TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.
First-party data is bolstering Slickdeals’ direct sales efforts and offsetting an industry-wide decline in programmatic CPMs. That data is also making ad targeting more effective for its native retail media inventory as demand for retail ads ramps up.
Recurrent Ventures is ramping up its focus on programmatic direct and PMPs to make up for flagging open auction revenue. Marketers now have access to Recurrent’s 28 publisher brands through Audigent’s private marketplaces.
Publishers, such as The Arena Group, are now partnering directly with brand safety solution providers to lower their block rates for direct-sold inventory.
American City Business Journals earns about 90% of its revenue from direct sales. So it is looking to invest in technology that can streamline its direct business as much as possible.
The Financial Times has long avoided chasing open web programmatic ad revenue. Now, with signal loss prompting a renaissance for contextual targeting and direct deals – and with momentum behind attention metrics, of which the FT was an early proponent going back to 2015 – the publisher’s longtime strategy seems prescient. Brendan Spain, the FT’s VP of advertising for the Americas, spoke with AdExchanger.
Mobile programmatic is in the seventh-inning stretch: It’s come a long way, but there’s still a lot of work to do, says Rick Welch, head of programmatic advertising at Flipboard. In the three years since Welch joined the mobile news aggregation app from Condé Nast in late 2016, more open exchange-oriented players have hit the […]
Cheetah Mobile’s been on the prowl for ad tech since 2015, when it paid $58 million for French mobile performance marketing company MobPartner. The MobPartner acquisition is the cornerstone of Cheetah’s plan to transform itself from utility app publisher into a mobile ad vendor with global chops. Cheetah’s vision became clearer when it took the […]
Despite a surge in programmatic buying for mobile ads, a recent Forrester report cautions that challenges unique to mobile advertising make direct sales away from open marketplaces the preferred buying method for the foreseeable future. Based on interviews with 21 industry executives, mobile marketing analyst Jennifer Wise wrote in her report – “Mobile Advertising: It’s Time to […]
In 2012 major publishers’ wariness of programmatic advertising began to thaw. As part of our 2013 predictions series, we asked Kristine Welker, Hearst Digital Media’s Chief Revenue Officer, what she expects from coming next year. In essence, she sees the promise of brand dollars emerging more visibly as publishers help push the boundaries of exchange-based […]
