Purch, publisher of LiveScience and TopTenReviews, added three layers of defense to its anti-fraud system in October. In addition to pre-screening for bots twice, Purch now detects bots, malware and ad quality in real time. “Better-quality traffic means higher ad performance and higher CPMs,” said Purch CTO John Potter. “This is a trend. Demand sources […]
Publishers still struggle to make enough video content and inventory. Text-to-video platform Wibbitz, which announced its $20 million Series C on Tuesday, aims to help them meet that need with technology that automates creation. The round, led by Bertelsmann Digital Media Investments with participation from The Weather Channel TV network, the Associated Press, existing investor […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. As big brands seeking younger audiences move TV budgets online, some have been put off by digital’s triple threat: brand safety, viewability and fraud. Hulu is there for them. Hulu basically offers the benefits of TV in a digital buy, according to Doug Fleming, Hulu’s […]
Although Netflix’s audience is large (and growing), it’s notoriously hard to measure. Nielsen hopes to remove some of the difficulty gauging audience viewership in ad-free environments like Netflix with its launch Wednesday of a syndicated measurement service called Nielsen Subscription Video On Demand (SVOD) Content Ratings. Eight networks and studios, including A&E, Disney-ABC, Lionsgate, NBCUniversal […]
The idea of accomplishing more together than apart sounds like a tagline for a social justice organization, but that’s what Upworthy and Good say happened after they merged 10 months ago to form Good Worldwide. The two publications cater to corporations and nonprofits that want to align their brands with social causes and change. Good […]
As Facebook grabs more mobile and video dollars from the ecosystem, premium publishers are looking for viable ways to compete. For storied publisher Time Inc., one solution is to bring its own mobile-optimized video solutions to market. Using Google’s native framework, Time created a mobile, in-feed video solution dubbed Adapt that is customized to its […]
Texting and messaging friends tends to bring out our inner foodies, and the Food Network has used a Facebook Messenger bot to join that conversation. Food Network has invested in its chatbot since it first launched in November 2016, even after the initial hype dropped off. While other brands and publishers had difficulties being conversational […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jana Meron, vice president of programmatic and data strategy at Business Insider. Jana will present “Insider View From The Publisher” at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference Oct. 25-26. Ad fraud is a much-discussed headache for […]
With header bidding enabled, the open marketplace works just fine for Advance Local. While many publishers and buyers are moving to closed, curated programmatic environments due to brand safety, fraud and viewability concerns, Advance Local is focused on driving yield in the open marketplace. That strategy means improving viewability and giving buyers transparent URL information […]
Every publisher wants to harness its data – but you can’t climb a mountain without a lot of pain. At the Google Publisher Leadership Summit in Chicago, ad execs from The New York Times, Vice Media and the Local Media Consortium (LMC) discussed their often-arduous quests to reach the peak. The New York Times, for […]
Google on Tuesday unveiled its Insights Engine Project – including six products for data visualization, integration and insights – and promised that exchange bidding will be generally available in early 2018. Read the release. For the first time, Google, via an Insights Engine product, will give publishers the types of user demographic and content consumption […]
Demand-side platform The Trade Desk wants a bigger slice of TV ad budgets. The company on Thursday rolled out a connected TV targeting and attribution tool designed to extend digital buying capabilities like retargeting and audience matching into the over-the-top environment. According to CEO Jeff Green, connected TV inventory available through The Trade Desk increased […]
Axel Springer joined the Coalition for Better Ads on Wednesday partially because it didn’t want Google, a member of the coalition, to have an outsize say in what counted as a better ad experience. Despite being a dominant European publisher, Axel Springer is worried about US platforms like Google dictating industry standards or positioning to […]
In a blog post Wednesday, Facebook’s VP of global marketing solutions, Carolyn Everson, acknowledged that some marketers are “feeling uneasy” about viewability, online ad metrics and brand safety. She outlined updates meant to address that discomfort. First, Facebook intends to give advertisers more control over where their ads are running by tightening guidelines on the […]
Slideshows have been hurt by growing demand for viewable inventory, as readers rarely scroll down and often click to the next slide before ads load. Topix, which buys traffic to slideshows that rack up tons of page views, was affected by this shift. Four months ago, the site’s viewability hovered around 40%, so programmatic buyers […]
Spanish-language broadcaster Univision hopes to offset declines in local TV ad revenue by doubling down on its digital ad business. It was an early adapter of Facebook Watch, Snapchat Discover and Snapchat Live Stories to reach its audience of millennial Hispanics, but Univision is emphasizing multiplatform campaigns to boost digital revenue. (Univision’s digital ad revenue […]
Taste of Home amassed almost 6 million followers on its Facebook pages, where readers actively commented and shared posts – without ever hiring anyone to run audience development. That raw engagement attracted Kari Hodes to join in January as Trusted Media Brands’ (which owns Taste of Home) VP of digital content and audience development. Hodes […]
The publication that shunned banner ads reversed course last week when BuzzFeed added programmatic ads. The decision came down to two factors: increased advertiser demand for programmatic and a better user experience, said Ken Blom, BuzzFeed’s VP of branded distribution, who leads the 30-person team that will handle the programmatic logistics. “We don’t want to […]
AppNexus and Index Exchange have the broadest adoption of their adapters and wrappers, according to the first-ever Header Bidding Index – a report from ServerBid, an Adzerk spinoff that builds wrappers for the demand side. Seventy percent of the top 1,000 publishers running programmatic advertising use header bidding, according to the report, which ServerBid created […]
Although Roku’s device sales make up 59% of its revenue, the growth of the segment is declining as Google, Amazon, Apple and other competitors push for more market share. However, its platform business, which consists of ads and subscription revenue, has expanded rapidly and now represents 41% of Roku’s total revenue. Advertising accounted for 67% […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. Supply-path optimization (SPO), or, as I like to call it, supply pathing, might not sound like the sexiest topic, but is suddenly the […]
In its short, two-year lifespan, FuboTV, a streaming video service specializing in live sports content, has mostly monetized through paid subscriptions. But after raising a $55 million Series C round in June – and pushing to grow subscribers for its new skinny bundle, Fubo Premier – it’s turned its attention to its tech stack. FuboTV […]
Engaged readers make for loyal subscribers. The New York Times’ mobile app, which the publisher once feared would cannibalize its desktop subscriber rate, has proven to be the watering hole where many of the Times’ young, engaged readers hang out. Readers within the app rank among the most loyal and committed, in terms of the […]
While Google claimed advertisers are returning to YouTube, new data from Standard Media Index reveals advertisers really did tighten their purse strings after the video platform’s brand safety scare. YouTube ad spend declined about 26% YoY in Q2, while ad spend spread across digital video platforms such as Hulu or network-owned video services, in comparison, […]
If a new ad tech partner generates $50,000 in revenue for a publisher, is it safe to assume that gross revenue will increase by the same amount? Publishers that unify their analytics and rigorously test those partners increasingly are finding that the answer is no. “There is no such thing as purely incremental revenue,” said […]
Every vendor in the supply chain takes its cut before a CPM goes to work, and that includes a fee for brand safety protection. It’s a small price to pay, said John Montgomery, global EVP of brand safety at GroupM, running somewhere between two and 10 cents per thousand impressions for brand safety protection when […]
Publishers paying to promote content on social platforms need to determine the return on their ad spend, just like marketers. The sites Tickld, Clipd and Knowable, part of the “Pulse” division at publishing company Gateway Blend, rely on social platforms to distribute content. Gateway Blend used to optimize the ad campaigns for Pulse content with […]
When CEO Alicia Navarro started Skimlinks 10 years ago, affiliate marketing was a transactional game. Drive the last click before a sale, scoop up the credit. But that scenario didn’t reflect that content producers tend to bring value higher up the funnel. “Affiliate is very good at rewarding and incentivizing last-click behavior,” she said. “But […]
Until recently, “programmatic” meant “remnant” at Motorsport Network, a digital media and broadcast company geared toward motorsport enthusiasts. “One of the main concerns our salespeople had was that, when inventory becomes available to buy programmatically, it immediately has the stigma that it’s remnant or somehow lower in quality,” said Mark Fragoulias, global director of ad […]
Brands want to spend more on native, and plista, the native arm of WPP’s Xaxis, is hoping to oblige through a partnership with dynamic creative optimization platform Jivox. After several months of testing, the duo rolled out a solution on Tuesday to help plista and GroupM clients create and buy native ads programmatically and personalize […]
Meta now scores every eligible ad for every impression at more than a billion ads per second, one of three ad ranking upgrades Meta announced on Wednesday.
The agency services group Marketbridge added to its portfolio on Tuesday by announcing its acquisition of Channel99, a B2B advertising and attribution tech company.
The law-professional-to-queer-media-founder pipeline is not a particularly common one. But it’s exactly how Alia J. Daniels came to co-found Revry, a free streaming platform centering LGBTQ+ storylines.
Podcasters can open their inventory to programmatic demand to complement their direct-sold host-read ads and monetize their back catalogs.
The deal is the latest sign that media buyers are moving closer to publishers to shorten supply paths and get at the audience data they need to train AI agents.
OptimizeRx, which has software that plugs into the systems doctors use to prescribe drugs and maintain patient records, has taken its next big step into the world of programmatic through a new partnership with The Trade Desk.
