As the sunset of the third-party tracking cookie approaches, one of the most promising options—enabling publishers to monetize their audiences and advertisers to address audiences with confidence—is identity or people-based marketing. This playbook, created in partnership with Lotame, dives into identity as a concept and explains the wealth of advantages…
Read More
So, publisher—you keep hearing that the demise of the third-party tracking cookie is going to work out in your favor… But how exactly? It’s not like marketers were in love with the third-party cookie either—marketers have long wanted a better solution, and that’s people-based marketing, OpenX and LiveIntent explained during…
Read More
We’ve been hearing about the death of email for a really long time now. But that’s not the case, says Jeff Kupietzky, CEO at PowerInbox, which brings publishers and advertisers together to monetize email and engage this captive audience. "Email is still the most effective channel for converting customers and…
Read More
PubForum might be over, but as we process it, it's helpful to check over the list of what we were excited about to begin with... because it was basically everything. Everyone who attended, look out for the event summary, coming at you soon.
Read More
At the upcoming Publisher Forum in Huntington Beach, Brandon Seltenrich of CBS Interactive will tell us about how the shift toward identity marketing is advantageous to publishers--and to their users. Brandon shares some thoughts in this Q&A: "My core competency is delivering great content to our users, not maintaining ad…
Read More
Throughout 2017, the discussion on the AdMonsters site, at our events and on our listserv has spun off in countless directions. A person has to wonder: Was there ever a time when it seemed the industry focused on one or two issues at a time, or do we just have…
Read More
The line about marketing tech over the last few years is that it’s becoming more closely aligned with ad tech, for both brands and publishers. There must be some truth to that idea, then, if so many people in the industry have trouble explaining what the difference is between ad…
Read More
“Digital Is Dead” read the first slide of Larry Allen’s keynote for Programmania on June 5, 2017. I don’t know if it elicited the gasps Larry was hoping for, but I could detect a certain sense of puzzlement flowing throughout the room of 200-plus programmatic specialists. Wait—isn’t this supposed to be…
Read More
If you're in digital, you're more or less destined to be on Facebook and Google. The major platforms have unparalleled scale. But they're certainly not the be-all and end-all to digital--and publishers would love for advertisers to agree on this point. Publishers are sitting on valuable audience insights of their…
Read More
The identity- or people-based marketing train is one that all publishers should be jumping aboard as they can. According to research from Signal.co, 25% of marketer and advertisers are spending half their budgets via people-based channels, and 65% see double the performance versus non-people-based. Something like 60-80% of marketers will…
Read More