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Fake news is hot right now, which means it’s a great time for brand safety vendors to pitch advertisers new products. For many vendors, blacklists are all they have in the arsenal to block ads from appearing on undesirable websites. But blacklists often fail in programmatic buying, and with brand anxiety high post election, some vendors are capitalizing on the zeitgeist by dev ...
This is the first story in a series on Programmatic TV, which examines how TV advertising is trying to act a little more like its digital cousin by introducing automation. Ad tech’s foray into television has been stuck in first gear, but that hasn’t stopped political marketers from repurposing TV data in creative ways.
The tentacles of programmatic are tightening their grip on digital advertising. Reports from multiple research firms indicate that programmatic will further embed itself into digital advertising. This year, programmatic will become the most popular method for digital display spend. And although open exchanges and the U.S.
Programmatic ad buying theoretically has plenty of tools available for marketers to prevent their ads from showing up in contexts that aren’t brand safe, whether that’s porn, gambling, fake news or hate content. The simple site blacklist should solve much of this problem. But that’s not the case. Communication gaps exist between brand stewards and programmatic buyers.
Viral publishers have been inoculated. Media buyers tell Digiday that interest in viral publishers — such as ViralNova and Distractify,who built large audiences by sharing uplifting content on Facebook — has cooled as reliance upon platforms left the sites exposed to Facebook’s algorithm changes and inconsistent traffic.
Fake news has become such a hot-button topic that even President Obama chimed in to criticize the rampant spread of misinformation online. Google and Facebook have both been criticized for allowing false stories to proliferate online during the presidential election. Although both companies recently banned fake news sites from their ad networks, Google has been more forthcomin ...
From the fake-news furor to metrics blunders, Facebook has had a busy week of putting out fires. Yesterday, Facebook announced that it had miscalculated several metrics including the organic reach of posts, video completions and time spent on Instant Articles. As a sop to advertisers, Facebook said it would form a measurement council and provide more third-party verification.
Although it’s clear that most digital ad spend flows through Facebook or Google, it’s unclear how much of that money ends up in the pockets of other players. Recently, a few researchers have claimed that Google and Facebook are taking all of the upside in the digital ad industry’s growth, while the rest is actually shrinking.
Instagram is proving Facebook is no one-trick pony. In upcoming years, Instagram’s ad revenue is projected to take off as it becomes a larger part of Facebook’s overall business. Agencies are increasingly turning to the platform and diversifying their spend as Instagram rolls out new products. And although Snapchat has emerged as a threat, Instagram’s projected revenues still ...
From paying celebs to post articles to experimenting with live stunts, some publishers are attempting to monetize their Facebook pages by any means possible. ESPN, which has already pulled back from Instant Articles so it can monetize users on its own platforms, displays a play button in the thumbnail image for some of the static links it posts on Facebook.
Platforms are fond of selling publishers on their reach, but they don’t always deliver. In April, a batch of small publishers migrated to Medium in the hopes that the platform’s network effect would increase their reach. But seven months after the move, comScore and Alexa data show that several of these publishers have seen their traffic decline.
Although APIs are a critical part of scaling digital advertising, the way they work across platforms can be confusing. Some APIs are easy for marketers to navigate and require no assistance. Others are unwieldy and mandate third-party partners. Digiday talked to agencies to get their take on various platforms’ ads APIs.
Repetitive ads can drive a person insane, yet they still persist. Despite all the sophisticated ad tech that exists today, users still get hit with the same ads over and over again when they stream video online. Whether you’re watching the latest “South Park” episode on Hulu or Comedy Central’s website, it isn’t rare to see the exact same Geico ad pop up in the exact same spot ...
In the last couple of months, Pinterest has been busy pushing new ad products. After a slow entry into advertising, the company debuted several features in quick succession including video ads, three new types of promoted pins, new targeting capabilities and it has been rumored to be working on an “explore” section similar to Snapchat Discover.
Google’s homepage has a new look, at least for read-it-later app Pocket’s users. The app, which has raised $14.5 million according to Crunchbase, has a new Google Chrome extension that shows “trending articles” recommendations in a tray automatically inserted for users who open a new tab with Google’s homepage.
Data can do a lot for advertisers, but it can’t solve everything. Last week, AT&T and Time Warner executives told investors that a mega-merger could benefit marketers because combining the companies’ viewer data will boost targeted advertising on TV. While that’s hypothetically possible, there are many obstacles aside from data access that prevent individualized television ...
It’s too bad there isn’t an app that lets companies change their business models every day. According to a New York Times report, daily fantasy sports titans DraftKings and FanDuel are nearing an $8 million to $12 million settlement agreement for a false advertising case with New York’s attorney general.
Trolls have always been a nuisance for Twitter. But in recent weeks, they became particularly problematic for the platform when Disney and Salesforce each pulled their sale bids due to concerns over bullying. Although trolls are an obvious problem for Twitter, it’s difficult to quantify their pervasiveness.
Publishers have gotten data religion. A few years ago, publishers began enlisting data scientists to help with audience building and monetization. But back in 2014, publisher data teams usually consisted of only a person or two. Since then, several publishers have expanded their number of full-time data experts. And their roles have grown too.
Earlier this week, Instagram moved its Snapchat-like Stories to the Explore tab and announced that the feature has about 100 million daily active users. Now that Stories has been out for a few months, brands have had some time to form a few opinions on the feature. Like any new platform feature, brands are still in test-and-learn mode, using it for everything from rough-and-re ...