Placement & brand safety are important, but are we forgetting ad quality?
Ad placement is a big concern for marketers.
Understandably so – over the past year, brand safety incidents have disrupted many a well-planned ad campaign.
Google unveils AI-driven ad placement with launch of AdSense Auto ads
Despite the fact that more money than ever is being invested in digital advertising, being an ad-supported digital publisher is not easy. And that isn’t just because of ad blockers, ad fraud and the countless number of providers, technologies and formats in the ecosystem.
Indeed, even seemingly basic activities such as determining how many ads to display, and which types of ads to display, usually aren’t straightforward and the wrong assumptions and decisions can result in significant lost revenues.
Three straightforward steps to setting up a direct-buy programmatic campaign
Upon running a display campaign an advertiser is struck with many choices.
Which creatives to expose on publisher sites? Which cohorts to target? How many impressions to purchase? Spend? And which agencies to run these on your behalf? It comes with a lot to consider.
Programmatic has become problematic: Here’s what marketers can do about it
Programmatic ad buying has been growing year on year, despite being plagued with scandals.
Whether its click fraud, brand safety, data privacy, or viewability it seems that every time programmatic is mentioned that it’s because it is causing some major headache for marketers.
Survey reveals the most disliked ad formats
In 2004, Neilsen Norman Group (NNG) conducted a survey to determine which ad formats internet users in the U.S. disliked the most.
More than a decade later, it decided to revisit its survey and see what has changed given the considerable changes in the digital advertising ecosystem.
A day in the life of… a web designer for a programmatic ad company
Chelsea Ikona is a web designer at Sociomantic, a display advertising company and part of Dunnhumby, the customer science company, wholly owned by Tesco.
What does a designer do for a programmatic ad firm? We’re about to find out…
Programmatic in China: Seven things to know
It goes without saying that the Chinese display advertising market is huge and evolving quickly.
With the number of smartphone users comfortably exceeding 500m in 2016, Western brands in China are experimenting with programmatic to increase their reach.
Here are some key points about Chinese programmatic for the newcomer.
Why Lastminute.com is taking control of its ad inventory
Last week, lastminute.com group announced its new media business, The Travel People.
In such an interesting time for online advertising, I wanted to know what this means for lastminute.com group and the advertising on its sites.
Mirroring big publisher websites, is this a move towards more bespoke campaigns and away from standard display?
What is non-linear advertising & how can it help publishers?
Though the term non-linear advertising is perhaps a little academic, the concept is a useful one when discussing multichannel campaigns.
It’s also a lens through which to view display advertising, and the problems it is beset by.
Here’s my attempt at explaining it.
How are brands using people-based advertising?
People-based advertising is the use of first-party data to identify known individuals within an advertising ecosystem.
The data is selectively shared with publishers, reaching real people where they congregate online.
So, which solutions are brands using to do this and to what end?
What can prevent ad fraud? We ask an ad tech CEO.
Recently, I wrote an article about the scale of ad fraud.
In it, I mentioned a press release I had received from engage:BDR about their new VP of Inventory Quality.
I decided to catch up with their CEO, Ted Dhanik, to discuss the state of the industry.
How O2 achieves creativity through data
Some people seem slightly alarmed by the rise of automation in marketing.
Is it the first step towards all of us being replaced by robots that will eventually enslave humankind and force us to oil their joints until the end of time?
While that might have been a lame attempt at a joke, it is actually very relevant to the Creative Programmatic event I attended yesterday, which was all about how this largely automated channel needn’t spell the end of human creativity in marketing.