The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.
Frustration with blanket brand safety and suitability solutions is boiling over, leading some publishers to call for marketers to block the blocklist and throw away the keywords. That frustration was on display during a brand safety and contextual targeting panel at AdMonsters’ Ops 2022 conference in New York City on Monday.
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. The connected TV streaming boom is drawing a traditionally conservative group of marketers in healthcare and pharmaceuticals, who are attracted to CTV’s targeting and customization capabilities. Healthcare and pharma marketers’ digital advertising spend grew over 14% in 2020 and is expected to […]
WebMD and Medscape parent company Internet Brands is set to acquire PulsePoint, a New York-based programmatic platform focused on healthcare marketers. Terms of the deal were not disclosed. The acquisition is set to close in early June following regulatory approvals. Healthcare and pharmaceutical marketers’ digital advertising spend grew over 14% in 2020 and is expected […]
People visit WebMD to research their health conditions and treatment, yielding a vast array of data about how people engage with different topics. The medical site’s knowledge about its readers now informs it nearly 3-year-old sponsored content program, which booked $20 million in revenue during its first year. WebMD can show clients how the customer […]
Keeping up with tech-savvy consumers who demand personalized experiences is a challenge for publishers and advertisers alike. Like other companies, health information provider WebMD realized it needed to revamp its advertising strategy with a greater focus on mobile devices and customizable features. Earlier this month, the company launched a new version of its app that […]
You’ve read all the press about declining CPMs in Pubmatic’s AdPrice Index and the dark, dwindling outlook for online advertising. Truth be told, ad budgets are continuing to come online as premium content sites are showing remarkable resilience in spite of the sputtering economy. Yesterday, health and wellness website, WebMD, reported better than expected earnings […]
