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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SEE: The Giant Banner Ads Google Is Showing For Major Brands

google-brand-banners-featured [caption id="attachment_63384" align="alignright" width="216"] New banner ad format, showing to some people in a search for Virgin America[/caption] As we covered last week, there are now giant banner ads being tested in Google's search results for branded searches, signaling a big shift for the search giant. Not everyone sees them, however. For those missing out, here's a slideshow of the examples Marketing Land has uncovered to date. We'll be updating the slideshow below as we discover more. You can submit screenshots to be included by sending them to tips@marketingland.com or tell [...]


Why You May Need More Than One DSP

duplicate In a programmatic world, clients seem to be increasingly concerned about what they call “duplication,” or the overlap of inventory or audiences across multiple demand-side platforms. The fear is that the same ad will be served to the same user by two different DSPs, or worse yet, that the client is bidding against themselves for the same ad. Setting aside the fact that getting the same user to see the same ad multiple times has been the goal of advertising since the invention of movable type, reports of duplication, to paraphrase Mark Twain, have been greatly exaggerated. The definition [...]


69 Percent More Brands Participated In Programmatic In First Half Of 2013 [Report]

Programmatic Media Buying Brands continue to adopt programmatic ad buying, even as the majority of spending is consolidated among a few top advertisers.  The overall number of brands participating in RTB grew by 69 percent between the fourth quarter of 2012 and the second quarter of 2013, according to a new report. The latest Index Quarterly Report by Casale Media, which aggregates data from the billions of impressions traded each quarter across marketplaces powered by Index, highlights how heavily global/national brands dominate programmatic, with over 70 percent share through the entire first half of 2013. That's [...]


When Pigs Fly: Why Facebook And Google Are Becoming Ad Partners

google-facebook-pigs-fly-featured You may have raised your eyebrows at last week's announcement from Google that it is partnering with Facebook to offer its clients access to Facebook Exchange (FBX) inventory through DoubleClick Bid Manager. Two competing online ad giants entering into a partnership? Why would Facebook finally want to open up to Google, and why would Google want to sell Facebook inventory? After all, Google took over the top spot in digital display revenue from Facebook last year, according to eMarketer. That same study estimates Google's display ad revenue share will continue to grow at a solid clip from 1 [...]


Google’s DoubleClick To Offer FBX Ad Inventory In Coming Months

DoubleClick Campaign Manager DoubleClick, Google's online advertising solutions company, announced today it will be extending its advertising services to include ads on FBX, Facebook's real-time bidding exchange. According to the announcement, DoubleClick clients will be able to buy ad inventory on FBX via the DoubleClick Bid Manager, "in a few months." DoubleClick claims access to dozens of private and public exchanges in more than 75 countries, and says it continues to experience double-digit quarter-over-quarter growth in spend, with Q3 2013 representing its biggest quarter ever. [...]


Programmatic Ad Buying: A Tactical Primer

Programmatic Media Buying & Retargeting A few months ago, we covered the four strategic phases of lean display advertising. The first phase consists of setting up your initial tests or experiments, which means choosing your initial campaign tactics to later observe which ones show the most potential for further optimization and scaling. This primer covers most of the campaign tactics available with programmatic ad buying or real-time bidding (RTB) platforms. For each tactic, my goal is to describe what it is, why it's important, how it works, and what you should keep in mind -- all very high level. Keep in mind that most of these [...]


Display Is The New Search: A Familiar Battle With Fraud

shutterstock_83575045-fraud Many industry insiders remember Google's 2006 AdWords addition of "invalid clicks" and "invalid clicks rate" metrics, which prompted insight into the volume of fraud affecting search. Fast forward nearly ten years later, and it might seem as if history is repeating itself all over again -- click fraud is invading display. In fact, fraud is an even larger concern today considering how much the Internet has grown in just a decade. With a never before seen volume of inventory at their disposal, fraudsters are employing search-era tactics to game the display system using fake clicks. Feeding T [...]


All About Gmail Sponsored Promotions Ads

gmail-app-logo While much has been written about the new Gmail ads that look a lot like regular emails in the Promotions tab, did you know they are actually an extension of an ongoing beta called Gmail Sponsored Promotions? The ads shown above, below and in the box to the right of nearly every email message on desktops are the predecessors of those email-like ads that rolled out with the new tabbed inbox. Users may confuse the three ads for AdSense ads that also appear in Gmail, but they are in fact part of Google's Gmail Sponsored Promotions beta. Google often, but not always, adds the small price tag icon [...]


Understanding & Utilizing The Right Tactics For Your Display Campaign

attribute Since the beginning of advertising itself, attribution -- the science of measuring advertising effectiveness -- has challenged marketers. Digital advertising promised increased accountability, but the ability to measure every ad impression created a barrier of complexity for marketers looking to properly understand and evaluate their digital advertising investments. In our last article, we looked at the tremendous potential of real-time bidding (RTB) to drive search-like efficiency for display advertising. But effectively managing this investment requires a clear understanding of which part [...]


Microsoft Joins the Anti-Cookie Movement, Working On Its Own Replacement

microsoft-cookies-featured Following news that Google is likely working to replace the much-maligned cookie for tracking and ad targeting on the Web, Ad Age is reporting Microsoft is working on its own cookie-replacement technology. Microsoft is apparently developing technology that would run on its own devices and platforms including Windows desktops, tablets and smartphones, Xbox, Bing and Internet Explorer. Microsoft's ownership of these various products enables it to replace the cookie with what Ad Age says is essentially a device identifier that users would opt-into when accepting the usual terms of service agre [...]


The Consumer’s View Of A Programmatic World

Chango - programmatic future I have written a lot about what Big Data and Programmatic Marketing really mean (as well as what they do not). As marketers, we spend a lot of our time thinking about how these innovations will impact our world. But what about the person on the street? How will their world change -- and is it for the better or for the worse? (If you are newer to the topic, I suggest you start with “The Real State of Programmatic Marketing” and “Why Do Big Data & Programmatic Marketing Actually Matter?,” and then come back here.) A Typical Programmatic Day Let's start with Bailey, whose day we [...]


Twitter: No Current Plans To Put Ads On Vine, #Music Apps

While there's a lot of talk today about how Twitter will need to dial up its advertising revenues as a public company, there are a couple places the company says that won't happen: its Vine and #Music apps. Buried inside the Table Of Contents of Twitter's S-1 filing Thursday is this description of Vine and the mention of ads (which I'll emphasize in bold): Vine is a mobile application available on the iOS and Android operating systems that enables users to create and distribute short looping videos of up to six seconds in length. Vine users create and distribute their videos to their fol [...]


ActiveCast Media Sues Google For Withholding AdX Traffic Acquisition Payments

google-legal-law ­­­A lawsuit filed in US court last week by ActiveCast Media against Google provides an inside glimpse at just how opaque and complex the world of online traffic acquisition ecosystem can be. ActiveCast, a subsidiary of Web Integrated Net Solutions and headquartered in the British Virgin Islands, is suing Google for breach of contract, claiming the Internet giant is unlawfully withholding payment for traffic ActiveCast sent to Google advertisers as part of its contract agreement with Google DoubleClick AdExchange (AdX). In June, Google flagged the account for invalid activity and retr [...]


Google Rolls Out New DoubleClick Campaign Manager Globally For DFA

DoubleClick Campaign Manager After announcing a big change was coming in June, Google launched the DoubleClick Campaign Manager, the new version of DoubleClick for Advertisers (DFA), globally today. As DFA turns 15 this year, the new platform changes aim to adapt the platform for the most recent changes in digital advertising, namely social, mobile and programmatic. Native is not included in this list, yet. In June, Google said it is working with select publishers to track the impact of their native advertising and testing support for native ad serving, but any mention of native campaign management is notably missing f [...]


Google Shakes Up Display Advertising Development With AdWords’ Ready Image Ads Tool

google-adwords-square-logo Google is well aware of the challenges both advertisers and SEM agencies face in getting well-designed display ads built. Ads need to be created in multiple sizes and look good on all devices. Today's roll-out of Ready Image Ads in AdWords is Google's best attempt yet to solve this problem and get more AdWords advertisers running display campaigns. By just entering a URL from your website, the Ready Image Ads tool automatically scans and pulls images from the site to create ads in various IAB standard sizes that are HTML5 compatible for viewing on mobile and desktop devices. Ready Im [...]


For Certified Pre-Owned Vehicles, 2014 Is The Year Of Digital Display

Image Courtesy of Vantage Local A significant opportunity exists for automotive dealerships and digital agencies to capitalize on an explosive market for certified pre-owned (CPO) vehicle sales in 2014. This growth will be driven by a rapidly growing supply of vehicles coming off-lease that make up the majority of CPO vehicles. [caption id="attachment_59693" align="aligncenter" width="390"] Image Courtesy of Vantage Local[/caption] The rise in CPO inventory in 2014 will be accompanied by increased manufacturer support for co-op reimbursements for digital marketing efforts, to include digital display. As such, an immens [...]


IAB Paper Aims To Clarify Programmatic Jargon, Establish Common Definitions

iab-logo-0922 Even as programmatic ad buying and selling has been transforming the online advertising ecosystem, there is widespread confusion and misunderstanding about this fledgling technology. Jargon overload hasn't helped: "programmatic," "automation," "RTB" and other terms are tossed about willy-nilly. A new paper, the first issued by the nascent IAB Programmatic Publishers Task Force, aims to establish a common set of terms and definitions for the industry. The fact that in a post introducing the paper, Carl Kalapesi, director of industry initiatives at the IAB, chooses the term "crappy" to des [...]


Spider.io Floats New Ideas For The IAB To Address “Systemic Failures” Of Display Advertising

online-ads-video-laptop In a post calling out a recent study that showed huge percentages of online activity coming from suspicious sources as hyperbolic at best, detrimental at worst, Douglas de Jager, head of the traffic analysis firm spider.io, makes several suggestions for the IAB's Traffic of Good Intent Task Force to address the "systemic failures" afflicting the of display advertising industry. What Does "Suspicious Traffic" Even Mean? Prompted by my request to get his take on that particular study, reported on here, the spider.io post calls for a stop to "disingenuous scaremongering" by self-interested [...]


About That Data: Acxiom’s Experiment in Transparency Reveals How Data Can Get Stuck in a Time Warp

Roach Motel is a trademarked term owned by the Black Flag insecticide brand. I learned something about myself recently that I didn't know before. Apparently, I am a mother. This came as a complete shock to me. But according to Acxiom's foray into data transparency, AboutTheData.com, I am the proud parent of one child. And I'm a pretty scrappy and stylish single parent, too -- seeing as I only make $40K a year, but I drive around in an Infiniti convertible. Looking at these data, it makes sense that I constantly get advertisements for baby products, degree programs and golf clubs. In reality, I'm a decently paid, college-educated, childless woman that drives an SUV a [...]


Google Reportedly Looking To Replace Third-Party Cookies With New AdID

Google Logo - basic featured USA Today is reporting that Google is looking to upend the way the industry tracks online activity for advertising purposes. According to the newspaper, a source at Google says the company is developing an AdID, an anonymous identifier that would replace the third-party cookie as the industry's primary tool for tracking browsing activity and gathering information about user interests for ad targeting. The source, who spoke on condition of anonymity because Google has not made the plans public, told USA Today: The AdID would be transmitted to advertisers and ad networks that have agreed to [...]


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