Digital Advertising

This category contains 191 posts

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 »

Going Sky High: Building Links With the Skyscraper Technique

By: Bartosz Bala When it comes to building links for your site, it can be hard to garner links on your own. Relying on your content and your SEO to build up links from friendly sites is good, but it can take a lot longer than you’re willing to bet. However, there’s a method coined… Continue reading »

People of Ad Tech: IAB Tech Lab GM Alanna Gombert

IAB Tech Lab General Manager Alanna Gombert tells WIT Strategy Partner Bill Brazell that she and her team act as ad-industry therapists, bringing advertisers, agencies and publishers to consensus. The IAB Tech Lab supports the consumer-identity work Jordan Mitchell and DigiTrust are doing. Music: “Morning Rays” by Jim Duffy. Used with permission.

Is a Consortium the Universal ID Solution?

By: Keith Petri Earlier this week AppNexus led the announcement of a new consortium organized to enable people-based media buying for programmatic advertising. Screen6 applauds both Brian O’Kelley and Travis May for taking the initiative to put together this open, industry-standard identity framework. The consortium’s goal is not a new concept, but it is the… Continue reading »

Trending Toward Frugality

My grandfather grew up during The Great Depression, and wouldn’t let you forget it. One of his favorite stories involved receiving a baseball glove for his birthday. It wasn’t the one he wanted, and when he abandoned it, my great-grandfather squirreled the glove away and gave it to him again at Christmas. Grandpa died in… Continue reading »

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