This is the second article in the Native Chronicles series, brought to you with the support of TripleLift. Read the first article on the "creative revival," and the third on the future of mobile. The term “set it and forget it” is anathema to digital advertising. Whether it’s a homepage takeover, pre-roll video,…
Read More
Advertisers and publishers across the board understand that while advertising keeps the digital publishing world's lights on, content is what brings the audience to the goods. Marketers persistently beat the drum for content marketing, and publishers recognize how content marketing initiatives can potentially take users' willing engagement with sponsored content…
Read More
Facebook COO Sheryl Sandberg has been catching heat from all over the internet since this past Thursday, when she told Axios editor Mike Allen that Facebook was not a media company. Her rationale was that Facebook doesn’t produce original news content, doesn’t hire journalists (which it actually has done), and…
Read More
This is the first article in the Native Chronicles series, brought to you with the support of TripleLift. Read the second article on flexibility and A/B testing and the third on the future of mobile. The first banner ad is both a thing of legend and of infamy. The latter because it launched a revolution of…
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
Native advertising is no longer just the topic du jour or an interesting addition to a publisher’s revenue strategy. Native is the wave of the future, embraced by both advertisers and publishers in the quest for relevancy and engagement. But diving into native can be trickier than it appears. The…
Read More
Although audience extension campaigns are really about creating inventory by accessing third-party sites, they tend to have multiple purposes.The advertiser may be trying to reach a highly granular segment with limited on-site presence. The publisher may have limited pre-roll video inventory, so they will hunt down their audiences in third-party streams. The…
Read More
As publishers are clamoring for solutions to offer more native ad inventory, their reasoning makes sense, intuitively: Native performs better, because users can consume it seamlessly along with content.But try telling that to advertisers in so many words. Advertisers have long been skeptical about the metrics behind stories of superior…
Read More
Not terribly long ago, audience extension seemed like more of a pipe dream than a reality for publishers. Though retargeting has been around since the early days of http cookies, it’s only in the last five years or so that the technology has caught up with its promise, enabling publishers…
Read More
The combination of private marketplace deals and a native ad strategy together sounds like a clear winner for publishers. It’s the digital media equivalent of a Scrabble double word score, or dropping the chocolate in the peanut butter, or the falafel burrito on the menu at a little Mexican/Middle Eastern…
Read More