Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message.

Google Ad Review Center Gets Updated Interface, Navigation & New Ad Review Options

Google AdSense Logo Google announced yesterday on its AdSense blog that the Ad review center has been updated with a new user interface, navigation and added features. According to the announcement, users will now have more options for reviewing ads, including a "Show reviewed ads" checkbox, located at the top right of the Ad review center, that displays ads already reviewed. Google has also added a new ad size widget, allowing users to review ads by size: Another new feature includes an enhancement to the related ads feature. From now on, different ads containing the same logo or video will be g [...]


Reading Keywords’ Future In Interactive Marketing

shutterstock_120330325-crystalball If you think keywords have any place in the next-generation, digital marketing world, you’d be mistaken. If you haven’t taken notice of recent announcements about keyword restrictions, you really should take a minute or two and have a look. Right now, Google is moving away from providing third parties with the depth of data it once did. With the change, advertisers will be more dependent on Google itself for data. The once laughed off “never gonna happen to search ads” comparison to organic Not Provided is suddenly less funny. As is often the case, search marketers focus on wh [...]


Marketo Announces New Capabilities, Partnership With Acxiom For B2C Real-Time Personalization

Marketo Logo At Marketo Nation Summit, its annual customer conference this week, the company is introducing a new platform with several added capabilities and a big new partnership with third-party data giant Acxiom. The platform updates signal a market repositioning for Marketo as the provider of a powerful, yet simplified marketing platform - or more formally, a customer engagement platform -- that facilitates marketing automation, email and campaign management, real-time personalization and budgeting and planning. Jon Miller, VP, product marketing at Marketo discussed the market and Marketo's posi [...]


Bizo Aims To Scale Anonymous Visitor Nurturing, Extends Marketing Automation To Display & Social Ads

bizo-logo Marketing automation continues to move beyond email drip campaigns. Today, B2B audience targeting firm Bizo launched a new version of its Multi-Channel Nurturing solution aimed at scaling outreach to anonymous website visitors who don't provide contact information or sign-in during their visit, which can be more than 95 percent of visitors according to a SiriusDecisions Benchmark study. The solution extends nurture campaign targeting to display and social advertising. The initial version of Multi-Channel Nurturing, introduced in October 2013, was only available to Bizo and Eloqua customers [...]


Display To Eclipse Paid Search Ad Spend In 2016, Mobile Set To Become 4th-Largest Ad Medium

display-ad-featured Spending on display advertising will soon overtake paid search. That's according to ZenithOptimedia's latest global advertising forecast. With display advertising growing at 21 percent a year, it's expected to hit $74.4 billion in 2016. While paid search, which is experiencing 13 percent annual growth, is estimated to come in at $71 billion at that time. Zenith expects search to keep dominating this year, however, with search spend projected at $55.7 billion versus $ 51.8 billion for display. Programmatic buying is boosting the pace of expansion of display advertising, now the fastest [...]


Media Ratings Council Ushers In “Viewable Impression” As Currency Metric For Display Ads

Viewable Impression Ad Metric In a major milestone, after a year-and-a-half-long review process, the Media Ratings Council has lifted its November 2012 Viewable Impression Advisory for Display Advertising, effectively raising the start flag for publishers to begin selling digital display advertising based on viewable impressions. The announcement "means that—as of today—for brand advertising, agencies can and will expect guarantees on viewable display impressions. This means that one of the major obstacles to being included in brand allocations has finally been removed," wrote Sherrill Mane, SVP, Research, Analytics [...]


“Real Time” in Display Advertising Doesn’t Really Mean Real Time

shutterstock_129641315-clock A lot of nonsense is spoken today regarding "real-time marketing" and "real-time bidding," yet most of what is actually being bought isn’t really "real time" at all, and marketers need to know why that’s a problem. With the rise of the media exchanges came the separation of the media (the "where" to target) from the data (the "who" to target). The marketer was able to stop simply shouting their message at crowds, and instead became able to pick and choose the individuals they wanted to talk to. The promise was efficiencies unseen in marketing before. There is however a problem. Whils [...]


In-Image Advertising Primer From IAB Highlights 5 Powerful Case Studies

In-Image Advertising Example [caption id="attachment_77458" align="alignright" width="300"] Source: IAB[/caption] As the web moves to a more visual landscape, it's not surprising that advertisers are becoming more attracted to in-image advertising, and publishers are recognizing the untapped source of revenue their editorial images now hold. As it recently did with native advertising, the IAB has issued a primer on in-image advertising to help establish common terminology, best practices and offer examples of how advertisers and publishers are successfully employing this relatively new form of digital advertising. [...]


Do Publishers Have A Clear View Of Viewability?

display-ad-featured We recently surveyed comScore's top 250 publishers to get a sense of their attitudes and readiness regarding viewability. The survey, which came on the heels of our "Viewable Vendor Report," documented (among other things) the high level of importance agencies, brands and many of you assign to the viewability metric. It was startling, to say the least, to learn that some 83 percent of publishers claim to be educated on the issue, yet only about 50 percent said they planned on preparing to sell viewable impressions. That is a jaw-dropping delta between viewability perception and reality. [...]


The Sale After The Sale: The New Reality Of Selling Display Ads

shutterstock_124544959 In my current role leading the sales organization at Simpli.fi, I have the pleasure of interacting with all levels of media buyers representing local and national brands, advertising agencies, trading desks, publishers, ad networks and resellers. Predictably, the contacts making media-buying decisions within these companies span a broad range of age and experience levels. While no universal statement is true for every individual, I can confirm that those that buy online media today are genuinely confused. They are under a sales and marketing assault by vendor representatives that are often [...]


OpenX Pushes Programmatic Into Mobile Native Inventory With New Ad Exchange

OpenX_Logo_highres OpenX Technologies has launched a private real-time bidding exchange that caters specifically to native ad inventory on mobile devices. The exchange, called Native O|X, is meant to help app developers and mobile publishers buy and sell native ad inventory at scale -- and couples the two hot trends of programmatic and native for the first time. The ad units, injected in-stream among content, link to app stores available on users' devices. The inventory will be available to a pre-approved group of advertisers. “In speaking with OpenX buyers and sellers, it’s becoming clear that a funda [...]


Foursquare Opens Up About Using Check-In Data For Ad Retargeting, Revenue Generation

Foursquare logo Foursquare is now going public about its moves over the past year to sell its location data and deliver ads across the web and on mobile devices. As first reported and confirmed today in AdAge, the company's CRO Steven Rosenblatt says it has been working with DSP Turn for the better part of a year and added mobile inventory last fall. Foursquare is selling the ads directly via its 30-person national sales team, buying on the ad exchanges via Turn and then selling to brands and agencies on a CPM basis and pocketing the difference. Foursquare's location data -- captured by check-ins at rest [...]


WTF Is Tag Management? Do You Really Know, Or Just Think You Do?

data management In last month’s column (WTF Is A Cookie, Anyway? Do You Really Know, Or Just Think You Do?), I covered the basics of cookies and touched briefly on the idea of tag management. This month, I am going to dive deeper into those tools and explain why you should consider this as an option for your site... or not. Let's start with a definition. What exactly is a tag? A tag is a chunk of code -- often JavaScript -- that performs a given task on your site. Here's an example of a retargeting tag (click to enlarge): Tag code can be meant to gather analytics data, or to cookie a site visitor you [...]


Yandex And Google Partner To Open Up RTB Display Inventory

Yandex Google Display Inventory Partnership Yandex, Russia's largest search engine, has announced a new partnership with Google that will open up display inventory to their respective advertisers. Google's DoubleClick clients will gain access to the display ad inventory available on the Yandex Advertising Network. Likewise, Yandex advertisers will be able to enter real-time bidding auctions on the DoubleClick AdExhange. The companies say the inventory overlap is minimal. "Google and Yandex complement each other in terms of user data, audience-targeting and bid-optimisation, with Yandex’s machine learning technology MatrixNet prov [...]


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 [...]


AdStage Adds Optimizely And Other Ad Solutions To App Suite, Launches New API For Marketing App Devs

AdStage AdStage, which launched just last year, is aiming to loosen the grip Marin, Kenshoo and Adobe have on ad management by giving SMBs self-serve access to an ad management platform and third-party advertising tools. Advertisers can create and analyze campaigns across a suite of networks including Google, Bing, LinkedIn and Facebook  simultaneously and plug into a number of advertising tools including ReTargeter, Unbounce, MixRanks and ThinkStock through its app system. This week at LAUNCH festival -- where it won "Best Business" last year --the company announced the addition of new tool prov [...]


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 [...]


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