Some of the more common characteristics seen in the early stages of new adtech include big investments in sales by adtech vendors, experimentations by marketers with limited successes, and opportunistic practices impacting the ROI of advertiser dollars. Thankfully our programmatic marketplace is starting to see its way clear, understanding that control of media buying, transparency of marketing practices, and the management of owned data, are all achievable marketing opportunities.
A meeting place for leading digital voices
We have been talking about viewable impressions in the digital ad industry for some time now, in April I provided a local take on the issue. Over the last six months much work has been done locally and in the U.S. with technology vendors, publishers and agencies on this issue.......
There's been a lot of hype recently about the arrival of Beacon technology.
Embracing communication at a micro-location level, Beacon technology will be key to enabling publishers and marketers to improve their relevance to consumers.
Although the technology behind Beacon – Bluetooth Low Energy (BLE) – has been in development for......
The IAB Standards & Guidelines Council, originally convened in 2009, continues to lead the way in indentifying and evaluating the needs of the Australian Online Advertising industry.
We spoke with a few of our council members about all things digital - from native advertising to viewability:
There's little point in spending money on advertising that people can't watch. Yet data from the US shows as much as half of all ads served are not viewable. Adap.tv's Mitch Waters explains why pre-bid data is needed to ensure advertisers are seen and heard.
Recent advancements in digital reporting technology now allow advertisers to report and optimise digital campaigns based on visibility. Simply, ad visibility is a metric that indicates how much time on average an ad placement was visible to consumers.
If you work in digital advertising, the big news around the traps last week was that the U.S. Media Rating Council (MRC) lifted its Viewable Impression advisory, giving publishers and agencies the go-ahead to begin transacting based on the previously adopted metric: an online advertisement impression should be 50% of......