Progress is the only constant for publishers. The newsstand preceded the radio dial, which begat the TV guide, which was unseated by the search engine and, ultimately, the algorithm. Throughout it all, publishers have been the ultimate destination for consumers who wanted to truly understand what was happening in the world or to keep up with…
Live sports remain one of the most powerful targets for advertisers. Even as media consumption fragments, sports fandom continues to unite massive, highly engaged audiences across screens, platforms, and geographies. It remains one of the few content categories that consistently draw huge…
The history of the open Internet has always been filled with co-petition (or frenemies, if you’d like) organizations and frameworks that work together in some regard and compete in others. Consider it a digital cold war. Now, a relatively new…
Today ad agencies are expected to deliver campaigns that drive business goals while contending with increasing expectations for brand safety and user privacy. All of this is taking place during the decline of third-party cookies, which has threatened the efficacy of demand-side targeting. Buyers are now leveraging curation, a long-time supply-side tool designed to…
When Women’s History Month rolls around each March, awareness is raised to recognize women’s contributions and advocacy for gender equality. In case you missed it on your calendar, International Women’s Day was March 8th, and this year’s theme was “Accelerate Action.” Considering the…
As holiday shopping kicks off earlier this season, advertisers are feeling the pressure to find new ways to reach enthusiastic buyers. Cookies are no longer the foundation of digital advertising. Today’s top shopping and content channels—including connected TV (CTV), out-of-home (OOH), gaming, and audio—don’t use cookies at all, marking a major shift in…
As we hit the home stretch in the Presidential election and other federal and statewide races, digital advertising spend continues to flourish. But, candidates and their marketing teams may be fumbling on a key component of their playbook that could be the…
Seemingly, every week, a new retail company is entering the retail media space. The most recent one is a huge one: Costco. The company, which is known for its minimalistic marketing strategy, is finally joining its biggest…
Advertising technology is rapidly evolving, transforming the way brands connect with consumers. From programmatic advertising to data analytics, the adtech industry is driving innovation and efficiency in marketing. As part of this series, we had the pleasure of interviewing Paul Bell. Paul Bell is the President at 33Across, an addressable infrastructure that provides…
To find a new revenue stream, Wal-Mart didn’t need to open a new store or work with a new distributor or sign a new supplier. All it needed to do was monetize its existing audience through advertising to the tune of $3.4 billion per year. That’s only slightly less than Barnes & Noble made in revenue all of 2022. Wal-Mart achieved that incremental revenue through the creation of a retail media network, which enables the companies that sell goods at Wal-Mart to pay to reach potential customers through…
The rise of programmatic advertising quickly led to an increase in middlemen and third parties that served as conduits between advertisers and publishers. What followed was the buy side often found the same inventory being offered over and over again, creating a need for supply path optimization (SPO). That led to a dance that continues today between demand looking for the most efficient path and/or unique value-generating inventory, while…
This much is true: Google will begin its cookieless phase-out in Q1 2024. Of course, cookieless traffic has been around for awhile, it’s been mistakenly attributed as just being a Safari issue. Even today we see 14% of the Chrome browsers and 11% of Edge produce cookieless traffic on the 33Across exchange. Also if you click on a Facebook link, 25% of that mini browser traffic is cookieless. Caught in the crossfire are publishers, whose inventory becomes less effective without the attribution that the third-party cookie brings…
The future is here. As the clock strikes midnight on December 31, 2023, another clock gets set into motion: the beginning of the end of third-party cookies. Google’s long-debated cookie depreciation will begin in January incrementally and support for them will be gone by the end of the year. While anyone tracking this environment has…
For years we have known a cookieless future awaits. And yet! Few seem prepared for this inevitability. Throughout history, there have been revolutionary changes that have remade industries and created powerhouses of those companies that took a leap to prepare for the future. IBM, was early to identify the personal computer revolution. Netflix created the modern streaming industry while it was an extremely successful DVD supplier. And for as many industry champions, there were…
There are approximately two million electric vehicles on the road in the US today, which account for less than 1% of the 250 million vehicles sold in the US. And, yet, it’s increasingly difficult to pass…
With record-breaking growth in 2021 and hitting a revenue goal of $200bn in early 2022, digital advertising’s year-over-year growth has sharply declined, according to the Interactive Advertising Bureau’s (IAB) and PwC’s latest annual report. The report highlights how…
Since approximately 80% of brand spend targets half of a publisher’s supply, the unaddressable market is a huge opportunity for publishers looking to monetize every user. In short, publishers should have two different strategies for their…
For as long as people have browsed the Internet, advances in ad tech have made it easier for advertisers to reach their intended audience with ads. But that unfettered growth in targeting and data collection ultimately led to the point in time where privacy advocates and governments are clawing that capability back.
Facebook’s recent less-than-stellar earnings report can…
While the 2021 holidays will be much different than last year’s due to the COVID-19 vaccine, consumers will continue to shop online instead of going into stores. Last holiday season, online and…
Psst. The 2021 holiday season is already here. While the optimism we hoped for after vaccines became available has dissipated because of the Delta variant and lingering supply chain issues, retailers nonetheless expect another solid holiday season.
Both Bain and Deloitte predict…
Google’s recent reversal on its cookie ban — at least until 2023 — has provided marketers and publishers with a temporary reprieve by delaying the depreciation of 3P cookies on Chrome browsers. Previously, Google announced in March they would not create or allow alternate identifiers to…
We’ve all had to take a huge pause in common everyday functions of life during this coronavirus pandemic: How we live and work. How our kids learn. How we connect with customers. How we stay safe and live together in isolation. All. The. Time. Pausing, catching a breath and taking time to reflect is always…
As one of the longest, if not the longest, tenured CEO of an ad tech start-up, Eric Wheeler’s tale of 33Across is filled with both challenges and triumph but there is one overarching theme: quality should be at the heart of everything you do….
You may be in a full seasonal holiday frenzy but Q1 is lurking around the corner. We don’t want to kill your holiday buzz but we put together a few tips that you can use to prepare for the not so “most wonderful” time of the year. …
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…
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…
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…
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.
Every January, advertising executives start with a clean slate and new business objectives. Last year, our industry struggled with issues of quality in programmatic and we did some solid work to elevate the discussions, put forward some…
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…
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…
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…
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…
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….
Let’s agree that time is money. And with recent studies showing that the longer an ad is in view, the higher the performance, wouldn’t it stand to reason that as an…
