Posts tagged with 'publishers'
Publishers with quality content are undermining their brands and providing their visitors with a poor experience by attempting to maximize revenue through paid links to poorly targeted, often low-quality third-party content.
For example, did you know:
The one sure-fire tip for losing weight? That a certain billionaire thinks that the economy is about to crater? That Tom Brady and Bridget Moynahan are having a baby?
No? Then you’re not reading some of the content being offered up through links on some major sites.
More and more publishers are rushing to embrace native advertising, and for good reason: advertisers are eager to spend money on it.
While there's debate and discussion around the exact definition of 'native advertising', publishers and advertisers are quickly learning that ads integrated into the user experience, often to the point that they're not immediately distinguishable as ads, come with challenges.
Despite the fact that real-time bidding is a complex and sometimes confusing space, media buyers and sellers alike continue to flock to RTBs, a trend that experts don't believe will end any time soon.
Real-time bidding, of course, isn't the end-all and be-all of digital advertising, and there are numerous areas for concern.
But is the entire model for how ads are bought and sold via RTBs broken?
With advertisers set to pour more and more money into native ads, 2013 could be a great year for well-positioned publishers.
But publishers looking at native ads as a solution to ad blockers and paltry display CPMs should tread carefully.
Native ads aren't a panacea and the premiums advertisers may be willing to pay for them shouldn't distract from the fact that native ads can be risky ads.
Wikipedia is one of the world's most popular websites and, in the eyes of some, was largely responsible for the demise of Encyclopaedia Britannica.
The good news for publishers: the market for encyclopedias is relatively small, so Wikipedia's popularity has had a relatively limited commercial impact.
The bad news for players in the travel space: the Wikimedia Foundation's entry into online travel may have broader commercial implications.
With publishers serving more and more of their audience through mobile and tablet devices, it's no surprise that responsive designs are growing in popularity.
From the BBC and Guardian to Metro and Express & Star, the number of publishers jumping on the responsive design bandwagon is growing rapidly and for good reason: there's a lot to like about responsive design and done right, it's pretty compelling.
Has Google altered its algorithm to favor its own properties in vertical search results?
Numerous publishers which now find themselves competing with the search engine they rely on for valuable traffic have accused Google of doing just that. Some in the industry have even petitioned antitrust regulators to look into the matter.
More than a decade ago, Microsoft was branded by the United States government as a greedy monopolist and the company's existence was threatened by an antitrust lawsuit that could have resulted in the then-world's largest software company being broken apart.
Today, memories of Microsoft's past may have largely faded but the Redmond company is still trying to convince consumers that it's cool, and perhaps more importantly, that it's on their side. One of the ways it's doing that: declaring its support for consumer privacy.
Despite its many critics, television advertising is a $100bn-plus a year market. So it's not entirely surprising that the market for online video ads has evolved to look a lot like its offline counterpart.
There's the desire, now being realized, for digital up-fronts. There is a growing focus on channels. There are Hollywood-like deal structures. And, of course, the pre-roll is the dominant ad unit.
Recent research from Google put some solid figures behind a notion that has been common knowledge in our industry for some time - consumers are using a mix of phones, tablets, computer and TVs to consume digital content.
However, a point to consider beyond this isn’t just the number of devices that are commonly used to digest content, but the sheer amount of content consumed in total.