The latest IPA Bellwether report released last week shows that brand marketing budgets have increased again. Yet despite the consistent growth since Q4 2012, this last quarter saw the lowest increase since Q1 2016, an amber warning for publishers and brands alike. The Q2 report pointed to a drive in digital advertising, with upward revisions to […]
Month: July 2018
DFP Rebranding 2018
You may have heard that in mid-to-late July, Google will be officially retiring the 22-year-old DoubleClick brand. This follows its moves to consolidate features from the digital buying, selling, and marketing platforms DoubleClick Campaign Manager (DCM) and Google Analytics 360 for buyers, or DoubleClick for Publishers (DFP) and the Google Ad Exchange (AdX) for sellers. […]
We Have A Floor For Viewability — Do We Need A Ceiling Too?
It has been interesting discussing the ramifications of digital display possibly moving toward time-based metrics. Rather than just paying for advertising that meets the IAB UK or MRC standard of 50% pixels for a second (two seconds for video), many agree that campaigns will be based around time. The idea would be that advertisers […]
Does Your Ad Experience Drive User Engagement or Encourage Bounces?
Digital advertising is a critical revenue stream that allows publishers to provide their users with quality, up-to-date and engaging content. With ever-increasing digital advertising standards, it’s important for publishers to keep the user experience in mind when making decisions regarding online advertising strategies. We’ve all had a bad user experience with a website littered […]
6 Business Questions for Publishers to Consider before Investing in Programmatic
Having worked for an email data company in a previous life, I’m used to the predictions that people love to make about the death of a specific marketing channel. Remember when Slack was going to kill email or Google+ was going to kill Facebook? We all know how those worked out. With GDPR now […]
6 Business Questions to Consider Before Investing in Programmatic Advertising
Having worked for an email data company in a previous life, I’m used to the predictions that people love to make about the death of a specific marketing channel. Remember when Slack was going to kill email or Google+ was going to kill Facebook? We all know how those worked out. With GDPR now […]
Uncovering the Mystery of Dark Social
While the term ‘Dark Social’ evokes images of Darth Vader using social media to recruit for the Empire, the reality is—fortunately—a lot less sinister. First coined in 2012 by Alexis Madrigal in an article published by The Atlantic, the term, in fact, refers to the increasingly common practice of sharing links to articles and products via […]
CMPs for Publishers: a Comparison Guide
We’re only a few months into GDPR with many publishers still struggling with GDPR compliance and falling short of their obligations. Others, notably US publishers such as the Chicago Tribune and LA Times, are sidestepping the issue altogether and continuing to block European visitors. What is clear is that the stringent requirements of GDPR have made things […]
Partner With a Google Ad Manager (DFP) Expert to Get Your Revenue Soaring!
If you’ve ever ridden in a small, 2-4 seater plane, you’ll probably remember the experience for a lot of reasons. One thing you may have noticed with a smaller engine airplane is the instrument panel and other components around the pilot/co-pilot’s chairs that manage the operations of the aircraft. In larger aircraft, the same core […]
Google Delay on Ads Standard for EU Privacy Law Creates Compliance Mess
Google’s delayed entry into a consortium of advertising technology companies has spoiled the members’ push to comply with a new European privacy law, six people involved in the program told Reuters, leaving some firms exposed to fines. Data about a website visitor’s identity can pass through a dozen ad tech firms before an ad […]
What You Should Know About Summer Seasonality
While you prepare to enjoy the fourth of July, make sure to take some time and check in on your performance. Seasonality, one of the biggest factors in the ad tech industry, is in full swing and can be somewhat difficult to track. In order to help you understand your best ad serving options to combat […]