As more advertisers curtail non-search advertising on its platform, Google finds itself in the line of fire and looking for technology solutions that also require human judgment. Google acknowledged it will hire more people and deploy more tech resources to confront the problems advertisers face: not knowing whether their ads will appear next to offensive, hate-filled content on its network.
Google's woes continue to mount as AT&T and Verizon join a growing list of marketers suspending advertising with the company over concerns about extremist content on YouTube.
It's no secret that advertisers are increasingly demanding more transparency from their agencies, ad-tech vendors, publishers, and other partners. In addition, the issue of so-called "brand safety" has taken center stage, as brands' concerns over where their ads will appear online grows.
Storyful is a social marketing and news company that's trying to make sense of social media for publishers, marketers, and communications teams. A unit of media giant News Corp., it analyzes data from platforms like Facebook YouTube, Twitter, Reddit, and Weibo to find the most important trends and "news" in real-time.
"The obstacle that has challenged the industry in its shift from client-side to server-side header bidding has not been technology, but trust," according to a study released last week by Index Exchange.
We know that more publishers are adopting header bidding and that the technology is moving from client-side header bidding to server-side header bidding. A new analysis by ad-tech firm GetIntent reveals that despite the reportedly growing number of publishers adopting header bidding, most publishers (more than 80% of Alexa's top 1,000 Web sites) have yet to embrace the technology.
Adblock Plus parent eyeo has named the first members of its Acceptable Ads Committee (AAC), an independent group that will take control of the Acceptable Ads program. It's been rather quiet on the ad-blocking front, so this development is notable.
With Facebook and Google agreeing to undergo audits in order to get accredited by the Media Rating Council (MRC), it's clear that third-party audience measurement of digital media has shifted into high gear. RTBlog checked in with George Ivie, CEO and executive director of the MRC, to learn about the auditing process and what's at stake.
Marketers searching for the secret sauce of how to "engage" with consumers and how to get them to associate specific ads with their brands can look science for some clarity. All marketers want to know how to get into the "mind" of consumers--neuroscience is one way, Pandora found.
While cookies won't entirely disappear, in a cross-device, cross-screen world, they no longer make sense. "Once brands get a taste of a truly addressable consumer in digital, they'll look at the GRPs [Gross Rating Points] and will see addressable advertising is a much better way," according to Tony Katsur, CEO, Sonobi.