online advertising
When is it Pointless to Advertise?
Advertising remains a growth business with annual global ad spending more than half a trillion dollars. Digital advertising is growing even faster thanks to usage and its ability to target consumers. Despite this there are situations when advertising can be pointless—and sometimes even harmful—for a brand. Here are some examples: Corporate disaster. It’s often best… Continue reading »
Why We Need to Rebrand Do Not Track as Do Not Be Alarmed
This guest column was written by Mark Trefgarne, Founder and CEO at LiveRail, a leading publisher monetization platform for video. Last year, almost fifty million concerned citizens searched the Internet for “Hurricane Sandy”, seeking news about loved ones, information on the damage, advice on how to keep safe and ways to help the relief effort.… Continue reading »
AdMonsters and Adap.tv’s European Digital Video Outlook
AdMonsters and Adap.tv released the ‘2013 European Digital Video Outlook‘. The report covers the ‘State of the UK Online Video Advertising Industry’. Research points to advertisers’ evolving perception of online advertising and highlights the challenges. 86% of UK advertising agencies purchased digital video inventory in 2012, with 62% listing brand awareness as a primary goal.… Continue reading »
Real-Time Bidding — The Story Behind the Auction
Despite RTB’s accelerated adoption in the past two years, it has yet to reach a point of universal benchmarking, and standards. There’s no comScore or Nielsen report for RTB activity – yet – perhaps we’ll start seeing the beginnings of that before the year is out (are you guys listening?). Most RTB industry discussions typically… Continue reading »
Deal ID is the Best Way to Generate Real Value with Private Exchanges
The first wave of private exchanges has been dismissed as marketing rather than reality by some industry insiders. In many cases the model meant charging more for the same buyer experience that the open exchange model already affords. The issue isn’t about the buy side’s willingness to transact through the model. It isn’t about the… Continue reading »
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