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Digital Content Next


Facebook tries to revive messenger bots

April 20, 2017

By Michelle Manafy, Editorial Director - DCN

Weekly insights into the business of digital content


Less chat, more info: Facebook tries to revive messenger bots

At its annual F8 conference last year, Facebook executives touted the rise of chatbots. However, the lack of strong AI, and lack of awareness by the public, left many doubtful of chatbots’ ability to fulfill the hype. This year, Facebook is shifting gears on its approach to chatbots with the announcement of “group bots” within Messenger, a new Discovery tab for bots and more commands related to bots in Facebook’s virtual assistant M. But it looks like the social giant must also do some inward scrutiny — and involve marketers — to get users on board in much bigger numbers.

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Agencies and the ad quality quandary

There’s no denying that two major phenomena are reshaping the existing digital advertising supply chain: Accountability is being pushed upstream and brand advertisers are making their feelings about the ad ecosystem clear. As the digital ad ecosystem evolves, agencies and media buyers need to re-establish trust with both consumers and advertisers. The first step is adopting industry best practices and standards for ad quality and security. This includes being judicious about audience data collection activity and keeping abreast of the ever-evolving guidelines for a plethora of ad formats.

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How BuzzFeed, The New York Times, Hearst, The Atlantic and Quartz define native advertising

Demand for native campaigns and content has never been higher. Thousands of advertisers are purchasing native ads each month, many for the first time. As native adoption and demand have exploded, formats have also broadened – from native “editorial” to programmatic native and beyond. With so much complexity in this area, it is helpful to learn how today’s top publishers defining and committing to native.

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It’s time to take action against ad fraud

Digital ad fraud – which encompasses everything from fake clicks to compromised viewability and increased brand risk exposure – has been an issue for marketers for several years now. But it isn’t something marketers want to spend too much time thinking about, and for good reason. Wasted advertising dollars, unsavory marketing tactics, and a legitimate degree of helplessness fix the issue makes for unpleasant conversations.

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