Digital Advertising

This category contains 195 posts

In Defense of Annual Planning

It’s that time of year – marketers are allocating 2018 dollars to their various marketing efforts and trying to answer the question: “What will the brand do next year?” Whether you work for a brand marketer or support one, the implications are very real. You might be spending late nights at the office, marrying strategies… Continue reading »

The Cannes Humblebrag

By: Kevin Ryan The festival is behind us, the data has been collected, and the digital world has had a few minutes to digest the goings on from Cannes. Coming home from Cannes was an interesting journey this year. Not because it was the first time I was invited to speak at such an event,… Continue reading »

Using Surrogate Metrics – The Advantages and Pitfalls

By: David Ruppel When planning a measurement strategy for a digital campaign, it makes sense to align the goals of the campaign and its measurement methods directly. But what happens when that alignment isn’t immediately feasible? In healthcare campaigns, directly connecting prescriptions (or sales or leads generated) directly to a media tactic is the most… Continue reading »

Protecting Your Brand Through Programmatic

By: Amanda Fiore Programmatic advertising is a growing phenomena, accounting for more and more advertising dollars than ever before. Because of its precise targeting capabilities through demographic, contextual and behavioral targeting, and automated nature allowing for efficiencies, it is no surprise programmatic ad campaigns are on the rise. However, media companies need to be aware… Continue reading »

To Build or To Buy? That Is The Question

By: Martin Cahill Whether you’re an agency hired on to help, a client looking to expand their online footprint, or a creative agency in the middle of the two, when discussing Search, you’ll most likely hear, “Should we build content? Or should we buy it through paid search?” This discussion is a vital one, and leads… Continue reading »

Search Engine Land’s 2017 SEO Periodic Table: What Does It Mean For You?

By: Martin Cahill We’re lucky that every year, the fine folks of Search Engine Land assemble their SEO Periodic Table. It’s a thorough, intelligent breakdown of the most important ranking factors when it comes to SEO each year, and while many of the most important factors remain the same, there have been some major changes… Continue reading »

Back To School, Back To Basics

By: Lynnsey Rijos “When will I ever need to use this in real life?” is a common question among those in grade school or high school. We’ve all had subjects we were forced to take, but knew there was no way any of it would apply outside of the classroom. Believe it or not, we –… Continue reading »

Not Whitelisting? You’re Doing It Wrong.

By: Tom Hespos Few terms make programmatic platform sellers turn up their noses quite like “whitelist.” “But you’re going to limit your scaaaaaaaale…” is the usual lament if you insist on pre-greenlighting a list of domains on which your digital display campaigns can run.  And that’s the essence of whitelisting – giving pre-approval to ad… Continue reading »

People of Ad Tech: Adloox CEO Marco Ricci

Adloox CEO Marco Ricci tells WIT Strategy Partner Bill Brazell that ad fraud is growing faster than ad tech — prompting brands to spend ad dollars elsewhere. Ricci explains how domain spoofing works, arguing that it’s more sophisticated than botnet fraud. Music: “Morning Rays” by Jim Duffy. Used with permission.

An Interview With A Microinfluencer: Vito DeMola

As brands have launched social influencer programs, some have experimented with working at the grassroots level. That is, rather than pay expensive A-list celebrities six or seven figures for a handful of paid tweets or product shots on Instagram, they work with a larger group of influencers who have greater influence over a smaller group… Continue reading »

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