‘Trading Desks’ Working Toward A Persistent Identifier

Via AdExchanger The gist: Agency trading desks are working toward identifying users across screens and platforms. More information: “Holding company trading desks this year are putting the focus on data and the ability to identify a customer across screens and platforms,” wrote AdExchanger. The article continued: “That focus made owning data mission critical, and it’s shifted the focus away from …

Programmatic Native Is Growing, But Banner Habit Is Hard To Break

Via Wall Street Journal The gist: Native ads are growing, but buyers and sellers have been slow to fully adapt. More information: “In the programmatic ad buying world, native ads are becoming a much larger part of the volume being traded on various ad exchanges,” wrote the Wall Street Journal. “But, so far, programmatic native ads remain a tiny slice …

Snapchat Opens Up Ad Targeting With Third-Party Data

Via Wall Street Journal The gist: Snapchat is enabling ad targeting via third-party data. More information: According to the Wall Street Journal, Snap Inc. “has signed a deal with Oracle Data Cloud, previously known as Datalogix, that will help marketers use data from offline purchases, such as supermarket loyalty cards, to target consumers with potentially more relevant ads on the increasingly …

A View Of The Post-Cookie Measurement Space

Via Digiday The gist: Digiday explores what the post-cookie measurement landscape could look like. More information: Marketers are striving to stitch together users across devices and platforms sans “cookies,” and Digiday provides a refresher on the current state of the “post-cookie measurement” landscape, and what it could look like in the future. “Identity management isn’t just about establishing an alternative …

What Advertisers Should Know About Cross-Platform TV Measurement

Via Advertising Age The gist: Advertising Age explains why cross-platform TV measurement tools aren’t quite “there” yet for marketers. More information: “The industry must decide how it values ads across platforms, for one, and whether every ad vehicle should be treated the same,” wrote Advertising Age. “It’s an understatement to say the road to cross-platform TV measurement has been both …

Multi-Channel Campaigns Can Increase Purchase Intent By 90%

Via MediaPost The gist: An IAB study says multi-channel campaigns, involving both traditional and digital media, can improve purchase intent by 90%. More information: According to MediaPost, citing an IAB study, multi-channel campaigns “can improve purchase intent by 90% and brand perception by 68%.” “The IAB set out to prove whether desktop or mobile advertising improves brand impact when mixed …

Facebook To Test Mid-Roll Video Ads

Via Wall Street Journal The gist: Facebook is set to begin testing “mid-roll” video ads on its site. More information: According to the Wall Street Journal, Facebook “has been testing the ads that run in the middle of videos for its live-streaming product, Facebook Live, but the new effort would extend that program into regular videos.” “Recode earlier reported the …

Will 2017 Be The ‘Tipping Point’ For Native Mobile Ads?

Via Advertising Age The gist: This op-ed piece contends that 2017 will be the tipping point for native mobile advertising. More information: Robert Leon, head of AOL publisher product commercialization and product solutions, penned an op-ed for Advertising Age contending that 2017 will be the tipping point for mobile native advertising. “In 2016, we figured a lot out with mobile …

6 Things To Know As Header Bidding Goes Server-Side

Via AdExchanger The gist: AdExchanger spells out 6 things to know as more publishers switch to server-side header bidding. More information: AdExchanger predicts that in 2017, “more publishers will switch to server-side header bidding.” “Like with header bidding, publishers run a pre-auction before the ad server to create a level playing field for demand. However, server-to-server header bidding is much …

Dentsu Aegis Network Named ‘Agency Holding Company Of The Year’

Via MediaPost The gist: MediaPost has named Dentsu Aegis Network the 2016 agency holding company of the year. More information: “At a time when other big agency holding companies are touting their scale and their ‘horizontality,’ for Dentsu Aegis the future is about being smarter, not necessarily bigger,” wrote MediaPost. The article highlights DAN’s acquisitions of Merkle and Accordant, as …

FTC Releases Cross-Device Study

Via Advertising Age The gist: The FTC has released its cross-device study. More information: According to Advertising Age, the FTC’s study “monitored 100 popular websites through multiple tests on two devices and found that 861 third-party domains collected data on both devices.” The article continued: “While the researchers acknowledge there’s no way of knowing whether the data gathered was used …

IAB, 4A’s Push For Standardized Mobile Viewability Metrics

Via Wall Street Journal The gist: The IAB and 4A’s are urging publishers to adopt uniform means of tracking mobile viewability. More information: The Wall Street Journal has reported that the IAB and 4A’s “are urging publishers to consider adopting a uniform means of tracking whether ads can be seen in their mobile apps.” “Ad buyers are hoping the move …

The State Of Addressable TV, And Where It Will Go In 2017

Via AdExchanger The gist: Addressable TV spend quadrupled between 2014 and 2016, but some data challenges remain. More information: “Addressable TV significantly expanded in 2016, both in terms of ad spend and the total size of the addressable market,” wrote AdExchanger. “In 2015, addressable TV ad spend reached $400 million in the US and grew to $890 million in 2016, …

The State Of Video Ad Viewability

Via Digiday The gist: Digiday presents five charts to depict the state of video ad viewability. More information: Digiday’s charts — which are pulled from a variety of sources, including Google, Videology, and Integral Ad Science — note that video ad viewability “varies significantly by country.” One chart also reveals that desktop lags behind mobile. “Conventional wisdom would state that ads …

‘Transparency’ Voted 2016 Word Of The Year

Via MediaPost The gist: “Transparency” was voted “word of the year” in 2016 by the ANA. More information: “The finding, which is the third consecutive year the ANA has polled its members to name a single, defining word representing the industry zeitgeist for a year, follows ‘content marketing’ in 2015 and ‘programmatic’ in 2014,” wrote MediaPost. “The selection of ‘transparency’ …

Carat Teams With Cox For Programmatic TV Deal

Via AdExchanger The gist: Dentsu’s Carat has reserved TV inventory via programmatic across five local boradcasters. More information: “The upfront commitment, finalized this week, was executed with Videa, a private exchange/supply-side platform owned by Cox Media Group,” reported AdExchanger. “The commercials will appear on Cox local affiliate stations, including CBS, Fox, NBC and ABC, throughout the first half of 2017,” …

Marketers Lean On Cross-Device For Better Audience Metrics

Via eMarketer The gist: Marketers are turning to cross-device solutions to better understand their audience. More information: “Over the past 12 months, advertisers’ understanding of cross-device targeting and the identity matching methodologies behind the technology have improved. With that improvement comes added expectations for the types of data that can be added to these identity graphs and the locations in …

AppNexus Launches PreBid For Video Advertising

Via MediaPost The gist: AppNexus has launched an open source video header bidding solution. More information: “In an attempt to combat latency and improve transparency both for consumers and publishers, ad-tech firm AppNexus, on Thursday announced the launch of an open source pre-bid video header bidding capability for publishers,” reported MediaPost. “AppNexus said that unlike other video header bidding solutions …

Marketers Lean On Cross-Device For Better Audience Metrics

Via eMarketer The gist: Marketers are turning to cross-device solutions to better understand their audience. More information: “Over the past 12 months, advertisers’ understanding of cross-device targeting and the identity matching methodologies behind the technology have improved. With that improvement comes added expectations for the types of data that can be added to these identity graphs and the locations in …

How Programmatic Got A Boost This Holiday Season

Via Adweek The gist: More holiday budgets moved into programmatic in 2016. More information: “According to new data from ad tech company Index Exchange, the beginning of the 2016 holiday advertising season started several weeks earlier than usual,” reported Adweek. “This year’s other big holiday ad trend? Programmatic, of course, which saw a steep rise around the globe,” the article …


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