Channel: Display Advertising

    • Viewability is a big part of the journey, but it’s not the destination

      Measurement, we’ve come a long way. Just 10 years ago, I was a manager in the “interactive marketing” department of a major real estate brand. Our marketing team as a whole employed 30 to 40 professionals, of which just a small handful worked with me in digital. As at any major consumer brand at the time, those of us on the digital team wanted a bigger slice of the marketing budget pie.

      Marketing Land- 11 readers -
    • The evolution of the programmatic superchannel

      Semantics has always been a key marketing component. That’s how “used cars” became “pre-owned vehicles.” And lately, we’ve seen digital marketers get bogged down in semantic table tennis in the discussion of the terms “multichannel” and “omnichannel.” Six of one, half a dozen of the other? If you can’t distinguish between multichannel and omnichannel, don’t be embarrassed.

      Marketing Landin Display- 9 readers -
    • Keep it simple: 10 digital brand metrics that matter

      “We optimize against over 1,000 variables,” boasted the ad tech CEO just before drinks were served at yet another digital media summit. This was the grandest of many “bigger is better” assertions that were peppered into content throughout the day. “50 attention measures,” “33 engagement metrics,” “517 data sources integrated” — the claims clattered from the stage like heavy rain on a tin roof.

      Peter Minnium/ Marketing Landin Display- 13 readers -
  • ProPublica slams Google for opt-in targeting changes that happened in June

    He said. She said. ProPublica is taking Google to task for privacy policy changes that combine web browsing data and user profiles for greater ads personalization. The changes were originally introduced in June, at which time we reported on them. My article then focused on the opt-in dimension of ads personalization: In parallel with My Activity, Google is introducing “Ads Personalization.

    Greg Sterling/ Marketing Land- 6 readers -
  • Study: full-page interstitials alienate users, send them racing for the X-it

    Various studies appear to show that people don’t like interstitial ads. Google wants to ban most interstitials following a search click. And a recent “neuroscience” study from MediaBrix and Neurons Inc. also comes to a similar conclusion. The companies used eye-tracking and other biometric techniques to test various in-app mobile video ad units for user engagement and response.

    Greg Sterling/ Marketing Land- 8 readers -
  • Google unveils new look for AdSense interface

    … Attend Our Conferences March 21-23, 2017: SMX West June 2017: SMX Advanced October 24-26, 2017: SMX East See all the dates and locations. Learn More About Our SMX Events Gain new strategies and insights at the intersection of marketing & IT. MarTech Europe returns to London, UK, 1-2 November. Register now…

    Ginny Marvin/ Marketing Landin Google- 9 readers -
  • The ins, outs and industry effects of Apple’s Limit Ad Tracking changes

    Apple’s iOS 10 update was a huge shot across the bow in the mobile advertising world. Apple rolled out search ads in the iOS App Store to all US users, but another updated feature has put search ads in perspective as part of a bigger plan and has simultaneously sent ripples through the rest of the industry. What are we talking about? “Limit Ad Tracking,” or “LAT” for short.

    Marketing Land- 11 readers -
  • AdSense tweaks the look for text ads again

    … ads were called magazine ads when they first debuted in May 2014. About The Author As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has…

    Ginny Marvin/ Marketing Landin Display Google- 10 readers -
  • Google (finally) launches cross-device retargeting

    Soon advertisers will be able to reach users across devices with Google remarketing campaigns. This is a significant development as Google has not previously supported cross-device retargeting. For example, currently, if a user comes to an advertiser’s site on a mobile phone, the advertiser is not able to retarget that user later on a desktop, unless they also visit the site on desktop.

    Ginny Marvin/ Marketing Land- 26 readers -
  • Are you losing money to ad fraud? 3 ways to protect yourself

    What is ad fraud? Ad fraud comes in all shapes and sizes and can’t be explained by one definition. The Joint Industry Committee for Web Standards released a report in 2015 to demystify the world of fraudulent advertising online. They listed 16 versions of ad fraud including: non-browser user behavior — activity that is not associated with human behavior; hidden ads — e.g.

    Marketing Land- 8 readers -
  • 6 secrets of digital storytelling

    … to nearly every challenge faced in digital advertising and an excuse to avoid responsibility for solving those problems. At last year’s Advertising Week, I noticed the rampant jargonization of “storytelling” and started to jot down each instance of its use. By mid-morning on day one, my hand was sore, well before storytelling was called upon to fix ad…

    Peter Minnium/ Marketing Landin Display- 11 readers -
  • All-you-can-eat data deal coming to a programmatic market near you

    … Earlier this year, I wrote about the emerging opportunity for brands to truly adopt personal marketing. I define personal marketing as the ability within a programmatic media-buying context to customize audience engagement at scale. Because paid media technology has matured to a point where marketers can truly establish meaningful relationships…

    Marketing Landin Display- 7 readers -
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