As we begin to sift the huge amounts of data at our fingertips, we are starting to see a move toward better advertising solutions: more targeted and more relevant ads served to potential customers who will actually act on them. This is needed in display advertising more than any other.
In 2012, we started to see publications shift toward more effective types of inventory from ad servers. Sites such as Forbes and USA Today have moved from allowing served ads to viewable ads, which means advertisers aren't being charged for ads that aren't seen by the consumer.
Some may consider this a bold move, and those serving the inventory are likely to unhappy with this move, but a movement to a viewable ad measurement, will make the ROI of display advertising reflect the actual truth of what is seen.
Amazon may be the world's online consumer retail giant, but don't let that fool you: the company isn't content with being the Walmart of the web.
Already, Amazon has become a leading player in the cloud computing space, and in 2013, it's coming to Madison Avenue, perhaps in a big way.
How Facebook will make the type of money it needs to make to satisfy Wall Street is yet to be determined, but one thing is certain: if Facebook is going to make the type of money it needs to make to satisfy Wall Street, mobile will have to be a big part of it.
Facebook's mobile usage has skyrocketed in the past year, and the common wisdom is that Facebook will have to find a way to monetize its users on mobile. But capitalizing on the mobile opportunity may not fully require Facebook to monetize them directly.
Advertisers have more and more types of online ad inventory than ever, and thanks to technologies like real-time bidding, increasingly sophisticated ways to buy them.
But for advertisers actually hoping their ads will reach consumers, there's bad news.
How to compete with Google in the display advertising space? Late last year, three unlikely allies, Yahoo, AOL and Microsoft, forged a pact that would allow each company to sell certain display ad inventory for the others.
At the time, Yahoo and Microsoft decided to use different ad exchanges, while AOL remained undecided.
OpenX became a player in the ad serving market by offering free and open-source versions of its ad serving technology.
But the online ad market is growing in sophistication, and larger advertisers are increasingly buying ads from a wider variety of sources, such as DSPs.
Media buyers are increasingly moving more and more dollars to digital, but as far as percentages go, digital advertising still has a lot of upside potential. The companies that stand to realize that potential, of course, are advertising powerhouses like Google.
Google isn't idly standing by waiting for media buyers to shift budgets. Yesterday, the Wall Street Journal wrote that Google has struck a deal with giant agency holding company Omnicom that will see Omnicom spend hundreds of millions of dollars on display ads through Google's ad exchange over the next two years.
Despite the fact that paid content and premium services are back in
fashion today, a significant number of online publishers still rely
wholly or partially on advertising revenue.
Yet many of them shoot themselves in the foot by engaging in behavior
that limits their potential to generate ad revenue instead of boosting
Ad networks: good or bad? That's a debate that's been raging for years. On one hand, ad networks serve a purpose in moving inventory that isn't being sold in-house. On the other, some argue that they do more harm than good by devaluing that inventory.
Some big online publishers, including ESPN, have already ditched ad networks. But now the online media industry is set to watch as the largest online publisher to date says sayonara to ad networks.
Gary Goodman is the CEO and co-founder of MediaEquals, an online platform set up initially for trading offline media with plans for an online display channel by early 2010. Backers include Richard Eyre, the chairman of the IAB, John Farrell, the former president and CEO of Publicis Groupe SAMS Worldwide and Andrew Walmsley, the co-founder of i-level.
We interviewed Gary about the platforms’s ambitious plans and how his experience in offline and online marketing have informed the company’s approach.
He also explains why the marketplace is not a threat to existing online advertising exchanges.