• Viewability Deficit Heavily Impacts Publishers' Bottom Line
    A year removed from the MRC lifting the advisory against transacting on viewable impressions (display), the discussion about viewability has reached a fever pitch. Yet to date, the conversation hasn't captured publishers' stakes in the issue. The pressure is on from brands and agencies that demand viewability to justify their spending, but publishers also need to ask themselves about the potential revenue they're losing from poor viewability.
  • Have Publishers Lost Their Minds With Outbrain?
    Sometime when I speak with a media salesperson over a beer or a burger, they share something that at first sounds benign, but then causes that moment to freeze as a market issue gets crystallized. This past week -- over a frozen Margarita, no less -- one of those moments occurred.
  • Publishers: Annoying Ads Can Cost You More Than They Earn You
    I am not the first, nor will I be the last, to decry the aggressive and often annoying way in which advertisers try their best to interfere with our online activities to promote their offerings. Intuitively, it seems that these aggressive tactics can backfire, causing publishers to lose credibility and loyalty. And recent findings suggest that, in some cases, annoying ads can literally cost publishers more money than they generate, leading to a cost of up to $1.50 CPM for ads that may net the publishers well below that amount.
  • Solving The Unsold Inventory Conundrum
    Publishers' yield optimization strategies run the complexity gamut. From leveraging multiple yield optimizers in tandem to none whatsoever, this variance is largely driven by the evolving marketplace of the digital world. Still, all publishers are focused on the same end goal: generating as much revenue as possible from their available inventory. Within such a complex marketplace, however, this is no easy feat, particularly when it comes to unsold inventory. Today's technology has allowed publishers to address this issue, but often at the expense of cost per mille (CPM). Thus comes the challenge of addressing unsold inventory while maintaining quality pricing.
  • Selling Online Ads Like It's 1999
    As a publishing industry, are we any better at selling online ads now than when we first started? How could we be, if we never got the publishing formula right to begin with?
  • Three Ways Online Publishers Are Becoming Technology Companies
    For progressive digital publishers, it's no secret that technology is the key to competitive advantage. It allows publishers to differentiate content while also making it possible to endeavor beyond that, exploring new opportunities to satisfy users or to drive revenue outside of traditional advertising.
  • Getting Behind The Eyeballs
    As someone who has spent three decades studying perception and behavior, I am fascinated with the question of what happens after an ad becomes visible to the consumer. Will she notice the ad? Will she pay close attention to it? What will be her emotional and cognitive reactions to it? Will she click it? Will she later remember it? And how is this chain of events impacted by her mood, her behavior and her past experiences?
  • A Simple Solution To Your Ad-Sales Revenue Emergency
    Far more digital publishers are going to miss their first-quarter ad-sales numbers than will make them. The rest of the year will be worse. That's because established consumer publishers -- along with thousands of quality vertical ones -- trying to sell ads online are staring at an elephant-sized problem: 50% of their value proposition they traditionally and heavily leaned on to earn a spot on a media plan, has disappeared.
  • Why Native Advertising Is A No-Brainer For Publishers And Marketers
    Native advertising is heating up in digital media these days, and there are plenty of reasons why publishers should get excited. To start, a recent study from BI Intelligence forecasts native ad spend to hit $7.9 billion this year (a 69% increase from 2013) and reach $21 billion by 2018. Publishers, that's significant revenue opportunity up for grabs.
  • What Viewability Means For Publishers Today
    Viewability has been touted as the buzzword of 2015, but the truth is that the digital media industry is just starting to tackle the issues surrounding viewability, and will for years to come. There are several technologies that provide advertisers insights into the performance and viewability of their campaigns, but tools built for publishers lag behind.
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