“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving digital marketing technology ecosystem. This week it is written by Joanna O’Connell, Lead Analyst forAdExchanger Research. I read this recent WSJ CMO Today piece, which explored the proud anti-ad tech stance a number of young digital publishers are taking, with a mix of […]
Facebook is mostly an app company now. Desktop monetization of Facebook’s owned and operated properties keeps shrinking both in actual numbers and as a percentage of the overall business. In the second quarter of 2015, desktop revenue shrank 8% and contributed less than one-fourth of Facebook’s total ad revenue, the company said in its earnings disclosure […]
Publishers, users and advertisers hate in-banner video. It creates a poor user experience and, for advertisers, it doesn’t even drive ROI like pre-roll video. “If you want the entire video to be viewed and have complete attention, in-stream works best,” said Anush Prabhu, chief channel planning and investment officer for ad agency Deutsch Inc. In-banner […]
The competition among cross-device providers is no longer a one, two or even three-horse race, but looks more like a mad steeplechase with 20 animals of various sorts, including thoroughbreds, rabbits and perhaps snakes. The biggest consumer platforms, like Facebook and Google, are often given the best odds, but some dark horses are moving up […]
Consumer packaged goods companies, historically big TV spenders, are moving money to digital video. MyWebGrocer, an ecommerce platform and ad network for grocers and CPGs, is witnessing this shift. The company, which manages $40 million in digital media spend and which helps CPG advertisers target ads based on its retail partners’ first-party data, has built […]
As feeds become the new standard for web design, there’s a greater need to develop ad units that accommodate them. Such was the thinking behind the IAB’s Wednesday release of specifications for three kinds of in-feed advertising channels: social feeds (notably sponsored Facebook or Twitter posts), product feeds (which encompass ecommerce sites like Amazon and […]
When Univision embarks on an 18-month partnership with Snapchat, it will be the latest test for the nascent social platform to prove its value as a content hosting platform for broadcasters – and for brands advertising against that content. The partnership, revealed Thursday, centers around Snapchat’s Live Stories product, “a curated stream of user submitted […]
Pandora is enjoying rising ad prices aided by its SMB sales efforts, CEO Brian McAndrews told investors during the company’s second quarter earnings call. “Our advertising investments, particularly in local, are paying off,” McAndrews said, adding, “RPMs were up 25% year over year, to a record $49.94.” According to McAndrews, Pandora’s success with local advertisers […]
AOL Platforms moved five video formats out of beta on Thursday, an update to the pre-roll format that dominates video advertising. The interactive video ads will run across AOL properties such as The Huffington Post, TechCrunch and AOL.com, and publisher partner video content, via AOL’s video content service, AOL On. The ads are available programmatically […]
In-app fraud is turning into another expensive headache for advertisers. According to research released Thursday by fraud detection firm Forensiq, programmatic in-app ad fraud was responsible for roughly $776 million worth of wasted budget in 2014, a number Forensiq projects will crack the $1 billion mark this year. That might seem like a relative drop […]
