Peter Minnium says, “In digital advertising, as in life, it’s important to start with the desired end in mind. There’s a well-worn tale about a city slicker who gets lost while driving the back-country roads of Maine en route to the capital city. After driving for what seems like an eternity on unmarked roads, he comes upon a farmer on a tractor in his field. Relieved, he hurries to the local and asks, “How do I get to Augusta?” The farmer, after sizing the man up, responds laconically, “Well, I wouldn’t start from here.” It is imperative for success in digital advertising... [...]

Ginny Marvin says, “It may not have a great rep these days, with flare-ups over inappropriate placements, fraud and transparency concerns, but automated ad buying continues to gain share. An estimated $32.56 billion will transact programmatically on display advertising in the US this year. That works out to 78 percent, or roughly four out of five ad dollars spent on display ads in the US, according to eMarketer’s most recent estimates. But as capabilities and access to premium inventory improve and media buyers and advertisers seek greater control and transparency, private marketplaces... [...]

Patricio Robles says, “Researchers at Princeton and Stanford University have created a super ad blocker that could deliver a devastating blow to the efforts of publishers and advertisers to block the now widely-used ad blockers. Here’s what publishers and advertisers need to know about it. 1. It uses “perceptual ad blocking” Most ad blockers in use today look for the footprints of digital ads. For example, they scan the contents of a page, identifying snippets of code and URLs that are commonly associated with ads and ad networks. This approach is very effective at blocking... [...]

Barry Levine says, “Native ads are more efficient in driving traffic into physical stores than display ads. That’s the main takeaway from a joint research study announced this week by native ad platform Sharethrough and location analytics provider Placed. Placed utilized its large opt-in panel of cooperating users to track how many of them visited a store following the delivery of a static or video native ad by Sharethrough. Users in the Placed panel agree to be tracked via apps on their mobile device, and Placed connects users’ phones to their desktop devices through its partnerships... [...]

Jeff Rajeck says, “Data from ad campaigns has, in some ways, never been so important. Data has become the way marketers know whether the brand messaging is right, what drives customers to purchase and where they should advertise in the future. Fortunately, advertising data has also never been more available. Google, Facebook, and other ad platforms offer hundreds of ways to divide up their reports into segments and countless metrics for us to see how well various segments are performing. So with how important and available ad data is, it is quite puzzling that there is so much fraud in digital... [...]

Greg Sterling says, “Retail makes up the largest category of internet ad spending, representing about 21 percent of total revenues, according to the most recent IAB report — or roughly $15 billion annually. That’s why the development of a “cost-per-(store)-visit” ad model (CPV) is potentially so significant. Some of that retailer ad spending is driven by pure-play e-tailers. However, most is from traditional retailers. While traditional retailers are suffering, more than 90 percent of consumer retail spending still happens in stores: trillions offline vs. billions online. In addition,... [...]

Ginny Marvin says, “Integral Ad Science is one of the third parties Google is bringing in to help monitor ad placements on YouTube in the wake of advertiser backlash over brand safety concerns. The 400-person firm topped the $100 million revenue mark last year and works with more than 4,000 publishers, advertisers and ad tech vendors, including Facebook, AOL, Nielsen and TradeDesk, in addition to Google. Ahead of the release of the company’s Media Quality Report for the second half of 2016, Marketing Land spoke with Maria Pousa, Integral Ad Science’s CMO, last week about recent events,... [...]

Kate Taylor Mighty says, “Contrary to what you might think, display ads and inbound marketing aren’t inherently incompatible. In fact, applying inbound marketing principals to your display ad strategy can help maximize your potential reach and attract more qualified leads. The key to creating “inbound-y” display ad campaigns is proper planning and positioning. In this article, we’ll cover how to define performance metrics for your display ads, set measurable goals, and ultimately analyze success. Analyzing Ad Performance and Setting Goals The following is an excerpt... [...]

Ayaz Nanji says, “In 2017, brands will spend more on Internet advertising than on traditional television advertising—for the first time ever—according to a recent global ad spending forecast from Zenith. The report was based on Zenith’s global advertising data for past years as well as spend projections through 2019. Internet ad spend is expected to reach $205 billion in 2017, and projected to account for 37% of all global ad spend this year, up from 34% in 2016. Advertisers are expected to spend $192 billion on traditional television advertising in 2017″. Global Advertising... [...]

Tamar Weinberg says, “Reddit is upping its game in the advertising space, with an announcement that they have just launched a revamped self-serve platform for its advertisers. Here are the features: A redesigned interface that is user-friendly and “easier on the eyes.” Reddit now offers post-pay billing, which saves advertisers from having to top up their accounts or request refunds if the ad doesn’t run up to the paid amount. Multiple creatives can be used per campaign, and you can also create a campaign and add creatives to it versus the other way around (which was previously required... [...]