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Published:
April 11 2013
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Targeting
Despite the importance of targeting in online advertising, few people in our industry understand how the required information is gathered. Let's take a closer look at how to find the data.
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Published:
March 21 2013
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Ad Serving
To make good business decisions, you must understand the details of how ad servers function. Let's take a look at what's happening under the surface.
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Published:
March 04 2013
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Ad Serving
Online media buying is undergoing a renaissance, but most marketers don't even know it. Here are the most widely believed fallacies regarding programmatic buying.
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Published:
January 10 2013
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Ad Serving
There's a lot of incorrect information circulating with regard to programmatic media buying and selling. Let's get things straight once and for all.
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Published:
November 08 2012
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Ad Serving
Almost every startup in the ad platform space has existed at the whim of Google. Here's why those companies are going to start vanishing -- and true innovation will take their place.
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Published:
October 11 2012
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Ad Serving
When new content paradigms are rolled out, new ad frameworks need to be considered as well. Here's how publishers should be thinking about the experiences on their sites.
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Published:
September 13 2012
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Media Planning & Buying
It's extremely difficult to reach highly defined audiences at scale. So how do agencies plan their media buying? Read ahead to find out.
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Published:
August 09 2012
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Media Planning & Buying
You'd be surprised how many people in our industry don't fundamentally understand how publishers sell ad space. If you're one of them, read on. (We won't tell.)
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Published:
July 19 2012
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Ad Serving
The real-time bidding ecosystem is still fairly new, and many marketers are confused about how all the different parts fit together. Let's follow the participants from start to finish.
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Published:
June 14 2012
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Targeting
Browsers are going to start turning on do-not-track settings by default. Here's the ethical path that tracking companies must follow if they want to save their businesses.
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Published:
May 21 2012
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Ad Serving
The IAB has finally released new creative standards for the first time in a decade. Here's what media buyers and publishers need to do now.
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Published:
February 16 2012
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Social Media
Despite doubts about Facebook's sustainability, here's why the social media giant will ultimately be the powerhouse in brand advertising online -- and eventually offline as well.
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Published:
December 15 2011
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Ad Networks
The way publishers monetize their sites has evolved to a point where a lot of energy is expended on work that doesn't pay off. Find out how some are adapting.
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Published:
November 10 2011
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Ad Serving
In order to survive, display must improve its creative formats and adopt traditional media metrics like gross rating points. Find out how this can be done.
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Published:
October 17 2011
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Ad Serving
The process of buying and selling online inventory needs to undergo a radical transformation if the space is going to continue to grow. Here are three ways our industry can get back on its feet.
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Published:
September 09 2011
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Ad Networks
The competitive landscape in our industry has taken a turn into a dangerous place. Learn why many companies are going to have trouble justifying their long-term value.
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Published:
July 14 2011
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TARGETING
Understanding the product development cycle is key to ultimate marketing success. If your company or client doesn't use some variant of this process, you should be concerned.
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Published:
June 09 2011
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AD SERVING
As an industry, online display has gone backward, not forward. Here's how to get back on track and improve your advertising performance.
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Published:
April 20 2011
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Targeting
As an industry, our methods of tracking consumer behavior online are wrong. See why all of the arguments to the contrary fall apart when logic is applied.
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Published:
March 17 2011
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EMERGING PLATFORMS
The vital role that technologists play in startups is often overlooked. Here's how to guarantee that your company is creating game-changing technology, not mundane business solutions.
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Published:
February 10 2011
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AD SERVING
Early decisions made about ad serving technology are causing major problems in the display industry. Here's how we can dig ourselves out of the pit.
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Published:
January 13 2011
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TARGETING
The biggest fears that publishers voice about RTB are not ones that should stop them from participating in this valuable channel. Let's review the reality of the situation.
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Published:
December 09 2010
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TARGETING
The general public is becoming suspicious of marketers' online tracking capabilities. Let's consider why current industry practices might seem unsettling.
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Published:
November 22 2010
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MEDIA PLANNING & BUYING
Creating or curating compelling content will only get media companies so far. Here's why a revolution needs technology behind it.
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Published:
September 09 2010
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TARGETING
Ultimately, consumers will decide what is and isn't acceptable when it comes to online ad targeting. See how marketers are currently misinterpreting their wishes.
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Published:
August 12 2010
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TARGETING
Personalization is the key to boosting overall ad spending and, with it, the economy. Here's how to ensure the privacy debate doesn't get in the way of a rebound.
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Published:
May 12 2010
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AD NETWORKS
Demand-side platforms have premium publishers fretting over the prospect of lower CPMs. Let's examine the reality of the situation.
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Published:
April 08 2010
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TARGETING
Word of mouth. Earned media. No matter what you call it, social connections are becoming important data points for marketers. Check out the technologies that are driving the future of online metrics.
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Published:
March 11 2010
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Media Planning & Buying
Think cloud computing is too techie a topic for you to care about it? See why disregarding this megatrend is like shutting your eyes to the future of online advertising.
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Published:
February 09 2010
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MEDIA PLANNING & BUYING
The latest Google and Bing online mapping functionalities have huge implications for advertising going forward. Get acquainted with the opportunities.
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Published:
January 21 2010
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TARGETING
Ad formats continue to evolve, but the fundamental requirements for success remain the same. Ensure your online ads adhere to this set of core principles.
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Published:
December 09 2009
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TARGETING
The targeting of advertising is a small part of the much larger consumer privacy debate. Here's why even companies that are handling this issue appropriately need to stay on guard.
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Published:
November 11 2009
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MEDIA PLANNING & BUYING
We're witnessing a radical shift in the media-buying world -- and most people haven't realized it yet. Here's the irrefutable evidence, and what you'll need to know.
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Published:
October 08 2009
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MEDIA PLANNING & BUYING
The ad platforms of the future are going to be game changers. Take a look at how the next generation of software will alter the fundamental role of media planners.
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Published:
September 11 2009
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Social Media
The social network has created one of the most powerful and elegant advertising tools ever seen. Take a lesson from these marketers who have learned how to tap into the opportunity.
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Published:
August 13 2009
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Social Media
Is Twitter the most powerful communications platform to ever emerge? Or an unwieldy, untargeted time-suck for the narcissistic? Here are a few reasons it could be considered the latter.
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Published:
July 14 2009
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MEDIA PLANNING & BUYING
For more than a decade, rich media has presented significant potential for advertisers. But that potential still has yet to be fully realized. Here's how our industry can right this wrong.
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Published:
June 24 2009
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MEDIA PLANNING & BUYING
The long-term success of our industry hinges on decisions being made now. Here are the main problems that exist in the space and some suggested ways to fix them.
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Published:
May 13 2009
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MEDIA PLANNING & BUYING
Fifteen years after the dawn of modern display advertising, we're still laboring under an ill-conceived planning and buying process. Now is the time for change. Here's what needs to happen.
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Published:
April 08 2009
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PAID SEARCH
Spending on paid search and display ads is evenly split, but don't expect one to eat the other's lunch anytime soon. Here's why.
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Published:
March 11 2009
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AD SERVING
Marketers today are not taking full advantage of the capabilities of the display ad medium. Here are the fundamental problems and how they can be resolved.
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Published:
February 11 2009
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WEBSITES
Image recognition technology can seamlessly integrate with many marketing plans and connect real-world activity back to a measurable digital touchpoint.
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Published:
January 14 2009
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EMERGING PLATFORMS
The next generation of television is here, and it has its own set of rules. Here's what viewers and advertisers alike stand to gain if they play the game correctly.
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Published:
December 10 2008
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AD SERVING
Although it's easier to justify DR budgets in a down economy, be wary. Bowing to economic pressure could negatively affect high-value inventory and, thus, the future of online advertising.
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