Category: Display Advertising

It’s time for creative to retake center stage

Call me a curmudgeon. When I was coming up through the advertising industry, it was creative that drove the campaign. Creative development is where the process started, where the energy went and what gave a campaign its identity, its purpose,...

/ November 15, 2017

Singular Fraud Index highlights most secure mobile ad networks & challenges for marketers

A new report from unified marketing analytics system Singular provides a look at the use of mobile ad fraud prevention by marketers and ad networks. In its analysis, the company found that 63 percent of marketers don’t have fraud prevention...

/ November 15, 2017

The best ads aren’t ads

Roger Federer sells watches. Peyton Manning sells pizza. Matthew McConaughey sells cars. Does anyone who watches these ads truly believe that these celebrities actually use the products they endorse? Probably not. And yet, these ads work. There’s a psychological concept...

/ November 14, 2017

AppNexus, Tru Optik offer first partnership between an OTT SSP and a DMP

Step by step, internet-based TV programs are becoming full-fledged citizens of the digital ad ecosystem. The latest step is a partnership announced this week between ad platform AppNexus’s existing Connected TV marketplace and Over-the-Top (OTT) data management platform (DMP) Tru...

/ November 10, 2017

Smartpipe looks to solve GDPR-compliant ad targeting by treating identifiers as ‘snowflakes’

A London-based company has come up with a way to target ads that can satisfy both marketers and GDPR. The central problem is that marketers target ads at specific individuals or groups of individuals, as consistently identified by cookies, mobile...

/ November 6, 2017

Television is dead. Long live video

“Video killed the radio star, video killed the radio star, we can’t rewind we’ve gone too far.” First released in 1979, the famous tune went on to top 16 international music charts. Ironically, when MTV was launched two years later,...

/ November 3, 2017

After slashing programmatic exposure, P&G began advertising on more sites this summer

In July, when Procter & Gamble reported its quarterly earnings, the company said slashing digital ad spend by $140 million had “no negative impact on growth rate.” The company significantly cut back on the number of websites it advertised on...

/ November 2, 2017

Ad-mageddon! Ad blocking, its impact, and what comes next

Since the mid ’90s, the internet has been filled with examples of something tiny becoming something big — and changing everything. Ad blocking is another of those stories that will be told, in years to come, around smoldering tweet-fires by...

/ October 31, 2017

How to identify the best publishers to help you achieve your business goals

Building enduring relationships with the right publishers is fundamental to running a successful affiliate program. To determine who the “right” publishers are, you need to (a) understand your business objectives; and (b) have the data that allows you to understand...

/ October 27, 2017

In digital, lack of oversight is a major blunder

Industry leadership at a grand scale has joined buyers and consumers in the backlash against fraud, waste and abuse in digital. While welcome, this development is long past due and may be too late. As Forbes noted in its coverage...

/ October 24, 2017