Category: Programmatic Advertising & Media Buying

IAB Tech Lab unveils a proposed Ads.txt for mobile apps

IAB Tech Lab unveils a proposed Ads.txt for mobile apps

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Last year about this time, the Interactive Advertising Bureau (IAB) Tech Lab launched its ads.txt project to prevent fraudulent selling of website ad inventory. This week, the Tech Lab is releasing a proposed spec for extending ads.txt, which is now widely adopted, to mobile apps. The proposal is open to public comments over the next […]

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DoubleClick Bid Manager opens up digital audio ad buying globally

DoubleClick Bid Manager opens up digital audio ad buying globally

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As investment in digital audio advertising continues to grow, Google’s DoubleClick Bid Manager is rolling out support globally for buying audio ads programmatically across a handful of streaming services. The company announced Wednesday that advertisers can now buy ad inventory programmatically from Google Play Music, Spotify, SoundCloud and TuneIn, and soon Pandora. In the US […]

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WFA demands that advertisers take actions that promote 'a better marketing ecosystem'

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

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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 the organization earlier this year. Last year, programmatic advertising platforms were schooled both verbally and […]

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

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

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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 year. Publishers retain 100 percent of the revenue they generate from selling ads directly in […]

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

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

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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 in the first decade of the programmatic revolution. Don’t get me wrong — I’m an […]

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How AI and CLV help app marketers drive business growth

IAS launches brand safe, fraud-free programmatic tech solution for in-app ads

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Integral Ad Science (IAS) has unveiled a first-to-market technology solution that helps programmatic advertisers target mobile in-app ads that are brand safe, free of fraud and have a viewability goal. The tool is already integrated into the trading process on several demand-side platforms (DSPs). Eight in 10 US mobile digital display ads are traded programmatically, […]

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Google News Initiative kicks off with Subscribe With Google, other efforts

Google News Initiative kicks off with Subscribe With Google, other efforts

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Google News Initiative event held in New York City, March 20, 2018 Google’s plans to help support publishers’ subscription businesses came into clearer focus on Tuesday at an event in New York City. The company is launching a wider framework for working with publishers, called the Google News Initiative. It builds on several of the […]

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The price is right? Let the data answer that

The price is right? Let the data answer that

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Programmatic audience targeting has increasingly become table stakes and today provides fewer performance increases than in years past. There are plenty of vendors providing competitive (and increasingly comparable) ways to target consumers based on the data available through third-party exchanges. After years of innovation, audience targeting is reaching a new level of maturity, and marketers […]

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Why are marketers talking about taking agency services in-house?

Why are marketers talking about taking agency services in-house?

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Late last year, the Association of National Advertisers reported that some 35% of marketers have already brought programmatic in-house, a dramatic increase from the 14% reported in 2016. And that’s just a start. Marketers have their eyes on a host of services once outsourced to their agencies: social media marketing, data management, strategic planning, message […]

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Are brands any safer? Is programmatic ad buying any more transparent?

Are brands any safer? Is programmatic ad buying any more transparent?

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A little more than a year ago, in January 2017, Marc Pritchard, chief brand officer of Procter & Gamble, threw down a gauntlet. Frustrated by increasing instances of frauds, breaches, sloppy executions and potentially shady markups, Pritchard posed a historic dare to digital advertisers to either “grow up” or P&G would pull their ads. In […]

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New survey by people-based marketer Viant promotes marketing to identified users

New survey by people-based marketer Viant promotes marketing to identified users

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What will programmatic advertising look like in a few years? For Time Inc.-owned Viant, people-based marketing is the trend, and the company has recently released a white paper that offers some evidence in support of that vision. The paper, “Power of the People: How People-Based Marketing Is Driving Change Across the US Advertising Industry” (registration […]

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A final call? Unilever threatens to pull ads from platforms swamped with 'toxic' content

A final call? Unilever threatens to pull ads from platforms swamped with ‘toxic’ content

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Consumer packaged goods maker Unilever, an advertising force with a $9.8 billion annual marketing budget, is ringing the alarm bells that all is still not well in the environments fostered by the likes of Google and Facebook. Unilever Chief Marketing and Communications Officer Keith Weed spoke about the need for platforms to regain consumer trust […]

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8 steps for avoiding disaster

8 steps for avoiding disaster

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Clients are taking more and more of their programmatic work in-house, and that migration is now increasingly moving beyond media buying to include creative work. In fact, here at our company, we’ve seen at least half a dozen major clients in the last 12 months take meaningful steps to bring digital creative in-house. Unfortunately, many […]

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10 tips to stay ahead in digital advertising

10 tips to stay ahead in digital advertising

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When I first started in advertising, change was incremental, and so was learning. Staying current meant keeping up with the newest ways to use technologies and media that were already staunchly embedded in the consumer experience. Twenty years later, lured by the dynamism of the digital advertising revolution and its promise to reach consumers more […]

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We’re already seeing the fallout from Apple's war on cookies

We’re already seeing the fallout from Apple’s war on cookies

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The predictions are now a stark reality. With its Q3 earnings release in early November, Criteo confirmed what until then had been only speculation: Apple’s new Intelligent Tracking Prevention feature, rolled out with the latest version of its Safari browser in September, is taking a heavy toll on retargeters and industry players that rely on […]

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Our top 10 display advertising columns for 2017

Our top 10 display advertising columns for 2017

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One of the hottest topics of discussion in 2017’s display advertising arena is speculation about what will happen next year, specifically February 15 of next year, when Google plans to release a version of its Chrome browser with ad-blocking features baked in. The feature targets “annoying” and “intrusive” ads only, but exactly what that means remains […]

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Study finds inventory on TAG Certified channels had 83% lower fraud rates

Study finds inventory on TAG Certified channels had 83% lower fraud rates

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Photo © Bloomicon / Shutterstock.com A new study from The 614 Group has analyzed the impact of the Trustworthy Accountability Group (TAG)’s efforts on addressing fraud in the digital advertising supply chain. The top-line takeaway from the study is that when TAG Certified distribution channels were used, the level of fraud was lower by more than […]

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YouTube set to raise ad prices on premium ad inventory

YouTube set to raise ad prices on premium ad inventory

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Even as it has hit several brand safety bumps over the past year, YouTube is poised to raise prices on premium ad inventory in the coming year. Business Insider reported this week that the video platform will increase ad rates on reserved inventory by as much as 20 percent in 2018. That’s the premium inventory […]

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