Advertising Supported $5.8 Trillion In US Economic Output Last Year

Via Advertising Age The gist: American companies spent nearly $300 billion on advertising last year, and the industry as a whole supported $5.8 trillion of U.S. economic output in 2014. More information: As reported by Advertising Age, the IHS Economics and Country Risk study also found that advertising made up 20% of the 142 million jobs in the U.S. last …

6 Things To Know In Programmatic For 2016

Via MediaPost The gist: eMarketer analyst Lauren Fisher makes six programmatic predictions for 2016. She makes predictions on mobile programmatic and discusses the growing importance of first-party data. More information: MediaPost interviewed eMarketer analyst Lauren Fisher and got her take on six hot topics in the programmatic space heading into 2016. Of note, Fisher said she believes “first-party data will …

Yahoo Mail Begins Blocking Ad-Blockers

Via Digiday The gist: Yahoo Mail is blocking ad-block users from accessing their email. More information: In a bid to limit the impact ad-blockers have on their ad revenue, Yahoo is blocking ad-block users from accessing Yahoo Mail, per Digiday. “Yahoo joins other publishers and brands are slowly doing the same of locking out users from accessing their content,” wrote Digiday. …

Marketing Will Be ‘Age Agnostic’ In 2016

Via Advertising Age The gist: A new study finds that in 2016, brands will begin to move beyond general demographic data to target consumers in an “age agnostic” manner. More information: According to Advertising Age, a new study from Hotwire PR found that in 2016, “marketing and communications professionals will stop targeting millennials as one demographic and focus on reaching …

Buying Ads In New Apps Via Mobile Programmatic Is Paying Off Big

Via VentureBeat The gist: Twitter says marketers who use mobile programmatic to buy ads in new apps are seeing great returns. More information: According to VentureBeat, a new Twitter report says that advertisers buying ad space inside new apps are seeing great returns. “Twitter found advertisers that bought inventory on any of the 580 new apps that launched in the third …

Marketers Should L.E.A.N. In On The IAB’s Ad-Blocking Cleanup Act

By: Tyler Loechner The Interactive Advertising Bureau (IAB) last month launched a new program dubbed “L.E.A.N.” — an acronym for Light, Encrypted, Ad choice supported, Non-invasive ads. It is the IAB’s answer to ad-blocking. “We messed up,” wrote the IAB, taking the blame for the recent rise of ad-blocking. “As technologists, tasked with delivered content and services to users, we …

Centro, AppNexus Partner For Private Deal Integration

Via MediaPost The gist: Centro and AppNexus have partnered to give AppNexus clients “private deal” access to the Centro Brand Exchange, a marketplace for publishers. More information: “Centro Brand Exchange, a marketplace of publishers, can now make private deals with advertisers and agencies using AppNexus’ programmatic ad-buying platform. AppNexus selected Centro Brand Exchange as its first ASI (AppNexus Supply Integration) …

Debunking Ad Blocking’s Big Myths

Via Digiday The gist: Digiday goes through four “myths” of ad blocking, debunking them one by one. More information: “The sharp rise in ad blocking adoption and Apple’s entry into the space are clear indications that the ad blocking problem hasn’t gone away and will only grow with time,” wrote Digiday. “But while the press and industry frenzy has unearthed some …

Google DoubleClick Adds New Viewability Optimization To Bidder

Via DoubleClick The gist: Google has updated its bid optimization features to include pre-bid viewability predictions. The company is also now reporting mobile viewability measurements. More information: In a blog post announcing the news, Google wrote: “Today, we’re introducing Active View bid optimization in DoubleClick Bid Manager for clients globally. This new bid optimization feature uses the collective intelligence from …

MRC Updates Viewability Guidelines For Mobile

Via MediaPost The gist: The Media Rating Council (MRC) has updated its guidelines for mobile viewable impressions measurement. More information: MediaPost has reported that the MRC’s update includes the removal of the requirement for an ad to be fully “loaded” to be counted for measurement. “The MRC has concluded that the ‘Loaded Ad’ metric is no longer necessary for use …