Consumers are spending increasingly more time online, making digital marketing a powerful tool for companies of all sizes. While digital advertising is a great way to reach consumers, it’s important that you are able to target the most highly engaged and interested audiences. For your online advertising campaign to succeed, you need to match ads to the right audiences on the right platforms—at the right time. Doing so manually can be time-consuming and difficult to complete with accuracy.Read More
The field of digital advertising is constantly changing as new technologies are introduced. With these new technologies, companies alter the ways they deploy digital ads to reach their audiences more effectively. When it comes to digital advertising, programmatic advertising and real-time bidding (RTB) are at the forefront of the discussion. While these terms are often used interchangeably, they are not actually the same thing. Marketers can use both programmatic advertising and RTB to efficiently and effectively target ads to their specific audience.Read More
The new year is a time to start fresh—it’s a time to reflect on the previous year, take note of things to improve upon, and plan for the next 12 months. As the year comes to a close, marketers are thinking about where they may have fallen short, and putting together new marketing strategies to help prepare their brands for success.Read More
While many marketers are in the midst of holiday campaign madness, some are beginning to look ahead to next year. Even among the proactive, many are stuck on analytical autopilot, measuring success against archaic metrics that no longer fit their goals.
As advertisers demand more transparency and consumers demand more privacy, data quality becomes evermore important. How are marketers adjusting to improve accuracy in their campaigns and measurement while maintaining compliance with an ever increasing array of privacy laws? In short, they are investing more heavily in data.Read More
For advertisers looking to optimize the value of every impression, viewability benchmarks are simply not enough.
Viewability metrics provide but a glimpse into one indicator of ad placement quality, but that glimpse is not enough. While an ad that is never in-view has no chance of having an impact on a viewer, an ad that is in-view for only a brief moment doesn’t have much better odds.
Last year, bot fraud represented a $7.2 billion global challenge to our industry. Like any challenge, it creates an opportunity to innovate and also to manifest our core values. We believe that transparency is the key to addressing the issue of bot fraud, and we’re making important and actionable progress in this area.