Big In Print
Audience Buying Guide
One Year Later, What We've Learned About Private Ad Exchanges
April 09, 2012
If 2011 was the year of testing for publishers who operate so-called private ad exchanges, 2012 looks like it may be the year of putting lessons into action.
Startups Mining Social Data Take On Facebook
April 09, 2012
A crop of startups mining social data assert that they can go the social network one better by targeting ads across the web, not just inside a black box.
Your Marketing Machine: What You Need to Know About Ad Tech 'Stacks'
April 09, 2012
With stacks you can select (and pay for) only those services you need today.
Can Brands Market on Facebook Without Actually Spending Money on Advertising?
April 09, 2012
While estimates diverge on how much brands are spending on Facebook ads vs. "resources," the consensus is that ads will see a growing share.
Is An Online Ad Still An Ad If Nobody Saw It?
April 09, 2012
That's the question an industry-backed initiative called Making Measurement Make Sense -- or 3Ms -- is wrestling with.
Audience vs. Environment: Will Data-Driven Buying Tip Debate?
April 06, 2011
Tight audience targeting will always be secondary to being in the right media environment, particularly when it comes to TV. Here's why.
Move Over RTBs, the Hot Term of 2011 Is the AMP
April 04, 2011
It seemed like online advertising was going the way of Wall Street with the emergence of the exchanges, DSPs and SSPs -- turning into a sort of obscure acronym soup. What will 2011 bring? Even more acronyms and fluidity.
Ad Targeting Gets Social
April 04, 2011
How helpful are social relationships when it comes to targeting? Will ads be the answer for Twitter, Facebook, Foursquare and other social networks, or will broader forms of marketing, e-commerce or virtual currency ultimately be the model? The answers: yes, somewhat and likely.
Boon for Direct Response as Audience Buying Comes to Video
April 04, 2011
Will Wall Street-style, real-time buying and selling of advertising -- now the rage in online display -- ever come to video?
Networks, Exchanges Are Not Immune to Groupon-Cloning Fad
April 04, 2011
Everybody from newspapers to Facebook to Google is copying Groupon. But where exactly do all those spa, sushi and Pilates deals come from?
What's the Best Strategy for Targeting Your Display Ads?
April 04, 2011
They're creepy and more than a little annoying, but there's a reason retargeted ads are gaining steam: They work.
Fact vs. Fiction: Truth About Regulation and Online Ad Biz
April 04, 2011
The question is whether the ad industry can adopt a set of "principles" endorsed by the Digital Advertising Alliance, made up of an alphabet soup of marketing trade associations. But the regulation issue is complex and rife with misunderstandings. Allow us to decode some of them.
Google's Invite Media Founders: Why We Decided Not to Start the Next Facebook
April 04, 2011
Invite Media Founders Nat Turner and Zach Weinberg talk about the future of display advertising, ad exchanges and the emerging trends in video and mobile buying.
Publishers Bid to Take Back Control of Online Ad Ecosystem
April 04, 2011
It has become an axiom of modern marketing to say that what advertisers want to buy is not media but audiences. So who has the audiences? Publishers do -- and they're stepping up to reclaim their rightful place in the display-advertising value chain.
Hope Amid the Confusing World of Display Advertising
April 04, 2011
What will be interesting to see is if a "science"-based approach can yield higher rates than the "art" of selling ad inventory in a traditional sense.
Why Facebook Will Emerge a Winner in Battle Over Privacy
March 31, 2011
The winner in the battle over digital privacy, strangely, will be Facebook, and to a lesser extent, Foursquare and every other social service that provides value to consumers in proportion to the amount of personal information users freely give them.
Real-Time Trend Brings Another Premature Obituary for Ad Nets
March 31, 2011
Have you heard? Ad networks are dying. Again. This time, it's the rise of private online ad exchanges that's going to kill the ad network.
