• So What Are Managed Tags?
    Digiday offers a primer of sorts on "managed tags" in its WTF series. It addresses why agencies are pushing to use them and why publishers are apprehensive. First off, the primer answers the basic question: What is a tag? "A tag is a chunk of code placed within the header of a page to perform a certain task, such as analytics or retargeting".
  • Is Ad Blocking Pro-Consumer, The End Of Free Content ... Or Both?
    "The debate around ad-blocking is one that’s likely to rage for a while longer, but using a plugin in your mobile or desktop browser is a wholly different proposition to stopping every ad on every site before it ever gets to your device." Shine is a new network-level ad-blocking service for its mobile network operator customers. "The impact of that is one that could well lead to a fundamental shift in the way in which advertising is approached – and that might not be a bad thing – ads ruin your online experience, right? But it also might be. Advertising pays …
  • On Black Friday And Cyber Monday, Ecommerce Aims To Prove Its Worth
    AdExchanger notes that investment banking firm Jefferies' expectations for ecommerce on Black Friday and Cyber Monday are rather lackluster; the firm cited only 4% growth in overall retail sales. It did point to some bright spots: "Adoption of new smartphones that are better for product sales (i.e., have a larger screen), the rising share of millennial shoppers, digital coupon use and location-based promotions" that will bolster mobile shopping, according to AdExchanger. YellowHammer SVP Sam Appelbaum noted that ad inventory prices around Black Friday and Cyber Monday "make customer acquisition campaigns prohibitively expensive. ...Brands are better suited running their prospecting campaigns …
  • 86% Of UK Media Agencies Incorporate Ad Tech
    Some interesting bits from the UK: Rebecca Muir, ExchangeWire, head of research and analysis, notes in ExchangeWire that 86% of UK media agencies are incorporating ad tech into their businesses; 41% of financial institutions spend less than 20% on programmatic media; 25% of Brits plan to purchase on Black Friday; and 75% of them use  smartphones to access social media. More data points in the story.
  • Outside Voices: I'd Like to Teach the World to Ad Block
    Joe Marchese, founder of true[x], argues that ad blockers should be an industry-wide wake-up call. The situation with digital advertising is so dire that the only fix might be to reset. In a fascinating column for the WSJ, Marchese states: "I wish I could go door to door and help people install ad blockers. Door to door, like Don Draper meets Johnny Appleseed, but for ad blockers. It may sound like I’m a turncoat selling out my own profession. So before you start yelling, here’s the high-level argument: Most of what ad blockers would block was junk/fraud anyway. Digital advertising …
  • Acxiom Thinks The Furor Over Ad Blocking And IOS 9 Is Overblown
    Arthur Coleman, general manager of Acxiom Labs writes in a blog post that "the immediate impact of ad blocking in iOS 9 is overblown. "The ad-pocalypse predicted for mobile is unlikely to occur, and the advertising industry has time to adapt to increasing viewer frustration with current advertising practices. ...We do not expect ad blockers on mobile to achieve more than a 2-4% penetration in the US by the end of 2017.  Still, we strongly advise advertisers and publishers to attend to viewers’ frustrations with current advertising practices online and in mobile now to avoid a disaster in the future." …
  • Programmatic's New Tenants: Brand Marketers
    Melody Gambino, Director of Marketing at Grapeshot explains why branding dollars are shifting to programmatic. "As programmatic has evolved and matured over the past year — despite all of the sticky challenges presented by fraud, viewability issues and ad blocking — branding dollars are starting to flow to programmatic in earnest. ...With the growth of private marketplaces, better deal ID protocols and automated direct avenues, programmatic investment is growing in a cross-channel manner. In addition to display, adoption rates are rising rapidly in mobile and video, two hot platforms ideal for consumer engagement and branding."
  • If You've Got A Problem With Fraud, You're Doing Programmatic Wrong
    AdExchanger delivers a terrific column in its "Data-Driven Thinking" series by Nicolle Pangis, global chief revenue officer at Xaxis. Pangis states: "With $6.3 billion destined for illicit hands this year, according to the Association of National Advertisers, ad fraud is clearly a major problem. But rather than impacting all players in the space equally, fraud is increasingly born by those who willfully, negligently or unmindfully make poor choices in their digital advertising efforts." She argues that all players in the ecosystem must understand two "hard truths": "First, while one of the initial promises of Internet advertising was to provide a virtually …
  • ANA Study: Most Marketers Would Shift Ad Spend Over Lack Of Third-Party Measurement
    AdExchanger's take on the ANA study that found that most marketers would shift ad spend due to insufficient third-party measurement. In an ANA survey of 154 members conducted this summer, 90% of marketer respondents also said they are “not fully confident” that their working media meets digital viewability requirements set forth by bodies such as the Media Rating Council (MRC)."The question we asked was, 'Do you think larger digital media owners should allow their inventory to be measured by a [third party]?'" Bill Duggan, group EVP for the ANA told AdExchanger's Kelly Liyakasa. "I think even if you took …
  • Is Programmatic Advertising Relevant In B2B?
    Andrew Dalglish reports that the B2B Barometer Report states that two-thirds (64%) of B2B marketers describe programmatic advertising as irrelevant. Dalglish says it's striking because an estimated 59% of digital ad spend in the UK, that’s £1.8 billion, is programmatic and next year it’s forecast to reach 70%. Yet, most B2B marketers still don’t see it as relevant. ...It’s strange because if we break it down, programmatic is unarguably attractive.... A report by AppNexus identifies two key challenges hindering the wider adoption of programmatic – a lack of understanding about how to use it and …
« Previous Entries