It's no surprise that users want a fluid navigation while online, but certain ad formats have hindered this. Based our knowledge of what doesn't work, how can we define sustainable digital advertising?
Industry leaders have different feelings on whether native advertising is content marketing, but maybe the answer lies in the middle: it can be, but more conditionally than as a rule.
The IAB's recent update to its current cannon of industry standards and guidelines encourages cross-screen advertising. However, the need to optimize creative still remains.
Ad-blocking software is especially damaging to small publishers, but IAB MIXX says they understand why users download it. It's up to the industry to thwart blockers by serving ads people don't want to intercept.
GroupM and Trustworthy Accountability Group (TAG) stamp down on online piracy by ensuring all media partners receive validation as Digital Advertising Assurance Providers.
What does the concept of ad viewability mean in the context of strategy? And what makes it more significant than above-the-fold targeting?
These observations are based on data collected via AppNexus' advertising index for Q2 2015. Use these insights to make informed inferences about the future of digital marketing.
Any brand can now advertise on a WeChat user's private Moments feed, in a move Tencent will be hoping balances advertising revenue with user expectations.
One solution digital marketers can use for circumventing ad blockers is initiating a strategy based on intent marketing.
For markets in Asia Pacific, Google's move to restructure itself under Alphabet will give products more autonomy to expand in the region.