from publishing ad-tech firm Sovrn that suggests it is overrated as a […]
The Net Neutrality Bill Matters and So Does Your Voice
In a matter of days, the 2015 Open Internet Order is set to be repealed by the FCC. This will give internet service providers (ISPs) the power to control how consumers use the internet. They will have free reign to prioritize, slow down, or block online services and set individual pricing for different types of […]
Certain Banner Ad Placements 9x as Effective
Below the fold ads (ads which a user has to scroll down a web page to see) are up to nine times more engaging than above the fold ads, according to research released by Sovrn this week. Sovrn says it used a new measurement, Viewable Engagement Time (//Signal), to measure specifically the extent to which […]
Study Shows Surprising Below the Fold Engagement
The study, from publishing technology firm Sovrn, looked at over three billion engagement events covering 130 million page views, across more than 400 websites. Using a new form of measurement, Viewable Engagement Time (//Signal), Sovrn gained deep insight into how audiences spend their time online, and tested various hypotheses regarding audience engagement. Sovrn discovered […]
Consent Management Platform
There are a lot of resources out there covering all things GDPR! It is incredibly overwhelming. Publishers are often left with the question, “great, but what should I actually do about this?” Here we provide you with an option to comply with the legislation & explain why this may be a good fit for you. […]
Preparing for GDPR – Checklist & Timeline
GDPR is quickly approaching, which means it’s time to kick it into high gear. If you haven’t done anything yet, here’s a basic list of necessities to get you prepared. • Evaluate your EU traffic. Is it a large portion of your revenue? If so, continue down this list. • Determine your lawful […]