Why images are the next frontier for ad targeting, Incognito no more: The Boston Globe's tightened paywall pays dividends, WTF is RTB 3.0?, My Email Subject
| Bleacher Report's "Game of Zones" show has become a vital part of the publisher's efforts to create entertainment video series since its debut in 2014. Now in its fourth season, episodes are garnering 1.1 million views on YouTube on average. As digital media transitions from a primarily text-based medium to a visual-led one, brands like Coca-Cola, Nike and Jaguar are using photos and images for ad targeting. Since The Boston Globe tightened its paywall and reduced the number of articles site visitors can read in 45 days without paying, the number of people who subscribe after hitting the paywall has tripled. An Interactive Advertising Bureau Tech Lab working group is designing new procedures to bring more clarity to the digital ad-supply chain, called RTB 3.0. Three members of the group break down what it is. "The one to watch": To the chiefs of the world's largest agencies, telecoms and broadcasters, Amazon appears to be the most likely candidate to turn the duopoly into a troika. Tonight is the final deadline to submit to the Digiday Signal Awards, honoring the best in advertising and marketing technology. Submit here in five clicks. It's time to improve your process and increase productivity. Download this on-demand webinar to learn how FCB optimizes their project management process. Sponsored by Workfront. |
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| Sahil Patel “Game of Zones,” an animated parody of the NBA and “Game of Thrones,” is one of Bleacher Report’s most popular shows. |
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| Tanya Dua A number of brands, including Coca-Cola, Nike, Jaguar, Sea World and Ripple Foods have started using images to both segment and target their audiences. |
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| Sponsored Content Nativo The "reach at all cost" philosophy of programmatic buying is exacerbating many long-standing problems with digital. The flip side of the coin is the "fill at all cost" philosophy of programmatic selling, which is equally troublesome. Together, both sides are complicit in putting the very ecosystem that supports their businesses at risk. Sponsored content by Nativo |
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| Lucia Moses Since the Globe cut back on the amount of articles people can read for free, the number of people who subscribe after hitting the paywall has tripled. |
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| Ross Benes An IAB Tech Lab working group is designing a new protocol to bring more clarity to the byzantine digital ad-supply chain. |
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| Sponsored Content Grapeshot Mobile display advertisement spending in the United States is projected to reach almost $45 billion by 2020. To meet their consumers, publishers and platforms are becoming mobile-first even mobile-only. Get the imperative for mobile context guide. Sponsored by Grapeshot. |
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| Sponsored Content OpenX Programmatic has changed the way buyers and sellers trade inventory, but publishers still want more certainty about revenue and buyers still want more access to data about their audiences. To offer the best of both worlds, real-time guaranteed evolved as one of the many variations of programmatic tech. So, WTF is real-time guaranteed? Get the guide. Sponsored by OpenX. |
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