Display Advertising

While display advertising has been helping sell products and support brands for centuries, its digital incarnation is only a teenager. What still applies and what's new? Discover the latest tools and trends in online display advertising.

programmatic

Understanding Real Value in RTB: The Importance of Transparency

Apr 13, 2014 - The display ad tech ecosystem has evolved into a complex web of tech offerings and jargon to confuse any marketer, with transparency and margin points hidden away. This column explains why you should care about transparency. Comments

Data - Action or Insight?

big-data-action Apr 11, 2014 - There is no shortage of data available to marketers, but are they doing enough with the data to move their business forward? Comments

Facebook Rolls Out Bigger Ads in Right-Hand Column

facebook-brand Apr 10, 2014 - Facebook will display fewer ads in its right-hand column, but the ads will be larger than before. Comments

Why a Full-Service Agency Shouldn’t Manage Your Real-Time Bidding Campaigns

real-time-bidding-1 Apr 10, 2014 - Full-service agencies aren't set up to effectively manage real-time bidding (RTB) technology. To get the most out of RTB, you need a specialist agency. Comments

A New Era in Advertising Metrics Begins With MRC's Viewability Standards

metrics-that-matter Apr 8, 2014 - The Media Rating Council's adoption of viewability standards for display advertising ushers in a new era of advertising metrics. It's a fundamental shift in the way we do business, and will impact the entire advertising ecosystem. Comments

Media Rating Council Sets New Standards for Viewable Display Impressions

online-advertising Mar 31, 2014 - The Media Rating Council (MRC) has lifted its Viewable Impression Advisory. Now marketers can purchase display ads based on new viewability metrics. Comments

New "Retargeting Playbook" Arms Marketers With Best Practices

The Retargeting Playbook Mar 24, 2014 - "The Retargeting Playbook" covers strategies from basic to advanced, gives tips on how to set up retargeting campaigns, and shares best practices and case studies. ClickZ chats with author Lauren Vaccarello. Comments

IAB Releases In-Image Advertising Primer

iab Mar 20, 2014 - The paper helps illustrate the effectiveness of in-image advertising through case studies and research, the IAB says. Comments

SXSW 2014: Interview with Pandora – Are Connected Cars the New Wearables?

pandora2014 Mar 19, 2014 - ClickZ spoke with Heidi Browning, senior vice president at Pandora who gives her view on the relationship between connected cars and wearables. She also discusses the opportunities for marketers in the “connected” space, as well as the future of advertising that surrounds it. Comments

Yahoo Debuts Motion Ads

yahoo-motion-ad Mar 17, 2014 - The new ad format combines images and animation to create what Yahoo says is a more entertaining experience. Kraft is the first brand to use it. Comments

New Time-Spent Metric Seeks to Move Marketers Away From Clicks

time-spent-shutterstock-176656073 Mar 17, 2014 - The online ad industry has been slow to move away from click-throughs and impressions as a standard. Ad exchange WebSpectator claims its newly MRC-accredited guaranteed time slot will help move them in the right direction. Comments

The Financial Times’ Perspective on Ad Viewability

jonsladeft Mar 12, 2014 - The Financial Times defines viewability and discusses the controversy around the metric and how it would impact the publisher if it becomes a trading standard. Comments

Programmatic Selling Advice

automation-shutterstock-87320653 Mar 10, 2014 - Recently, the ad tech industry has heard a lot of buzz surrounding programmatic selling and the impact on the direct sales channel of publishers. Here are a few things that programmatic sellers need to consider when making inventory available to buyers to create value for their publisher partners. Comments

Who Should Own My Data Management Platform?

data-management-shutterstock-147256514 Mar 5, 2014 - Mapping out the pros and cons of data management platform (DMP) ownership - an ad tech dilemma for marketers in China. Comments

LinkedIn Opens Sponsored InMail Gates to Mobile Ads

linkedin-inmail-ads Mar 5, 2014 - LinkedIn is stepping up its content marketing offering with Sponsored InMail on mobile. From now on, marketers and advertisers will be able to leverage users' inboxes to get content in front of their eyes. Comments

Flipboard Buys Rival App Zite to Challenge Facebook Paper

flipboard app Mar 5, 2014 - The magazine-style news reading app Flipboard has acquired rival application Zite from CNN for an undisclosed amount in an effort to challenge Facebook's Paper. Comments

Adap.TV Extends Audience Path Programmatic Buying to Linear TV

adaptv-linear Mar 3, 2014 - Adap.TV just released its new service, an interesting and unavoidable extension to the existing Audience Path: programmatic buying for linear TV, creating the digital-to-TV space. Comments

#Oscars Night Is on for ABC and Twitter

oscars Feb 28, 2014 - Twitter has further cast its advertising net to the broadcast industry by onboarding ABC for packaged real-time coverage of the much-awaited Academy Awards on March 2. Comments

Google Extends Programmatic Empire With Time Inc. Deal

doubleclick-320x245 Feb 27, 2014 - After announcing a partnership for programmatic ad exchanges with Local Media Consortium as well as Yandex, Google is continuing its sweep of the land by also securing a deal with Time Inc. Comments

Marketing Beyond the CPA

customer-lifetime-value Feb 26, 2014 - Cost per action (CPA) remains the most popular metric to evaluate online marketing success. But is the stand-alone CPA really the right approach for measuring and generating long-term value? Comments

Google Buys London Firm Spider.io to Fight Ad Fraud

Google Logo Feb 24, 2014 - Google has bought out London-based fraud prevention startup Spider.io in an effort to protect its advertising business model from ad-clicking malware spread by botnets. Comments

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