Display Advertising Column

    • Ad fraud detection: A guide for marketers

      Ad fraud seems to consistently produce news headlines in the advertising world. Half the time it’s people claiming that the sky is falling, while the other half claim, in essence, “no big deal.” There are obvious biases to take into account, but the net result is a ton of noise. This is unfortunate, because it’s a topic that begs for education, especially for marketers new t ...

      Ratko Vidakovic/ Marketing Land- 17 readers -
    • 4 reasons why digital context matters

      “I’m shocked, shocked to find that my ads are running adjacent to questionable content!” Just as it defies credibility that good Captain Renault was completely unaware of the rampant gambling at Rick’s Café in “Casablanca,” so too is it impossible to believe that digital marketers don’t understand the risk of buying arbitrary media space via often blind auctions and machines.

      Peter Minnium/ Marketing Landin Display- 15 readers -
  • Publishers: Tell your users what they’re getting out of viewing ads

    … the format and the frequency of the ads being served alongside the content. Secondly, as publishers are quickly realizing, they no longer have the same level of access to customer data, which in today’s data-driven world is the key driver of dynamic, personalized advertising. As a result, advertisers are becoming frustrated as they struggle to achieve…

    Marketing Landin Display- 12 readers -
  • Why it’s more vital than ever to get display measurement right

    A recent study from the Interactive Advertising Bureau and Winterberry Group revealed that almost 60 percent of US digital marketing and media practitioners said they expect to be engaged in cross-channel measurement in 2017, compared with just 35 percent in 2015. However, while interest in attributed measurement is growing, the same study revealed that the focus on programm ...

    Marketing Land- 17 readers -
  • When is a native ad not native? Understanding it’s all about context

    … quality, it is relative. This understanding needs to inform our approach to native advertising. Native to what, exactly? After all, “native” still lacks a proper definition. Sure, it’s easy to see native advertising as old news. Now, native units are seemingly everywhere: native video, native display, social native, programmatic native — the list…

    Marketing Landin Display- 19 readers -
  • Dynamic video will convert the last digital skeptics

    … Data-driven marketing is today’s norm. The vast majority of digital display ads this year — 73 percent, according to recent eMarketer forecasts — will be purchased programmatically and incorporate data-driven targeting to activate. It’s also projected that 2017 will be the first year when digital spend surpasses TV to become the largest part…

    Marketing Landin Display- 20 readers -
  • Are you grateful for digital? Part 2: Q&A

    In my most recent column, I challenged you to ask if you were grateful for digital. I argued that while marketers claim to be customer-centric, our campaigns rely more on our need to meet sales goals than any objective of the customers. Well, it got me thinking, do others have similar feelings? Are they grateful for digital? I asked Lynn Wunderman, Director at Pebble Post (m ...

    Marketing Land- 18 readers -
  • Audiences: It’s not just ‘who’ — it’s ‘where’ and ‘when’

    …” is essential to any media plan, marketers need to layer in “non-who” factors such as “where” and “when.” Context and adjacency (the YouTube/Bill O’Reilly effect) Brand marketers are very sensitive to adjacency/context issues. This concern has — from the earliest days of the web — prevented nearly every brand and direct response marketer from advertising…

    Marketing Landin Display- 14 readers -
  • My advice to Google and Facebook on brand safety

    … What do buzzwords and populism have to do with one other? Undoubtedly, you’ve heard the latest buzzword, “brand safety,” as major advertisers like Johnson & Johnson, AT&T, Verizon and hundreds of others have pulled their advertising from YouTube and Google Display Network because it was showing up next to hate-promoting videos. We also…

    James Green/ Marketing Landin Social Display Google- 15 readers -
  • Digital advertising’s perverse incentives

    … In digital advertising, as in life, it’s important to start with the desired end in mind. There’s a well-worn tale about a city slicker who gets lost while driving the back-country roads of Maine en route to the capital city. After driving for what seems like an eternity on unmarked roads, he comes upon a farmer on a tractor in his field…

    Peter Minnium/ Marketing Landin Display- 15 readers -
  • Your programmatic platform has an expiration date

    … Listen up, agencies and brands: the programmatic platform you’re using is dying. Actually, it should probably already be dead. Many of the major platforms that marketers know, use and rely on to drive awareness and conversions are out of date. They were built for desktop advertising, but we’re in an age where mobile ad spending is poised…

    Marketing Landin Display- 25 readers -
  • Where does your programmatic spend go?

    … like to show you how a typical spend is converted into media inventory. I hope this will be a useful insight into an area of advertising that has for too long been opaque. I also hope it will provide some balance to an ongoing media narrative about the wastefulness of programmatic, which, for all of its issues, offers advertisers so much more than…

    Marketing Landin Display- 16 readers -
  • Are you grateful for digital?

    … The internet is both the best and worst thing that’s ever happened to us. (And I say that as someone who’s invested in a vast portfolio of digital advertising technology companies.) It’s the best because we can do so much and do it anywhere and any time it suits us; we can work with global partners without ever leaving our desks; we can stream…

    Marketing Landin Display- 14 readers -
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