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Ad fraud is a topic that cannot be ignored.
At Econsultancy conferences, any discussion of programmatic media comes with the obligatory debate about building transparency into an ecosystem where the advertiser so often lacks control.
I thought I'd write a short post simply stating the scale of the problem with three facts.
Here's a brief introduction to Atlas by Facebook, the social network's new ad network of sorts.
Facebook was already selling ads in other apps via its Audience Network, which has been in beta since April 2014.
This Audience Network allows advertisers to promote their apps in other apps using banner, interstitial or native units and all the targeting data Facebook can stump up.
But now, with Atlas, Facebook is extending this to websites, too. All that Facebook data will be used to sell ads outside of the network and these will be seen by Facebook users. The idea is that this data will increase the effectiveness of ads by allowing greater tracking of users.
Online advertising continues to grow by leaps and bounds, but that doesn't mean that life is easy for players in the digital ad ecosystem. In fact, the thriving online ad economy is increasingly complicated.
Unfortunately, things are only going to get more complicated. Need evidence? Look no further than last week's announcement that one of the most popular browser makers, Mozilla, will begin blocking cookies from third-party ad networks by default in Firefox 22.
Some investors and analysts are increasingly bullish on Facebook's prospects for solving the social networking monetization riddle, something reflected in the recent increase in the company's share price.
Assuming that they're right, one thing remains to be seen: what Facebook's cash cow will be. One thing is not in question, however: there is no shortage of monetization ideas the company could conceivably pursue.
It's well-established that despite digital's rise over the past decade, spend on online ads is still disproportionately lower than where it should be in theory.
While there's reason to believe that spend will catch up, the shift of budgets to digital isn't coming fast enough for many publishers and ad networks -- something that is becoming particularly noticeable when it comes to mobile and video.
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.
The real time revolution in online display advertising is here and it's disrupting the industry. Data-driven performance display ad solutions are pushing the envelope. No wonder that display is growing faster than any other marketing channel, including search.
What's making this possible is the growing use of massive data volume (also called big data) to optimise and personalise campaigns in real time.
Advertisers’ data is now being intertwined with display ad management - they are finally coming together, after years of running untargeted campaigns that resulted in many wasted banners.
I promise to dive deep into big data in a future post (meanwhile, you can read about how best to use first party data in my previous post). Today, the spotlight is on real time.
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.
Thanks in large part to the popularity of the freemium business model amongst mobile app developers, mobile ad platform Tapjoy has built an advertising network that reaches some 70m active users each month.
Now it's hoping to really cash in on that audience by opening up its ad buying marketplace to all advertisers.
44% of publishers now sell display inventory via real time bidding (RTB), a figure which rises to 49% for North American respondents. Overall, RTB accounts for 17% of global display revenue.
These are some of the findings from Econsultancy's second Online Publishers Survey Report, carried out in association with the Rubicon Project, and based on a survey of nearly 500 online publishers, sales houses and rep firms.More highlights from the survey coming up...
Forget 'audience', 'unique visitors' and 'page views.' Thanks to social media, more and more brands are looking to base media buys on new metrics like 'influence.'
Take, for instance, the brands that are turning to the Influencer Network put together by Condé Nast's Vogue.
AdWeek describes the Influencer Network as "a panel of some 1,000 women deemed to have sway over other women, based on how active they are on social networks like Facebook and Polyvore, a fashion site where people create collages of outfits and share them with other members."