viewability

With focus on delivering ROI, Facebook makes changes to paid post boosting

Late last year, IPG Mediabrands’ Magna predicted that the global market for digital advertising would surpass $200bn and eclipse television ad spend.

But the still-growing digital ad pie is no longer a free-for-all. Thanks to concerns over brand safety, relevance, fraud and viewability, advertisers are becoming more careful about how and where they advertise and even the biggest ad platforms are taking note.

Is WPP the canary in the coal mine for the global ad business?

On Wednesday, the world’s largest ad agency holding company, WPP, spooked investors by warning about a slowdown that it projects will result in dismal sales growth of 1% or less.

Shares of the firm plummeted the most in a single day since 2000 and are now down by more than 20% this year.

Are online advertisers wising up about content quality?

YouTube is facing a backlash after popular content creators claimed that the platform is failing to monetize their videos.

The row focuses on YouTube’s Advertiser-Friendly Content Guidelines, which users claim they were not told about and that they feel are ambiguous.

A new ad metric? The Financial Times creates ‘cost per hour’

Despite the significant innovations that have taken place in online ads in the past several years, advertisers still largely rely on metrics like CPM and CPC to quantify their digital ad spend.

To a large extent, the use of these metrics makes sense. They are simple and for many channels, are reasonably meaningful. But that doesn’t mean that there’s no room for innovation.