Whitelists vs. blacklists for programmatic media
programmatic display can be quite complex regardless of which DSP (demand-side platform) you use to execute your buys. For many years,...
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Google sunsets its AdSense plugin for WordPress
Google AdSense has sunsetted its WordPress plugin this month. Publishers can no longer install it on their sites. As of April 5, 2017,...
Brand safety: Avoiding fake & hyperpartisan news on the Google Display Network
What does online brand safety mean in the age of hyperpartisan, sensationalized and fake news content? With programmatic targeting and...
Amobee beefs up Singtel’s digital ads division by buying ad tech firm Turn
Singtel’s ad tech division Amobee said Wednesday night it has agreed to buy ad tech firm Turn for $310 million. Amobee, which was...
The tyranny of a blank page: Why creative matters most
“And remember the tyranny of a blank sheet of paper,” my supervisor added as I turned to leave her office. I was a young account...
Tru Optik now allows identified customer data for OTT TV ad targeting, through LiveRamp
Data provider Tru Optik has been busily assembling the ability to target Over-The-Top (OTT) TV audiences with the kind of data that is...
Google’s YouTube to undergo MRC audits for video viewability measurement
Google announced Tuesday that the Media Rating Council (MRC), the media industry’s measurement monitor, will be auditing YouTube’s...
The 4 truths of programmatic marketing
Arguably, finding the perfect blend of messaging, channel and context to optimize your activity has never been easier. Today, technology...
From viewable to verified: Here comes the next phase of audience-based buying
Outsiders often describe the business of MadTech (marketing and advertising technology) as the “Wild West” — and with good reason. The...
AdParlor launches Intelligence Tags to better assess social ads’ performance
In their never-ending quest to understand which creative works best in an ad, marketers now have another tool. Today, social ad platform...
Publishers Clearing House attributes 26 percent revenue lift to header bidding
Publishers Clearing House (PCH) is best known among the general public for its free-to-play, chance-to-win promotional sweepstakes. Among...
The evolution required to achieve a sustainable online ecosystem
Gartner’s 2016 Hype Cycle for Digital Marketing and Advertising and cited as a critical issue in LUMA’s annual State of Digital Media...
Pop the personalization filter bubbles and preserve online diversity
And it happened. Voices and viewpoints exploded in the form of websites, podcasts, YouTube channels and more. The long tail of the...
What if Super Bowl commercials were like digital ads?
But wait. Was Edelman inbound or not? Hard to say. A replay review will determine if the call stands and the Patriots win — or if the...
Sizmek’s dynamically assembled ad serving now includes audience segments from DMPs
Sizmek provides a Programmatic Creative ad-serving solution, where ads are assembled on the fly so that their design and content can be...
MAdTech: The marketers’ view
The modern landscape of media, advertising and technology — “MAdTech” — has become increasingly muddled. The means by which marketers...
Best of both: Making TV and digital work in unison
previous article, I explained that — despite being widely viewed as competing advertising channels — TV and digital are, in fact,...
What does Medium.com’s profit model pivot say about the future of online advertising?
Online advertising, and especially its bulky older brother, “programmatic,” are darlings of the digital marketing world. Even folks who...
Time’s Viant buys ad tech veteran Adelphic, creating ‘first DSP owned and operated by a people-based
Purchased by Time, Inc. last February, ad tech company and Myspace-owner Viant has been focused on developing a people-based platform...
Why B2B marketers should care about whitelisting
brand safety is a big concern for most businesses. No brand wants its products associated with hate speech, porn or extreme politics,...
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