Why Publishers Are Shifting Focus to Engagement Metrics Over Pageviews
Metrics is one of those words… one of those soulless new media words… Modern. Mechanical. Menacing. Say it out loud three times and you risk being forever haunted by a [...]
What I Learned at I-COM About Cookies, First-Party Data & the Fight Against Fraud
For those of us in the media/data/research ecosystem, one of the best ways to geek out is to attend the annual I-COM conference, a global forum on marketing data measurement. [...]
Ad Targeting Alone Is Not Enough: Advertisers Need Appropriate Context
The recent brouhaha surrounding Google’s inability to provide 100% assurance that brand advertisers won’t find their ads adjacent to objectionable content is just a dramatic manifestation of a long-simmering problem. [...]
This Digital Privacy Company Is Using Twitter Ads to Stalk People Who Have Guns or STDs
Performance Marketing
Nobody likes to be tracked on the Internet, but certain people especially don't like to be tracked—and a digital privacy firm is trying to take advantage of that.
Marketers Can Now Run Studies to See How People Respond to Their Mobile Ads
Performance Marketing
Outside of juggernauts like Facebook, marketers have struggled for years to deem mobile advertising effective, largely because smartphone-size campaigns lack the same measurement and targeting capabilities desktop advertisers expect.
News Startups Like ‘LittleThings’ Are Trying to Tackle Viewability Early
Performance Marketing
The issue of viewability, online ads people can actually see, is the cause of much Sturm und Drang among publishers and advertisers these days, but a new wave of media [...]