Display Advertising Column
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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.
7 killer ad tips for YouTube & video
Looking to add video advertising to your marketing mix? Columnist Kevin Lee shares some advice for ways to take advantage of YouTube's video...
Google Display Network: An optimization and fraud-avoidance guide
Columnist Ratko Vidakovic highlights issues that can potentially arise during a GDN campaign and discusses ways to optimize your display...
Storytelling for action: Why brands need to tell a complete story
Are you putting meaning into the stories you tell? Contributor Peter Minnium explains why ads that capture the movement of a fully developed...
Avoid programmatic fraud with these strategic tips
Programmatic ad fraud is a looming problem for marketers, but contributor Soo Jin Oh lays out some strategies that can help you combat it....
Google hates obnoxious pop-up ads: Here’s why you need to look at the ads on your site
Next year, the search giant will roll out a Chrome browser version with built-in blocking of annoying and intrusive ads. Columnist Sherry...
P&G fought online advertising, and online advertising won
Procter & Gamble last month slashed its digital ad spend over bot concerns. But columnist David Rodnitzky says online advertising isn't broken,...
Tuning into podcast sponsorship, programmatic audio and native audio sponsorships
As brand dollars shift from traditional radio to digital media buying, columnist Kevin Lee explains how, just like in the early days of paid...
Google’s big gamble on ad blocking and why you should care
Google's plan to release an ad blocker for Chrome could affect a sizable portion of the display market. Contributor Blaise Lucey explains what...
It’s not just hype: Real changes to consumer behavior are driving adoption of data-driven creative
Contributor John Nardone takes a look at how consumer behavior has changed in the age of smartphones and multitasking and explains why...
Does branded content drive brand lift? New research takes an in-depth look
Contributor Peter Minnium dives into the results from a study showing that branded content truly works and has a positive impact both on...
7 Quora ads mistakes and how to avoid them
No need to reinvent the wheel. Learn how contributor JD Prater got things wrong with Quora ads so you can avoid these errors, as he shares his...
The 7 rules of respectful marketing
As more people implement ad blockers and brand safety takes on new urgency, columnist Lewis Gersh discusses how brands can put the customer...
Attributing affiliate value: Looking beyond consumer journey position
Columnist James Collins takes a look at how you can get the most out of your data to improve your affiliate marketing...
7 things marketers need to know about Google’s Smart display campaigns, direct from Google
Google rolled out Smart display campaigns in April. Columnist and Googler Matt Lawson answers some FAQs about these automated display...
The brand safety problem is bigger than the news cycle — and so are the solutions
Brand safety controversies emerge and then disappear again with the news cycle. But columnist Chuck Moran believes it's an ongoing issue with no...
The future (and present) of programmatic TV
Columnist Grace Kaye takes a look at the current state of programmatic TV advertising and predicts what we can expect to see within the next few...
The calm before the storm: Why media channels die quickly
Columnist David Rodnitzky takes a look at the decline of newspaper ad revenue and the current state of TV and asks what it means for the future...
Publishers: Tell your users what they’re getting out of viewing ads
Contributor Ben Barokas discusses how publishers can regain control over their inventory and build better relationships with their readers by...
Ad fraud detection: A guide for marketers
Columnist Ratko Vidakovic walks you through ways to detect the warning signs of ad fraud to help you eliminate it from your campaigns and boost...
4 reasons why digital context matters
In a digital and programmatic world, it's easy to lose sight of context. Contributor Peter Minnium explains why context matters and why it will...
