Following the deprecation of the cookie and changes to user privacy policies, advertisers are actively seeking out innovative solutions to maintain ad relevance. Based on its history of driving performance without the need for cookies, contextual targeting is eliminating media inefficiencies by ensuring advertising investments are delivering in suitable contexts. Programmatic media is efficient at maximizing reach and..
“The internet has dramatically expanded the modern marketer’s tool kit, in large part because of one simple but transformative development: digital data” (HBR) This evolution of marketing has happened at great speed, and cost—primarily to consumers. The too-often unchecked use of data has resulted in significant changes to browser controls, and privacy regulations that protect the consumer. Of course, marketers have gotten..
The events of 2020 have shown advertisers and brands undeniable proof that the way we’ve done advertising for years has limitations that impact the effectiveness of ad campaigns. The legacy brand safety practice of blocking is an all-or-nothing approach that reduces available impressions on high-quality content that actually is safe, as we found in the early days of the pandemic. Shifting focus from safety to suitability The..
The internet has made it easy for anyone who wants to build a platform to share ideas and information as ad-supported content. While this is generally a positive development, it also presents brands with the challenge of ensuring they aren’t funding harmful content. So, while behavioral targeting and automation have expanded the opportunities available to brands, these advances came with a need to address brand safety. The use of..
Every day brings us closer to the time when cookies aren’t an option for advertisers anymore. The news of cookies going away isn’t all bad, though. After all, cookies have their fair share of problems in terms of relevance for consumers. Just about everyone has a story like one of these: You buy something and then see ads for the item you’ve purchased all over the sites you visit for days or weeks. You buy a gift for someone—let’s..
This year has been intense when it comes to news coverage, especially with so much reporting around the pandemic, politics, and protests. The sensitive nature of these news topics has made advertisers particularly reticent about placing ads on news content. We saw it in the early days of the pandemic when blocklists were used to protect brands from negative coronavirus stories. The challenge with this avoidance approach is that..
In the world of digital advertising, during times of crisis, there’s a predictable pattern where advertisers go into protection mode to preserve brand safety. The response is understandable, especially given the very real human concerns associated with the current coronavirus (COVID-19) pandemic. You want to be sensitive to what’s happening, which usually involves a significant shift or reduction in advertising. Recently, our partner..
Peer39 and NewsGuard have teamed up to help. The internet has democratized publishing to the point where anyone can purchase a domain and spin up a website with no real oversight to what they’re publishing – and that ease extends to social media. In March 2018, MIT released the results of the largest ever study on fake news. The findings showed that on Twitter, the falsehoods made the rounds faster than authentic news stories.
Advertisers can buy News category inventory with knowledge that ads only appear on pages from trusted, legitimate news media NEW YORK, April 02, 2020 (GLOBE NEWSWIRE) — News content accounts for nearly one out of every five targetable ad impressions online, creating a clear opportunity for advertisers looking to reach engaged consumers. Yet for all of the legitimate content available, fake news remains a scourge on the internet, with..
The outbreak of coronavirus and its pandemic status have had an abrupt progression in the news. Since January, we’ve seen the topic evolve from regular updates on news about somewhere else in the world to become the overwhelmingly dominant story in every country. This massive growth in volume of coverage has created a backlash among advertisers who are responding by creating comprehensive block lists of terms related to the virus..