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»forbes

Forbes Sells More Intelligently By Mapping Content To Audiences

What kind of stories do people in market for a luxury SUV read? Forbes is answering that question using data, not a gut feeling, so brands can buy sponsorships and branded content based on what resonates with an audience. That question was once impossible to answer. Publishers would know, for instance, if readers indexed highly... Continue reading »
by Sarah Sluis // October 23rd, 2018 //
»
Why Forbes Split Up Its Integrated Sales Team

Integrated sales teams are in vogue. Print sellers usually handle digital these days, and IO-focused digital sellers pitch in on programmatic. But Forbes, which integrated its sales team in 2009, switched back to separate lanes for separate mediums at the beginning of this year. “All of this was motivated by what we were seeing when... Continue reading »
by Sarah Sluis // February 27th, 2017 //
»
Business Publishers See Growing Opportunity On LinkedIn

LinkedIn is no Facebook, but it is a growing source of referral traffic for publishers. And as it turns to sponsored updates for more of its revenue, LinkedIn is encouraging users to spend more time scrolling through the feed – a move that will only benefit publishers posting content in that feed. Forbes, Bloomberg and... Continue reading »
by Sarah Sluis // March 22nd, 2016 //
»
Forbes CRO Sees Industry ‘On The Cusp Of A Content Bubble’

For three trends affecting publishers today – native advertising, outside investments and ad blocking – Forbes has been ahead of the curve. Forbes first launched BrandVoice in 2010, a time when only BuzzFeed and Huffington Post had notable sponsored content programs. It sold a majority stake in the company to Hong Kong-based investors in 2014,... Continue reading »
by Sarah Sluis // February 3rd, 2016 //
»
Viewability Will Rewrite Video Economics, Eventually

The only certainties in life are death, taxes and multiple definitions of “viewability.” The Media Rating Council (MRC) defines a video ad as viewable if half of that ad is in-view for a minimum of two consecutive seconds, but others, like media agency GroupM, are demanding all pixels be in-view with the sound on for at least 50%... Continue reading »
by Kelly Liyakasa // March 11th, 2015 //
»
Teads Wants To Fix The Video Viewability Problem

The promise of “always in-view” ad formats sounds like panacea, but Parisian video supply-side platform Teads, which merged with European video platform Ebuzzing in the spring, is aggressively expanding into the US to tackle that very issue in video. The merged companies, which as of Monday will take the name Teads, had $100 million in revenue... Continue reading »
by Kelly Liyakasa // October 6th, 2014 //
»
Forbes’ Mark Howard Talks Programmatic Trends, Native Ads And Why It’s ‘Business As Usual’

The 96-year-old Forbes Media has made an aggressive push into digital media. It’s invested in programmatic buying as well as native advertising through its BrandVoice platform. In October, it boasted that for the first time more than half (53%) of its total ad revenue came from digital advertising. The media company’s future has remained murky,... Continue reading »
by Judith Aquino // January 30th, 2014 //
»
GroupM's Norman To NY Times: So, You're In The Ad Tech Business Now?

The old thinking: social media channels like Facebook and Twitter will be the death knell of traditional publishers. The new thinking: they need each other desperately. And just maybe, they can actually generate a worthwhile amount of ad dollars and audience engagement through mutual benefit. That was the consensus at the opening panel of the... Continue reading »
by David Kaplan // March 13th, 2013 //
»
'Affluent' Ad Net Martini Media Shifts To Programmatic

Martini Media, the online ad network focused on targeting young "affluent" audiences for the past four years, is broadening its offerings to the programmatic side. Martini's move reflects a number of factors reshaping the online ad landscape, but the shift is not without pitfalls. For one thing, the ad network model in general is under... Continue reading »
by David Kaplan // March 7th, 2013 //
»
Forbes' Howard: We Don't Have 'Remnant' Inventory

As 95-year-old business magazines go, Forbes is hardly looking its age. It's helped that the title's digital content and ad operations have been through a number of reinventions the past few years. The most recent changes have been on the digital content side. Last summer, the company revamped Forbes.com with an eye toward reducing content... Continue reading »
by David Kaplan // September 17th, 2012 //
»
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