Display Advertising Column

    • Header bidding: What marketers need to know

      In previous articles, we navigated the digital display advertising “stack,” starting with direct orders, programmatic direct, private marketplaces and the open RTB (real-time bidding) auction. Since writing that series, a new ad technology known as “header bidding” has grown in adoption by publishers.

      Ratko Vidakovic/ Marketing Landin Display- 19 readers -
    • A digital marketing CEO’s prescription to cure advertising fraud

      Challenges around viewability, media metrics and transparency in the advertising inventory supply chain have festered for more than a decade, and they’ve recently hit a fever pitch. We see marketers increasingly demanding accountability for their digital media spends and looking for transparent and standard metrics to support digital advertising effectiveness.

      James Green/ Marketing Landin Display- 18 readers -
    • Whitelists vs. blacklists for programmatic media

      Is your strategy whitelist, blacklist or no-list? Unfortunately, programmatic display can be quite complex regardless of which DSP (demand-side platform) you use to execute your buys. For many years, media buyers and ad operations teams used blacklists when accessing programmatic display inventory.

      Marketing Landin Display- 18 readers -
  • How to fight against online ad fraud (in 6 steps)

    … How do you fight ad misplacement and fraudulent advertising? First of all, it’s hard. No media buyer can guarantee complete brand safety, nor can they ensure that every single impression is from a real person rather than a bot. A percentage of any digital advertising spend, at least for the foreseeable future, will either be wasted on non-human…

    Marketing Landin Display How To's- 17 readers -
  • Why search will save TV

    … activation agency that has been serving Fortune 500 clients since 1986. A digital advertising veteran with extensive experience in advertising, media, data, and technology, Benjamin has developed highly successful marketing campaigns for numerous global brands. Prior to joining MMI Agency, he was the VP of Innovation at Catalyst/GroupM, a WPP agency, where he managed the P&G business. …

    Benjamin Spiegel/ Marketing Landin Display- 18 readers -
  • The tyranny of a blank page: Why creative matters most

    … — we have a well-worn road map to guide us.” “There is,” she continued, “only one step in the creation of advertising that is non-linear, non-logical and that is what the creative team is doing now: coming up with the advertising idea. If we were to diagram the advertising development process in a flowchart, there would be a gap in the middle…

    Peter Minnium/ Marketing Landin Display- 16 readers -
  • The 4 truths of programmatic marketing

    … How has your communication planning changed over the last 10 years? How do you connect the tech and digital experience with your brand? Arguably, finding the perfect blend of messaging, channel and context to optimize your activity has never been easier. Today, technology makes it easier to store, synthesize, then distill data into useful…

    Marketing Landin Display- 17 readers -
  • How to spice up your TrueView audience strategy on YouTube

    … campaigns and need to ensure the right users see the right video. TrueView for action In Q3 2016, Google released TrueView for action, a new ad format for YouTube. Advertisers can add a tailored call-to-action button during and after their video. This is currently still in beta but should be rolled out globally soon. This is a great way to add…

    Marketing Landin Social Google How To's- 13 readers -
  • The evolution required to achieve a sustainable online ecosystem

    … Ad blocking certainly got the industry talking in 2016. It was included for the first time on Gartner’s 2016 Hype Cycle for Digital Marketing and Advertising and cited as a critical issue in LUMA’s annual State of Digital Media report. It also acted as a positive catalyst for change with increased emphasis on creating high-quality, targeted ad…

    Marketing Landin Display- 14 readers -
  • What if Super Bowl commercials were like digital ads?

    … advertising, which, as we’ve already pointed out, often represents worst practices. Super Bowl commercials, on the other hand, represent advertising’s best practices. And it’s not simply a matter of good content versus bad. It’s also about situational targeting and context. And here the contrast between digital ads and Super Bowl commercials…

    Marketing Landin Display- 18 readers -
  • Best of both: Making TV and digital work in unison

    … In my previous article, I explained that — despite being widely viewed as competing advertising channels — TV and digital are, in fact, complementary elements of an effective media strategy. Far from being two distinct channels, TV and digital intersect in a number of ways. First, the normalization of second-screening means TV viewers are now…

    Marketing Landin Display- 28 readers -
  • Why B2B marketers should care about whitelisting

    … is best for ensuring brand safety throughout marketing and advertising campaigns, there are strong solutions available today. One tactic many businesses take to combat the issue of unintentional advertising on controversial websites is to “blacklist” them, which means selecting certain sites to avoid in ad placements. In light of recent coverage…

    Marketing Landin Display- 15 readers -
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