If nothing else, Yahoo's acquisition of Tumblr puts a spotlight directly on the importance of content. Content has always been a website's most valuable asset, but now it's a brand advertiser's most valuable asset, too. (Unless you've been hiding in linear media, you've probably noticed the content and native advertising trends that have swept the industry in recent years.)» 0 Comments
A few years ago, only the most sophisticated companies in the industry even knew what real-time bidding was. Now, there are demand-side platforms that cater specifically to mom and pop small businesses. With all of the clutter that our industry collectively puts out, it's important for a company of any size to know what to look for when evaluating potential bidder platforms.» 2 Comments
The original Atlantic Monthly was founded in 1857 and staffed by the likes of Ralph Waldo Emerson, Henry Wadsworth Longfellow and Harriet Beecher Stowe. Not the least auspicious beginnings. Today, the publication lives in print, in live events and online, living up to its mission to produce great journalism that can change the world. This week, I interviewed M. Scott Havens, The Atlantic's president for the last seven months. And you thought your job was demanding.» 0 Comments
If anyone is still skeptical about the rise of real-time bidding (RTB), the recently released Retargeting Barometer should give them pause. For the second straight year, the survey of marketers and agencies found that the online advertising industry is embracing real-time bidding with open arms, using it not just to increase conversions from existing customers but also for brand awareness and acquiring customers.» 0 Comments
The ad industry has lately cast its site on the topic of viewability and trying to give buyers some assurance that their ads are indeed seen by a living, breathing human. You'd be hard pressed to find anyone who thinks viewability is a bad idea, but current expectations exceed reality. The pendulum was swung so far that buyers only want viewable inventory, which is an incredibly limiting strategy. Before we enter a brave viewable world, the industry needs to understand how to use viewability to buy media in the current market.» 2 Comments
Our British counterparts have always been a step ahead of us when it comes to the cutting edge - in music, in fashion and now in technology, too. It seems the Brits have essentially bypassed the laptop and gone straight to the more portable tablet. While the U.S. and U.K. are parallel on mobile phone usage, the Brits surpass us in tablet use, according to a study published in The Guardian. One would hope that the Brits would be equally bullish on programmatic -- and according to both IDC and AdMonsters, they're getting there.» 1 Comments
Many moons ago, a forward-thinking businessman went to the upfronts seeking advertisers for a 24-hour cable sports network. He was laughed out of the building. Years later, another innovator attempted to lure advertisers to an all-music network, and met the same response. Not long after, when "I Want My MTV," became an iconic tagline and when ESPN had deals with the NCAA and NFL, no one was laughing. It became clear that niche content had a place in broadcast, and that brand advertisers would flock to passion-based programming.» 1 Comments
Exchanges create transactional efficiency. When Jonah Goodhart and his brother funded the launch of Right Media, the first ad exchange, that was their sole intent: to create efficiency. But exchanges quickly became second class - places to unload inventory that couldn't be sold directly. That wasn't the initial plan, says Jonah, now CEO of Moat.» 1 Comments
This week I spoke with Peter Minnium, head of brand initiatives for the IAB. Peter's the driving force (and the heart) behind the Rising Stars and is understandably bullish about bringing brands online. He's also surprisingly optimistic about RTB.» 4 Comments
It's been almost 10 years since the ad exchanges that would really make an impact on digital advertising were formed. AdECN, among others, pioneered an online advertising market that drew comparisons to the financial markets. Now, a decade onward, the association between the two industries has taken on deeper connections. Whether the association draws similarities or differences, there are plenty of points that can enable us online ad players to learn from the financial guys.» 0 Comments
