Google posted strong first quarter earnings yesterday, with seemingly no material impact so far, from the fallout over marketers' suspension of advertising on YouTube. Whether Q2 will be impacted remains to be seen, of course.
ComScore's decision to make its viewability data free to all by the end of June is an interesting development. In making this move, comScore is helping advance the industry's usage and understanding of viewability standards and measurement and will go head-to-head with Nielsen's offering in the process.
Going beyond the last-click model is key to improving digital ad measurement and to understanding attribution. As a metric, what does return on ad spend mean to marketers?
Where the issues of brand safety are concerned, the buck begins and ends with advertisers. Why? Because ultimately, agencies, ad tech and martech vendors, and publishers are all working for advertisers!
Ad-tech providers and agency partners should embrace a more open approach with respect to brand safety, says Tim Mahlman, president of AOL Platforms. The "walled garden" approach doesn't foster the transparency advertisers are seeking.
Google is considering launching a filter on the mobile and desktop versions of its Chrome browser to block ad types that offer poor experiences for consumers, Meanwhile, The Coalition for Better Ads, an ad industry group, is looking to develop a technology that would prevent browsers such as Google Chrome or Microsoft Edge from displaying autoplaying video ads with sound, pop-up ads, and ads that quickly flash or change colors.
The projection by eMarketer earlier this week that nearly four of every five U.S. display ad dollars will transact through programmatic pipes this year, and spending on programmatic display advertising will reach nearly $33 billion is pretty bullish. Is it too bullish, given that automated media buying is, at least in part, to blame for advertiser concerns over brand safety, the messy supply chain, and transparency?
Reporting its Q1 earnings this week, Netflix said it would put up $1 billion on customer acquisition marketing with a good portion of that budget going to programmatic advertising efforts. Has Netflix taken a look at the digital advertising supply chain?
Much has been made of the mess that is the digital advertising supply chain. With the recent finding by Forrester that poor quality ads cost U.S. marketers an estimated $7.4 billion, what steps can marketers take to ensure they're getting what they pay for?
MediaMath CMO Joanna O'Connell says private marketplace (PMP) deals were supposed to be about helping marketers gain access to the best audiences through direct relationships with publishers -- but. PMPs have fallen short of that promise.