Everything you need to know about display based advertising. Browse our most recent news stories and expert columns on trends in display advertising, including banner ads, pre-roll video ads, retargeting and remarketing. Refer to our library of How To Guides for marketers employing display advertising campaigns to make an impact with consumers online.

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Google Launches Private Ad Exchange With The Local Media Consortium

Google Logo - basic featured Google announced today a deal with the Local Media Consortium, an industry alliance comprised of more than 800 daily newspapers and 200 local broadcast stations. Google will offer the publisher group access to a suite of its ad products. The most significant aspect of the deal is the launch of a new private ad exchange, powered by DoubleClick Ad Exchange technology. The exchange will allow the local publishers to attract programmatic ad budgets and give advertisers a way to buy local at scale. Google says the exchange will offer 10 billion monthly impressions from video and display inventor [...]


The Power Of Information In Advertising

Cookies There have been a flurry of recent articles stemming from a new study by Digital Advertising Alliance (DAA) about how ad value spikes when data is used to boost relevance. Ensuing articles have gushed that "advertisers pay three times more for cookie-based ads" and "advertisers will pay a substantially higher premium for interest-based ads." Part of this is clearly not news: if you use data to refine your ad targeting, you'll get better results. I learned this in business school in 1986, and I'm overwhelmingly confident that it was known well before then. Adweek took the right angle with th [...]


Google Steps Up Ad Fraud Fight With Spider.io Acquisition

fraud-alert-computer-600 Ad fraud has been a black cloud looming over the industry, with perpetrators finding myriad ways to hijack the display advertising ecosystem. To bolster its resources in the fight against internet advertising fraud, Google announced today it has acquired the well-regarded web traffic analytics firm spider.io. Google has made significant investments in fighting ad fraud. The company says it blocked over 350 million bad ads from more than 270 thousand bad advertisers in 2013. While the number of bad ads that were blocked was up 59 percent from the prior year, the number of bad advertisers fel [...]


Yahoo Gemini Brings Together Mobile Search & Native Ads In Single Ad Marketplace

Yahoo has announced a new ad marketplace that combines mobile search and native ads. It's called Yahoo Gemini and it's available as part of Yahoo Ad Manager, the company's existing self-service ad buying platform. Here's how the blog post from Yahoo's Jay Rossiter and Adam Cahan (both SVPs) explains Yahoo Gemini: With Yahoo Gemini, advertisers get the performance and ease of search, combined with the scale and creativity of native advertising. By bringing the two together, advertisers can now buy, manage and optimize their mobile search and native ad spend in one place — driving great [...]


Premarketing: The Evolution Of Targeting

cocacola Nothing has evolved more in online marketing than the way we identify and target users. Just a few years ago, segmentation of publishers into categories or channels was still cutting edge. The "cast-a-wide net and pare down" mantra of the display networks thankfully progressed into one of the first truly effective forms of targeting -- contextual relevance -- where ad servers began to recognize text on a page and serve "relevant" ads to the user. But it took remarketing for display to become relevant for direct response advertising. Unlike its predecessors, remarketing doesn't take much wor [...]


Google’s ComScore Deal Bakes Brand Ad Measurement Into DoubleClick

Google Logo - basic featured Google's latest deal with comScore will give the current leader in display advertising a bigger hook for luring the brand advertising budgets it's been going after. The comScore partnership will give brands the ability to measure their desktop display and video campaigns in real time using the reach and frequency metrics they're accustomed to using in TV buys. The technology will be integrated into DoubleClick, Google's ad server for advertisers and publishers. Google has been working on its own measurement technology, Active View, but the industry has been calling on the company to integra [...]


Beyond SEM: When You’ve Maxed Your Search Ads, What’s Next?

brick-wall-300x187 Advertisers frequently tell me, “If you can hit my CPA target, my SEM budget is unlimited!” This is great in theory but often limited in practice — at some point, there simply are no more new keywords, or landing page tweaks, or ad text tests that can increase an advertiser’s SEM spend. Two years ago, maxing out on SEM resulted in a virtual dead-end for online marketing growth simply because other channels could not come close to the CPAs achievable in SEM. Today, the landscape of profitable online marketing channels goes beyond SEM and is expanding daily. In this article, I’d [...]


FBX Advertisers Spent More, Saw Conversion Costs Drop 18 Percent YoY This Holiday Season

fbx Facebook's ad retargeting platform Facebook Exchange continued to attract larger budgets from advertisers over the holiday shopping season.  According to new data from Facebook Exchange DSP, Triggit, advertisers spent 127 percent more on spend on Facebook Exchange (FBX) ads in November and December 2013 than the same period in 2012. Though average CPMs shot up 42 percent year-over-year, advertisers benefited from 58 percent higher click-through rates (CTR) and 18 percent lower cost per conversion compared to the 2012 holiday period. The retail vertical spent 64 percent more on FBX adver [...]


Au Contraire, Ad Contrarian: In Defense Of Digital Advertising

Ad-Contrarian-Book-Cover-New Bob Hoffman is an advertising legend -- a seasoned ad executive who has gained a reputation as one of the most influential advertising bloggers. His books, The Ad Contrarian and 101 Contrarian Ideas About Advertising, top the Amazon bestseller list for advertising. Most of the time, I find myself whole-heartedly agreeing with his terse tweets and bellicose blog posts. Until now. In his recent blog post, "Product Advertising and The Super Bowl," Hoffman basically blames the collective creative "meh" that was Super Bowl advertising this year on digital advertising. In his view, the adve [...]


WTF Is A Cookie, Anyway? Do You Really Know, Or Just Think You Do?

Cookies [Editor's note: This column has been corrected to fix errors that weren't caught in the initial editing process. Thanks to those who pointed them out.] This month's column was inspired by a very brave CMO who bluntly asked, during a recent conversation, "WTF is a cookie, anyway?" This particular gent is smart -- he controls a marketing budget of over $30m a year, a reasonable enough portion of which is digital. His question stems from the many ways our industry talks about cookies (often incorrectly) and the peripheral terms than have become synonymous -- RTB, big data, programmatic, [...]


Federated Media Sells Content Marketing Business To Focus On Programmatic

sovrn_black Media-seller Federated Media Publishing, which began in 2005 with big native advertising ambitions for independent bloggers, has given up that mission to focus on programmatic media. The company is selling its content marketing business to LIN Media, and is re-branding what remains, founded on FM’s acquisition of Lijit in 2011, as sovrn holdings. Federated Media will become a business within Austin-based LIN Media’s Digital unit, and will be headed by general manager Chris Eberle, who comes to Lin Media with the FM acquisition. LIN was formed in the 60s in the radio space as L [...]


Creating & Iterating Today: The Marriage Of Tech & Imagination

internet-online-marketing-featured In our industry, we acknowledge the longstanding rub between the quant and the qual. We know that the math and the creative imagination have had their struggles to co-exist. But it's become a bit of a false or dated construct. It's a fun debate, sure, but the either/or conclusion cannot be supported any longer.  Most of us believe that math has changed marketing for good. Further, we see that automated, applied math or data analytics has radically, specifically changed digital marketing. Yet, the focus for some time has been on what analytics has changed as far as the media execution: whe [...]


The Third Team: 1/4 Watch Super Bowl For Ads; 81% See Them As Entertainment

Super_Bowl_XLVIII_logo The National Retail Federation (NRF) and Prosper Insights released survey (PDF) data mostly focused on anticipated consumer spending on Super Bowl parties and related areas (i.e., new TVs, furniture). The survey also asked about interest in the commercials, which turn out to be a "third team" that people are tuning in for. The Third Team Unlike other recent surveys that have shown greater interest in the ads than in the game, the NRF survey reported that 47.5 percent of the 6,417 respondents were most interested in the action on the field. That was followed by 25 percent who said "the comm [...]


Google Rolls Out “AdSense Direct” For Publishers To Manage Direct Ad Sales

Google AdSense Logo Google announced the roll out of AdSense Direct today to allow publishers to implement campaigns for ads they sell direct to advertisers through the AdSense system, with no code changes. Google has also published step-by-step set-up instructions. After securing a direct ad deal with an advertiser, the publisher sets up the campaign in AdSense and sends the advertiser the custom link to upload the ad. One potential drawback, is that payments go through Google Wallet, and are paid out through regular AdSense installments. Advertisers won't be able to set up separate payment plans for direc [...]


Google Remarketing Ads Broke Canada Privacy Laws, Concedes To Revamp Ad Review System

Google legal Canada’s Office of the Privacy Commissioner has found Google in violation of Canada’s privacy rights for the use of sensitive health history in remarketing campaigns. The finding comes after an investigation spurred by a Canadian man who complained that his private health information was being used by Google to retarget him with ads for sleeep apnea devices after he visited sites with information about those devices. In the process of the investigation, Canada's privacy watchdog also found Google's automated ad review system to have "demonstrable shortcomings". As a result, Google has a [...]


Google Launches WordPress Plugin For AdSense And Webmaster Tools

Google AdSense Logo Google has released a new plugin for publishers using WordPress. The official Google Publisher Plugin offers support for Google AdSense and Google Webmaster Tools, with more services likely to be added in the future. This is a beta release, so as an early adopter, you're also a test case. Google said in the release announcement, "We’re still fine-tuning the plugin to make sure it works well on the many WordPress sites out there. We’d love for you to try it now and share your feedback on how it works for your site." By allowing publishers to link their WordPress sites to their AdS [...]


Old Guard Industries Now Driving Growth In B2B Online Advertising

For the first time, established industries such as financial services and manufacturing are fueling the growth in real-time bidding in the B2B sector. While software and technology companies have been on the leading edge of adopting new marketing and advertising technologies, the financial services and manufacturing industries caught up last year. That's according to new research from DemandBase, an automation and targeting platform for B2B companies, that looked at activity from B2B marketers in over 20 verticals using the platform in 2013. [caption id="attachment_70039" align="alignrig [...]


Unlocking The Tremendous Possibilities Of Audience Data

Maximize Return on Your Investment Arrow Matrix I don't think it's news to anyone that there is more readily-available audience data than ever before. "From the dawn of civilization until 2003, humankind generated five exabytes of data. Now we produce five exabytes every two days… and the pace is accelerating." - Eric Schmidt, Executive Chairman, Google In fact, according to Rick Smolan and Jennifer Erwitt in the book, The Human Face of Big Data, the average person today processes more data in a single day than a person in the 1500s did in an entire lifetime. In the world of advertising, this data comes from many sources, including onli [...]


Yahoo Aims To Simplify Ad Buys With “Yahoo Advertising,” Brings Tumblr Into The Fold

yahoo-featured Yahoo announced several new advertiser initiatives during CEO Marissa Mayer's keynote at CES in Las Vegas today. The company is putting an umbrella over its disparate ad formats and buying gateways called "Yahoo Advertising." The aim is to give media buyers and advertisers closer to a one-stop-shop for Yahoo ad inventory to make buying Yahoo ads more appealing. The ad platform is backed by Yahoo's user data and analytics tools for audience targeting and performance analysis. Yahoo's favorite ad buzzword these days is "native advertising," and Mayer announced more native advertising opportunit [...]


Yahoo Ad Network Charged With Distributing Malware To Millions Of Users Outside Of US

yahoo-y-logo-2013 According to a report this weekend on Washington Post's technology blog The Switch, two Netherland internet security firms revealed that Yahoo's advertising servers were inadvertently distributing malware. According to a statement from a Yahoo spokesperson sent to the Washington Post: At Yahoo, we take the safety and privacy of our users seriously. We recently identified an ad designed to spread malware to some of our users. We immediately removed it and will continue to monitor and block any ads being used for this activity. The statement from Yahoo prompted a follow-up report by the Wa [...]


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