After weathering the pandemic, BoardingArea is betting on revenue diversification and a revamped programmatic tech stack for its future growth.
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After weathering the pandemic, BoardingArea is betting on revenue diversification and a revamped programmatic tech stack for its future growth.
Google Ad Manager (GAM) was out of commission for about three hours Thursday evening across web, app and video inventory.
During the 2010s, premium publishers lost ground to the platforms, ad tech companies and low-quality content producers. Advertising revenue dried up for many publishers, as programmatic “pennies” overtook direct dollars. The platforms saw significant growth while many publishers retrenched, merged or went out of business. As marketers prioritized the cheapest impressions rather than the best ones, a window opened for fraudulent or low-quality content creators to flourish. How did this transpire? Publishers largely sat back and let things happen to them, rather than rising up to control their destiny. To change this course in the next decade, publishers must lean in to actively influence the direction of the industry. Let the 2020s be the decade where publishers take control.
The godfather of programmatic has retired from advertising. Or has he? In his first interview since selling AppNexus to AT&T for an estimated $1.6 billion (and stepping down), former CEO Brian O’Kelley comes on the AdExchanger podcast for a nice long talk.
"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 Pete Kim, CEO at MightyHive. We have all been saying for years that the ad tech ecosystem is a mess that needs to be cleaned up. But few have offered... Continue reading »
Facebook’s and Google’s dominance is unsurprising. DSPs and other ad platforms have effectively conceded the SMB market to them, instead competing for brand and agency dollars. Despite the attraction and benefits of having millions of small customers, it’s incredibly difficult to create a scalable customer acquisition machine, a scalable support system and a robust ad-quality department. The churn rates associated with smaller customers can also be brutal and unfeasible for companies that want to grow revenue quickly and efficiently. It becomes next to impossible without a business model dedicated to dominating in this space. The fact that no company currently stands out as a scaled challenger to Google and Facebook in the SMB market might indicate that there is still an opportunity in the space. On the other hand, it might also indicate that the war is over and that ad tech players have ceded the SMB market to the likes of Google and Facebook, as well as smaller players such as Twitter and LinkedIn.
As many brands move to six-second spots to promote their brands, Grey Goose has gone in the other direction with “Off Script,” a nine-episode series featuring 10-minute segments of Jamie Foxx interviewing celebrities. Participants include Melissa McCarthy, Gabrielle Union, Vince Vaughn and Sarah Silverman. “We wanted to change the model from interrupting with branded content to entertaining with relevant content,” said Yann Marois, CMO and SVP at Grey Goose. “Our purpose was building cultural currency through content that would be relevant to our audience.” The premium vodka brand paid equal attention to creative and its media plan for the program.
The May 25 deadline to comply with the General Data Protection Regulation (GDPR) is only weeks away. When it comes into effect, website owners that want to use data to deliver personalized content or ads will need to collect “unambiguous” consent from consumers and provide transparency into the companies that want to track them. This reality has forced publishers to ask how their businesses would remain viable when up to 80% of their revenue comes from online advertising, which will now rely on consumer consent to be tracked. But the digital content, publishing and advertising industries have come together to build a workable solution that helps publishers obtain and manage consumer consent. With this new framework, publishers will be able to continue funding themselves through relevant online advertising, while protecting consumer privacy and ensuring free access to news and entertainment for consumers in the EU and worldwide.
Header bidding, make way: In the next year, more publishers will switch to server-side header bidding. The solution offers clear advantages – while introducing other disadvantages – with which the industry will grapple as publishers update their tech. Like with header bidding, publishers run a pre-auction before the ad server to create a level playing... Continue reading »
Brand safety and transparency were top-of-the-agenda items for advertisers in 2017. But if this was the year of faux pas, mea culpas and the start of a move toward better controls, 2018 will be about buckling down. “The billions of ad dollars pulled off platforms in 2017 was a clarion wake-up call,” said Bill Marino,... Continue reading »
