Rob Rasko

  • Publishers must start proactively fighting fraud and non-human traffic

    Digital ad fraud is costing advertisers $8.2 billion each year, according to the Interactive Advertising Bureau. So what is the industry doing to address this massive crime? To date, the collective approach has been largely reactive: A reputable third-party measurement company audits a publisher’s traffic, and if fraud is detected, reports on the percentage that is non-human traffic (NHT).

    Rob Rasko/ Marketing Landin Display- 22 readers -
  • How digital media won the White House for an ‘analog’ audience

    Donald Trump’s election is perhaps the single best advertisement for digital advertising in the history of that industry. One of the major criticisms of Trump’s supporters during the election is that many were white and less educated than supporters of Hillary Clinton — traits not often associated with Madison Avenue and the data-driven decision-making that earned Trump’s pla ...

    Rob Rasko/ Marketing Landin Display How To's- 27 readers -
  • A different view on viewability

    After reading Google’s report that 56 percent of digital ads marketers paid for never had a prayer of being seen by an actual consumer, one could hear a collective sigh of relief when the Media Rating Council announced a standard for measuring viewability. It wasn’t perfect, but at least advertisers could rest assured that unless 50 percent of their ad was visible in the con ...

    Rob Rasko/ Marketing Landin Display- 18 readers -
  • Which came first, the mobile app or the audience?

    Budgets continue to shift from print to digital and from desktop to mobile. One of the hallmarks of this movement is that now more than ever, anyone with an audience or the ability to create one is a publisher, holding the keys to targeted potential buyers. Culturally, we’ve seen a shift from broad-stroke messages with a one-size-fits-all appeal to more segmented targeting a ...

    Rob Rasko/ Marketing Land- 16 readers -
  • Marketers mustn’t be afraid to click on ads

    There is a lot of chatter in our industry about the negative effects of ad blocking. And while ad blockers present a serious concern for our industry, would it hurt to consider, on a lighthearted note, that one shouldn’t be afraid to click on ads? I plan to click on more ads going forward, and in support of our industry, I’m encouraging my friends to do the same.

    Rob Rasko/ Marketing Landin Display- 16 readers -
  • The “BuzzFeeding” Of The Election And Why Marketers Should Be Watching

    During the Interactive Advertising Bureau’s Annual Leadership Meeting last month, David Axelrod, former senior adviser to President Obama, took to the stage to give his predictions on the presidential campaign and talked about the dynamics of both parties. When analyzing the GOP field, Axelrod pointed out that while the media has continued to focus on the Donald Trump Show, ...

    Rob Rasko/ Marketing Landin Social- 16 readers -
  • Now Is The Time For Digital Marketing To Embrace Scarcity

    What is scarcity, and why does it matter, anyway? It’s how Uber gets you to pay more for a car in a rainstorm when everyone else in the city is trying to stay dry. It’s the last slice of pizza in the box when you and your friends are still hungry. It’s the last cold beer on a hot, sunny day. And how much would you pay for those things? That’s right… You’d pay whatever it costs to get them.

    Rob Rasko/ Marketing Landin Display- 17 readers -
  • What Publishers Must Consider When Planning Their Mobile Strategies

    Mobile traffic on most publishers’ sites has been soaring in recent months, sparking them to consider fundamental and strategic issues about the future of their businesses. The underlying question: what’s the optimal way to respond to internet users who are increasingly doing their browsing on mobile devices? However, understanding the unique technology and opportunities and ...

    Rob Rasko/ Marketing Land- 21 readers -
  • Why Ads In Apps Can’t (And Probably Won’t) Be Blocked

    Apple has a problem. I’m not saying the multibillion-dollar organization is in any serious danger. It is too big to fail. What I am saying, however, is that it has a pretty onerous and public strategic decision to make — one that it didn’t necessarily bargain for and one that is going to play out right in front of all of us.

    Rob Rasko/ Marketing Landin Display- 18 readers -
  • Ad Blocking: Simply A Symptom Of Advertising’s Lack Of Creativity

    This summer, my wife began binge-watching the show, “Parenthood.” Luckily for her (though not us advertising folks), the first four seasons were available to watch ad-free on Netflix. Season 5, however, is not available yet on Netflix, so she is now watching it on Hulu — commercials and all. (The horror!) She recently said to me, “I feel like I’m in purgatory from all the ye ...

    Rob Rasko/ Marketing Landin Display- 23 readers -
  • Succeeding In Mobile Advertising: The Journey Begins

    Our industry is on a journey. Digital media is growing up, and as mobile becomes the predominant way people consume content, marketers are learning the best ways to incorporate it into a broader offering. Mobile’s ascent to market dominance has been one of our industry’s fastest shifts to date. According to eMarketer’s research, published in Direct Response Tactics Take Majo ...

    Rob Rasko/ Marketing Landin Mobile- 28 readers -
  • Ad Blocking: A Binary Solution To A Complex Problem

    There is no free lunch. Everything has an inherent cost, whether it’s in time, money or resources. Consumers have the option to decide if the cost of a good or service is worth the exchange of their resources. The only question is: Who will pay those costs? Web publishing is not exempt from this basic economic law, although the rise in ad blocker use that is quickly gaining ...

    Rob Rasko/ Marketing Landin Display- 16 readers -
  • There Are No More Secrets Left In Programmatic, Only Work To Be Done

    “No. Try not. Do … or do not. There is no try.” -Yoda As more publishers adopt programmatic best practices and become aces in optimization, we’ve discovered that there are no longer hidden secrets towards achieving higher CPMs. The major unknowns of programmatic buying and selling have been worked out — all that is left to do is the work.

    Rob Rasko/ Marketing Landin Display- 27 readers -