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Who Tracks The Trackers?; The Digital Adpocalypse That Never Was

December 29, 2021 T. B. SmithAd Exchange News, amazon, Amazon advertising, Amazon Marketing Services, App Center, Apple iOS, Brian Dolan, CTV, dentsu, facebook, gdpr, google, Google Play, groupm, GSQi, Insider, Internet Policy Review, Marketing Brew, Meta, microsoft, Mike Shields, MIT Tech Review, Oath, publicis, The Information, verizon, WorkReduce, WPP, yahoo

Keeping Track Third-party trackers were hosed by GDPR, right? Maybe not. A University of Oxford research study discovered that third-party trackers in Google Play and Apple iOS apps stay fairly the same. “The very same handful of third-party tracking business have comparable frequency and prominence,” according to the Internet Policy Review journal. The variety of apps with no… Continue reading »
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How Publishers Can Win Back Ad Revenue From Big Tech

May 14, 2021May 20, 2021 T. B. SmithAdvertising & Marketing, Video Advertising Bureau, WorkReduce, WPP

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeffrey Turner, director of digital ad operations at The Washington Post. Facebook, Twitter, and Snapchat are among the highest grossing companies in digital media, earning billions as users scroll through an endless feed of content. Advertising revenue rewards attention. As users scroll more and consume less, ad dollars are increasingly allocated to content discovery over content consumption. This issue, which puts pressure on the monetization of original news journalism, is…

How Can Publishers Gird Their Futures

February 22, 2021May 20, 2021 T. B. SmithAdvertising & Marketing, Safari, Video Advertising Bureau, WPP

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Kerel Cooper, CMO at LiveIntent. Around 2015, publishers who put all their eggs in the basket of being promised rising engagement from videos on Facebook were caught in a precarious position when it turned out the metrics of success that Facebook touted were misleading. They learned a hard lesson: Diversify your content, but don’t hand over your best work to the walled gardens without hedging your bets. The publishers who…

Why The Ad Industry Should Care About Core Web Vitals – And The Impact For Publishers Who Ignore The Dreaded “Layout Shift”

February 14, 2021February 25, 2021 T. B. SmithAdvertising & Marketing, location marketing, Video Advertising Bureau, WPP

<!– –> “The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Amanda Hicks, director of product for The Washington Post’s Research, Experimentation & Development (RED) team. In the ever-evolving struggle to maximize traffic and ad revenue, publishers increasingly favor search traffic to bring audiences to their sites. However, publishers will soon need to balance the design and rendering of their pages necessary to boost SEO rankings against the flashy ad experiences historically demanded by many deep-pocketed advertisers. The stakes…

To Thrive In 2022, Media Buyers Must Reassess Their Marketing Strategies Now

March 3, 2020March 9, 2020 T. B. SmithACOS, AdFreak, Advertising & Marketing, The Information, WorkReduce, WPP

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jeff Turner, head of ad product for RED at The Washington Post. For the digital advertising industry, 2019 was a year publishers, media buyers and ad tech vendors spent predicting how and when third-party cookies would die. We now have an answer: 2022. Google’s plan to reduce support of third-party cookies in a new version of Chrome in two years will be their final nail in…