ross benes

  • ‘It’s just one more of the taxes’: How viewability shortchanges publishers

    Now that ad buyers regularly buy ads based on viewability, publishers need to pay close attention to how their viewable impressions are being counted because what they can bill for depends on these calculations. When transacting on viewability, ad buyers are increasingly only using metrics from their viewability vendor instead of using a mix of metrics from the ad server and v ...

    Digiday- 13 readers -
  • ‘We don’t want to throw noodles against the wall’: Axios sees video as a complement, not focus

    As some publishers go all-in on video, Axios is taking a more measured approach. The 7-month-old publisher now has 77 full-time employees, but just three in editorial devoted full time to video. Meanwhile, Axios has rolled out 10 email newsletters, with plans for an upcoming subscription product. Rather than one-off videos, Axios is zeroing in on series. “Trump 101″ explains all things Trump.

    Digiday- 9 readers -
  • How Bloomberg sped up its sites to boost pageviews per visit by 15 percent

    Unsexy tweaks make all the difference when it comes to page speed. Between October and December, Bloomberg Media shifted all of its verticals to its proprietary article-template platform called Javelin. The move helped its articles load faster because Javelin utilizes a newer and more efficient internet protocol, and it allows web developers to more easily isolate problem area ...

    Digidayin How To's- 12 readers -
  • ‘Yield isn’t everything’: How Turner shifted programmatic private

    Turner is cashing in on the private marketplace craze. In the first half of 2017, Turner doubled the revenue it drove through PMPs compared to the same period a year ago, said Nick Johnson, Turner’s svp of digital ad strategy. Turner’s PMP business grew after the publisher restructured its sales teams.

    Digidayin How To's- 15 readers -
  • Why video ad fraud remains a persistent problem for ad buyers

    Where there’s great demand, there’s also great incentive for fraud. That’s a problem for ad buyers looking for new sources of video ad inventory. While bots and domain spoofing remain a threat to programmatic, there’s another type of fraud scheme eating up video ad dollars. Middlemen — typically ad networks and unscrupulous publishers they work with — are making money by arbit ...

    Digiday- 20 readers -
  • Bauer Xcel Media finds Facebook Instant Articles converts to email

    After leaving Facebook Instant Articles a year ago since the monetization wasn’t great, Bauer Xcel Media returned to the platform and has found a fringe benefit: IA is really good at driving newsletter subscriptions. Since May, Bauer Xcel Media, the U.S. digital offshoot of European magazine publisher Bauer Media, has published about 20 percent of its content on IA, said Mike ...

    Digidayin Social EMail- 19 readers -
  • How Thought Catalog uses Instagram to drive e-commerce

    For many publishers, Instagram is becoming their top social platform after Facebook. Thought Catalog is no exception. Rather than relying on branded content to monetize its Instagram users as Bustle and Attn have done, though, Thought Catalog uses Instagram to push users to its e-commerce site, Shop Catalog, where it sells its books.

    Digidayin Social How To's- 25 readers -
  • For Axios, Apple News beats Google AMP and Facebook Instant Articles

    For politics and business publisher Axios, Apple beats Google and Facebook when it comes to platforms for a simple reason: It’s easier to monetize. Axios isn’t interested in standard display, so Apple News is the first platform to which it publishes directly because Apple allowed it to launch a native ad unit that works similarly to the kinds of custom ads Axios has on its site.

    Digidayin Social Google- 21 readers -
  • How news publisher Attn is getting Instagram to pay off

    Over the past six months, news publisher Attn has created a new revenue stream from Instagram, which now accounts for about 10 percent of its overall revenue, according to the company. Last year, Attn had just one person spending part of their time on Instagram, and the revenue it got from the photo and video platform was negligible since fewer than 20 percent of Attn’s brande ...

    Digidayin Social How To's- 18 readers -
  • Digiday Research: PMPs have insufficient inventory to appease marketers

    Earlier this month, we gathered over 100 marketers and agencies in Scottsdale, Arizona, for the Digiday Programmatic Marketing Summit. During the summit, speakers and attendees discussed some of the biggest challenges in programmatic advertising, including the struggle for brands to bring programmatic in-house, the difficulty of scaling private marketplace deals and the respon ...

    Digiday- 22 readers -
  • Why blockchain faces an uphill battle in fixing ad tech’s transparency problems

    Most ad tech conferences these days feature at least one presentation on how blockchain will revolutionize programmatic buying, but blockchain must overcome a lot of hurdles before it can help ad tech with its transparency issues. Blockchain, the technology that underpins cryptocurrency, is appealing to ad buyers and publishers who want to make programmatic buying more transparent.

    Digiday- 27 readers -
  • How PopSugar leveraged data to increase its branded content deals by 85 percent

    Although many publishers are facing content studio growing pains, PopSugar has grown its number of branded content deals by 85 percent so far this year versus the year-ago period. The women’s fashion and lifestyle publisher beefed up the tech stack that fuels its content studio, The Bakery. PopSugar built tools to analyze the audience and intent data from its website and shopp ...

    Digidayin Content How To's- 16 readers -
  • Meredith increased revenue per visit 20 percent by getting ads to load faster

    Cutting down the amount of code on its webpages has helped Meredith make more revenue per visitor. Meredith, which publishes women’s lifestyle titles including Better Homes and Gardens and Family Circle, began an audit of its code a year ago. This led it to remove several vendors and shift code from browsers to servers.

    Digiday- 28 readers -
  • Why VPAID’s growing pains are problematic for publishers

    For every new ad standard, there is a new set of issues. Video player ad-serving interface definition (VPAID) tags are having a moment due to the growing demand for video. But they still create problems for publishers such as lost revenue opportunities and latency. A major cause of these headaches is that VPAID lets advertisers install arbitrary tags in the publisher’s webpag ...

    Digiday- 15 readers -
  • The great winnowing: Ad buyers are dropping DSPs to reduce fees and duplication

    A thinning of the demand-side platform herd may be upon us. Ad buyers are cutting down the number of DSPs they use so they can decrease the risk of bidding against themselves and reduce their fees and administration costs. Since many DSPs have added similar features, there is little differentiation between platforms, which could spell trouble for niche players without scale.

    Digiday- 31 readers -
  • Bleacher Report gets people to spend 5 minutes on its app each day

    Speed tweaks and a new look help Bleacher Report keep users glued to its app. To speed up load times, over the past year Bleacher Report started natively uploading tweets, GIFs and Instagram posts within its app, rather than pulling them from the mobile web. For now, Bleacher Report’s articles still load from the mobile web, but the publisher is looking into adopting Google AM ...

    Digiday- 15 readers -