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“Nobody goes there anymore, it’s too crowded.”
One of Yogi Berra’s finest quotes. But the truth is that a crowd can signal a good time. If a whole lot of people showed up, there must be a good reason!…
Marketers weigh the pros and cons of programmatic
The programmatic display advertising marketplace in the U.S. will total $22 billion this year, up nearly 40% compared to 2015, According to eMarketer. Perhaps more importantly, these kinds of media buys will account for more than two thirds of the entire U.S. display marketplace.
DCN’s recommended reading: week of October 6, 2016
Some of the best media industry stories from around the web: Ad Age | Location Tracking and the Trouble With ‘Opting In’ (3 min read) The Wall Street Journal |…
The case for working with Facebook instead of railing against it
Facebook has become “public enemy number one” for journalists, not to mention a “giant that may eat us.” And that’s just the Facebook business model of accumulating a massive global audience and then serving targeted ads to them in the news feed and videos—while controlling who sees what and deciding which content should be censored. And yet I remain optimistic that Facebook is far from public enemy number one for publishers, journalism or democracy. It makes absolutely no sense to call out the platform for its errors without also trying to help make it better.
Brands and agencies struggle with the pros and cons of walled garden advertising strategies
In what seems to be a timely intersection with the furor over rebates, fraud, and lack of transparency in the online advertising community, a recent survey conducted by Deloitte, Industry Index, and Flashtalking highlights the increasingly volatile but interdependent relationship between the biggest advertisers and walled platforms – namely, Google and Facebook. The report, “Confined by Garden Walls,” illustrates the disconnect between what clients want from their advertising platforms and what they can expect to get.”
360 degree video pushes VR into the mainstream
Go to any conference these days, and you are bound to see some virtual reality (VR) on display. In reality (if you’ll pardon the expression), despite its massive cool factor, VR is still very much in its infancy. However, one type of VR called 360 degree video is entering the mainstream, and introducing the promise of virtual reality to the masses.
DCN’s recommended reading: week of September 29, 2016
Some of the best media industry stories from around the web: ProPublica | Breaking the Black Box Episode 1: Facebook (2 min listen) CJR | Facebook is being taken somewhere…
Publishers need automation, too
For years, publishers have been at the mercy of advertiser demands, who’ve forced the digital publishing industry to adapt to big changes that dramatically affect their bottom lines. Unfortunately, they’ve done so without the technology or automation to help make it happen (although header-bidding just may be the big exception to this). As a result, they’ve seen serious risks to their yield.
Facebook: When the fox guards the hen house
The Wall Street Journal reported that Facebook has been overestimating the time spent on its highly-lucrative video programming for two years. After reading it, we thought it would be relevant to share the transcript from a panel our CEO Jason Kint moderated on Wednesday at the Conference on Time and Attention in New York City. On the panel were three premium publishers and Facebook’s Head of Sales for North America, Erwin Castellano.
Mid-roll ads take off in the video boom
When you look at what’s driving digital growth, the results are clear: Video ad spending is increasing by double-digital percentages, and will comprise 14.3% of all digital ad spending this year. Next year it’s projected to rise to 15.1%. And spending on mobile advertising, including mobile video, will grow by 45% this year to reach $45.95 billion. That’s more than half the amount projected for TV advertising (which eMarketer anticipates will reach $71.29 billion). Of course, these numbers only underscore what’s already obvious to the industry, which is that monetization from video is a must.
Getting the whole story on ad blocking
It’s hard to read about ad blocking without seeing just one side of a complicated story. On one side, web ads have a malware problem, and a fraud problem, and the long-running paradox of why the most targetable ad media are the least valuable and the most blocked. Web ads clearly need some serious help. For users, running a wide-open browser that leaks personal data and accepts risky scripts is not a realistic option.
DCN’s recommended reading: week of September 15, 2016
Our recommended reads from around the web: Wall Street Journal | Adblock Plus is Launching an Ad Exchange (4 min read) Digiday | Confessions of an ad tech veteran: ‘Publishers need to audit their…