We have to wonder if media companies aren't exploring micropayments and simply abandoning the ad-supported model because Google and Facebook so dominate programmatic buying.
News Corp. CEO Robert Thomson's claim that publishers would build "a powerful network" themselves to compete with Facebook shows once again that powerful CEOs have learned nothing.
It's long been a contention among the biggest programmatic ad platforms that they alone possess the best targeting ability, and Google wants you to know why.
Increasingly mobile is taking over, according to the Influence Central 2016 Digital Trends Study, which has profound and powerful implications for programmatic advertising.
With its purchase of LinkedIn, Microsoft isn't just buying a company. It's buying 5,700 wired employees from every major online hotspot and a major improvement of its programmatic advertising prospects.
When a media property becomes an amalgam of clever native advertising and calculated content designed to keep young nonreaders reading, it also becomes bland and indistinguishable.
Google/DoubleClick is publicizing an ad fraud they were not initially involved in because, they argue, the client made the terrible mistake of using an "open exchange."
Google gets a social scientist to codify such behavior as "micro-moments": the times when one is using one's mobile device, multitasking, and vulnerable to marketing messages. It's up to Google advertisers, the company says, "to reach and influence those moments."
A year after Facebook began its Instant Articles program, publishers are falling for the same ruse that propelled AOL in the '90s
Advertisers are flocking to Mode, a traffic and mobile magnet that's currently comScore's No. 10 digital media property, but it's absent from the NewFronts schedule this year,