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 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...
Programmatic is an amazing tool for branding. Here’s how to use it.
If you've been reserving programmatic display for your performance campaigns, contributor Grace Kaye encourages you to expand your horizons....
Programmatic performance marketing (aka affiliate marketing) questions and answers
Contributor Kevin Lee takes a close look at affiliate marketing and how it fits into the programmatic advertising space....
Brands strive for authenticity as audiences turn a skeptical eye toward ads
Brands attempting to be "real" and "human" often make missteps that get them in trouble. Contributor Peter Minnium explains why this is...
Why you should be using programmatic native ads
Native ads have so much potential that I don’t believe is being explored enough today. True, they may not seem all that interesting if you...
The price is right? Let the data answer that
Contributor David Dowhan says now that programmatic advertisers have nailed audience targeting, it's time to apply the same array of data to bid...
Why are marketers talking about taking agency services in-house?
Contributor Rob Rasko explores the phenomenon, explaining how and why the brand/agency relationship needs to evolve....
