Display Advertising Column
Targeting, optimization and creative are just a few of the topics tackled in Marketing Land’s Display Advertising column. We’ll also discuss media buying — ad networks, big publishers, real-time-bidding (RTB), retargeting and demand-side platforms (DSPs) — to help you get the best bang for your buck from your display dollars.
How long will the brand safety conversation continue?
Every brand will have a nuanced definition of a safe online environment and that's where the complexity of this topic...
Hooked on a feeling: The forgotten factor in online advertising
We're stuck using outmoded concepts such as segmentation and demographic groups, when what marketers should be seeking is a prospect's mood or...
Tips for using the new Google Ads interface
There's more clicking in the new interface but the actionable data for speed and mobile friendliness is a big...
Why you should embrace a full-funnel strategy for programmatic display
Conventional wisdom may say that the classic marketing funnel is outdated, but the funnel is still your friend. Here's why....
Video advertising’s bright future and what you should be doing now
Addressable TV will soon be a vital part of any media plan, so dip your toe into the water now....
The power of disruptive digital narrative
The key to creating more engaging online stories may be letting your audience fill in the...
How marketers cope in an increasingly-skippable advertising environment
Are skippable ads the inevitable future or the beginning of the end? Here's how advertisers fight to remain relevant in a world where audiences...
Exclusive: Survey shows social media poised to capture holiday ad spend
Wondering if you should advertise on Facebook and Instagram this holiday season? Survey says - yes! Here's a sneak peek at how 260 business...
4 lessons learned from 200,000 Amazon beauty, personal care product pages
What drives consumers to add personal care products to their Amazon carts? Here are four unique ways to motivate consumers to shop this...
Here’s why you should crowdsource your programmatic creatives
Maybe you've experimented with influencers or user-generated content, but have you ever employed user-made-creative in your advertising...
The science of storytelling
The importance of storytelling has become universally accepted in today's marketing world, but why does it work so well? Contributor Peter...
Improving the customer experience means getting search right
As consumers search from more places than ever before, it's vital that marketers deliver experiences that perform. Contributor Jim Yu shares...
Winning the social media marketing game
Contributor Peter Minnium explains how connections are formed on social media, the purpose of these connections and how they can be leveraged to...
Should marketers own programmatic accounts as they do with SEM & Social?
Contributor Kevin Lee discusses the pros and cons of large brands bringing some elements of programmatic media...
SMX Advanced recap: Audience targeting in a privacy-centric world
Contributor Keri Morgret recaps a session covering new developments in audience targeting and how tracking changes will affect the way you use...
Here’s how to use custom intent audiences in your GDN campaigns
Contributor Grace Kaye walks through the process of creating custom intent audiences and offers tips for getting the most out of the capability....
The five facets of media
A lot has changed in the media world in recent years, but contributor Peter Minnium explains how some aspects of the media experience remain...
How dynamic creative will (finally) reach the tipping point
Despite widespread agreement about the benefits of dynamic creative, it's never really taken off in display. Contributor Joe Sabol explains why...
Native isn’t display. Stop treating it like it is.
Contributor Casey Wuestefeld reminds programmatic native advertisers that context is key to realizing this format's potential....
Steering digital messaging with behavioral science insights
Contributor Peter Minnium explains how brands in the information overload era can appeal to the basic human processes that govern...
