As prices rise on Facebook and Instagram, D2C brands are starting to look elsewhere, from Pinterest to Snap to TV — and even to billboard and print. But the best bang for their buck may be in…
Where Should D2Cs Market Next? Try the Open Web
Archives
Industry Bylines
Eliminating Vendor Risk Is a Critical Step to Win Back Consumer Trust
You don’t have to work in ad tech (or even advertising at all) to know that there’s a growing sense of distrust around how people’s personal information is being…
Advanced Content Marketing: How On-Page Insights Are Bringing Power Back to The Publishers
When GDPR forced our entire industry to take a closer look at how we capture, store and leverage user data, Content Marketing predictions for how we’d move forward were dire. Nearly a year later though, there are signs that publishers’ efforts to develop…
Inventory, like drinking water, is best when filtered at the source
Low trust in online media quality has led to an overreliance on private marketplaces. Our CEO, Eric Wheeler, explores the benefits of pursuing “quality at source” to clean up the open exchange ecosystem.
Here’s How Ad Tech Can Thrive in a Possible Recession
Every January, advertising executives start with a clean slate and new business objectives. Last year, our industry struggled with issues of quality in programmatic. We did some solid work to elevate…
A 2019 Recession Isn’t Certain, But A Downturn Could Shake Up Ad Tech
Economic downturns are both cyclical and inevitable. Since getting my first advertising job in 1993, I’ve been through a few recessions. With the exception of Sept. 11, 2001, most are relatively easy to spot. It’s usually a perfect storm that builds…
How Publishers and Platforms Can Put Privacy First
The Interactive Advertising Bureau has just gone on the record in favor of Federal privacy regulations, and with the looming ePrivacy Regulation and the California Consumer Privacy Act, it’s clear that scrutiny around data usage and privacy…
It’s About Time: The Case for Real Attention Metrics
Programmatic advertising has a quality control problem, but it’s probably not the way you think. We have an opportunity to deliver value for all parties involved — publishers, advertisers, platforms, and of course, the users — but it requires a shift in thinking that frankly, I’m not sure the…
The Missing Conversation At Cannes: Programmatic Needs a Better Canvas
There was no shortage of brilliant examples of the convergence of advertising and technology at this year’s Cannes Lions festival, including innovative applications of AI and VR. But more than 80% of digital advertising spend will be programmatic this year, according to eMarketer. So in that sense the divide between creative…
Breaking The Cycle: 3 Pillars For Progress
For years, the digital advertising industry settled into a predictable pattern. Let’s call it SBLR for short: Soul Searching, Big Speech (typically at the IAB or ANA annual meeting), Little Industry Action, Repeat. Not much progress was made toward cleaning-up programmatic advertising or even defining what “cleaning-up” actually meant…