• Three Steps To Cross-Device Success For Publishers
    The benefits that come with leveraging cross-device identity for advertising are well known. Cross-device campaigns lead to better targeting, stronger campaign metrics, and higher return on ad spend for advertisers, plus better user experiences, higher engagement, and more value from users as they move across screens. But even with the knowledge of these benefits, many publishers haven't fully embraced cross-device data. When publishers don't have insights about their users, they struggle to maximize the value of their mobile and desktop inventory.
  • An Open Letter To The Online Publishers Association
    Recently, Jason Kint of the Online Publishers Association wrote an op-ed on Do Not Track. In an attempt to paint the OPA as a leader in privacy and Do Not Track initiatives, Mr. Kint accused members of the third-party advertising technology community of "stonewalling the development of a 'Do Not Track' standard which would, in theory, give users greater control over online tracking." It would otherwise be commendable that Mr. Kint is taking a stand on privacy, except for the fact that Do Not Track doesn't stop OPA members from tracking. There's not a single thing that members won't be ...
  • The Earth Isn't Flat
    When a premium publisher with professional journalists and writers sell ads on an exchange (open or private), what they are really doing is disconnecting the value of their professionally produced content from their ad sales proposition. The value buyers place on these programmatic ads is tied to data and performance. Content is eliminated -- or at best, severely diminished -- from the equation.
  • What Publishers Can Do To Spark The Move To HTML5
    Remember back in February of this year, when the Interactive Advertising Bureau vented its frustration at brands for dawdling in making the fundamental shift away from the limitations of flash advertising to the superiority of HTML5? Timed with the IAB's Annual Leadership Conference, the trade group pulled no punches in an open letter to advertisers imploring them to move to HTML5.
  • How Trends In Long-Form Content Discovery Affect Future Ad Spend
    Attention spans are shrinking, content has become bite-size, and brands must market for the snacking consumer. But there is still a home for long-form content, and it's growing. In fact, the short-form culture of snippet-driven platforms, coupled with the skyrocketing boost of mobile devices, is actually helping to funnel consumers more effectively to the longer-form content they can immerse themselves in. A resurgence of magazines has begun, digitally. With that boom comes a new advertising opportunity. Here's why.
  • Print Publishers Should Pivot Back To Print
    Numbers don't lie -- unless you're talking about the listed height of pro athletes, or click-through rates on mobile ads. Those aside, here's the math behind this radical proposal for premium print publishers to start selling their online ad impressions to print buyers:
  • Publisher Pricing Fail (in The Open RTB Market): Why Dynamic Pricing Hurts More Than it Helps
    What is your value to buyers in the open market? Hint, it's not your floor CPM. Most publishers aren't in a position to confidently answer this question, and yet as more and more inventory is being accessed via real-time bidding (RTB) exchanges, the answer is becoming increasingly important. The digital ad market is still seeing double-digit growth, and more specifically, RTB is booming and projected to keep growing. Clearly, it's incumbent upon publishers to develop more intelligent pricing strategies to ensure their inventory's price matches its worth.
  • Programmatic Direct: Not Just For The Big Guys
    Publishers give up millions of dollars in high-CPM, incremental revenue because they often turn down small to mid-sized buyers. They simply don't have enough resources or time to close deals with all the buyers who want their inventory. At the same time, buyers are tired of spending time and wasting money trying to make deals through an endless stream of back-and-forth emails with publishers. There is a better way. Programmatic direct, or "automated guaranteed," as the Interactive Advertising Bureau calls it, is not just a solution for large agencies, trading desks and big brand marketers. It can also work for ...
  • Smartphones, Mad Men, And The Decline Of Social Media
    Michael Ginsberg, the character in "Mad Men," has always been a loose cannon, and the fictional ad agency's purchase of an IBM 360 mainframe computer caused him to pull his own trigger. "The computer makes you do things," he claimed. He sought relief from the internal psychotic pressure created by the presence of this computer by cutting off his right nipple and handing it to his boss in a gift box.
  • In Native Advertising, Deception Is A Dangerous Game
    In a recent column here, I exhorted marketers to take control of the sales conversion path in their native advertising programs. I emphasized in that piece the vital importance of not ceding complete control and responsibility to publishers. In this companion piece, I want to tackle another storm cloud hovering over the native advertising space, one that if not dispersed, could rain all over the current parade of passion and dollars into the sector. Simply put, this column is all about the perils of deception.
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