Ad Selling

This category contains 23 posts

People of Ad Tech: ADmantX VP Nick Welch

AdmantX VP Nick Welch tells WIT Strategy Partner Bill Brazell that publishers often define ‘brand safe’ more loosely than do the brands themselves. Welch sees natural-language processing as the best way to ensure brand safety for all parties. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: Accredible Marketing Lead Mark Iafrate

Accredible Marketing Lead Mark Iafrate tells WIT Strategy Partner Bill Brazell that blockchain, a decentralized public ledger of transactions, has begun to ensure that ad impressions are running. Iafrate says Blockchain helps ensure that people are who they say they are. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: Intermarkets Programmatic Strategy VP Erik Requidan

Intermarkets Programmatic Strategy VP Erik Requidan tells WIT Strategy Partner Bill Brazell that programmatic sales are redefining direct sales, and argues that header bidding integration gives buyers the clarity they need to access premium inventory in an automated fashion. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: Sabio CEO Aziz Rahim

Sabio CEO Aziz Rahim tells WIT Strategy Partner Bill Brazell that people now spend nearly six times as many minutes ‘in-app’ as they do on the mobile web, but many misuse the stat ‘time spent in app.’ Rahim notes that airline and hotel apps are often pivotal even though users spend little time in them.… Continue reading »

People of Ad Tech: Crealytics CEO Andreas Reiffen

Google Earnings Edition: Crealytics CEO and Cofounder Andreas Reiffen tells WIT Strategy Partner Bill Brazell that when Google reports its earnings after the market closes on Thursday, we should learn that Cost-Per-Click, or CPC, has dropped even as Google itself has continued to grow. In explaining how Google pulls off that trick, Reiffen expands on… Continue reading »

Surviving Shifts in ROI Modeling

Marketers have long struggled to institutionalize measurement and ROI models for new media, often adopting approaches that roll out across the organization. These measurement models are shaped by the goals that advertising programs are crafted to address, the technology that can be brought to bear on measurement, and even the marketer’s view of the role… Continue reading »

New Arenas of Magazine Ad Revenue

It’s no surprise that the consumer magazine industry is struggling to secure Ad pages and keep their publications vibrant. But how many of you know that a fair amount of the well-known publishers such as Hearst, Time Inc., Bonnier and Meredith, have line extensions that are revenue generators for their brands? Are the publishers really… Continue reading »

Do The 4As Transparency Guidelines Go Far Enough?

If agencies are transparent about media they’re reselling to their clients, is that enough? The 4As recently announced that member agencies failing to adhere to their transparency guidelines could end up purged from the organization.  That’s a harsh penalty that will, no doubt, make agencies think twice about opaque arrangements that allow them to earn… Continue reading »

People of Ad Tech: StreetFight CEO Laura Rich

StreetFight Cofounder and CEO Laura Rich tells WIT Strategy Partner Bill Brazell about StreetFight’s new National-to-Local Marketers report, and describes ways to address the challenges that face vertical publications. Music: “Morning Rays” by Jim Duffy. Used with permission.

How Do We Begin the Healing?

Predictably, in the wake of reports and recommendations to the ANA by K2 and Ebiquity on agency transparency, and subsequent reactions and rebuttals by the AAAA, nobody has been able to agree on a course forward. There’s an elephant in the room, though, one that pundits have touched on but haven’t exactly told us how… Continue reading »

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