Category: Programmatic Advertising & Media Buying

WFA demands that advertisers take actions that promote ‘a better marketing ecosystem’

The World Federation of Advertisers (WFA) released on Thursday a Global Media Charter aimed at advertisers that will “create the conditions for a marketing ecosystem that works better for brands and consumers.” The charter follows a data manifesto issued by...

/ May 18, 2018

Ask an #SMXpert: LinkedIn ads and search — The ultimate knockout punch

The Ask the SMXpert series continues the question and answer (Q&A) segment of sessions held at Search Marketing Expo (SMX) West 2018. The following Q&A is from “Using Search Ads and Social to Deliver The Ultimate Knockout Punch” with AJ...

/ May 17, 2018

PulsePoint launches Genome to centralize data for healthcare advertising

PulsePoint is an ad exchange that has begun to focus more directly on the healthcare market in recent years. Now, the New York City-based company is out with Genome, a data targeting solution designed specifically for health-related ads or content...

/ May 17, 2018

All Apple News publishers can now use DoubleClick for Publishers to serve direct-sold ads

Apple has rolled out the ability for all publishers to use DoubleClick for Publishers (DFP) for ad serving in their Apple News content, according to Digiday. Apple has been testing the use of Google-owned DFP with some publishers since last...

/ May 16, 2018

IAB Tech Lab launches aggregation service for ads.txt

A year ago, the IAB Tech Lab released ads.txt to help stop the sale of counterfeit inventory for ads. The text file, posted on each domain or sub-domain owned by a publisher, indicates the only resellers, direct sellers or others...

/ May 14, 2018

How dynamic creative will (finally) reach the tipping point

In an industry where a lot of lip service is paid to one-to-one marketing and tailoring a brand’s advertising to the individual, far too few brands have harnessed the power of dynamic creative for their campaigns. There’s a simple reason...

/ May 8, 2018

Native isn’t display. Stop treating it like it is.

With consumers installing ad blockers and now browser companies following suit, not to mention ad fraud, domain spoofing, lack of viewability and disastrously poor brand-safety measures as a further body of evidence, let’s be honest with ourselves. Mistakes were made...

/ April 30, 2018

WFA to brands: Go beyond GDPR for online data transparency

The World Federation of Advertisers (WFA) has issued a manifesto calling for brands to put their customers first when processing data. The global group issued its plea today, a little over a month before the compliance deadline for the General...

/ April 23, 2018

Case study: Digital out-of-home and mobile-location deliver offline success for REI

At a time of declining traditional media budgets, out-of-home (OOH) seems to have found a way forward. The combination of OOH with digital and mobile-location data is proving to be very effective. A case in point is REI’s ongoing #OptOutside...

/ April 10, 2018

Programmatic is an amazing tool for branding. Here’s how to use it.

Programmatic is not just for conversions; it’s also a valuable part of your branding strategy. Historically, brand awareness strategies have been above-the-line advertising activities: TV, radio, print. These have a wide reach and so are great for upper-funnel marketing strategies....

/ April 9, 2018