Authors Posts by John Swartz

John Swartz

John spent 10 years in print and broadcast news media before coming to Technorati, where he leads marketing communications, social and editorial strategies. Follow him on Twitter @swartzdesk.

Some are already hailing private marketplaces as the "future of programmatic," while others are lamenting their growing pains. There are "big changes" coming in the world of ad fraud. This viewability stuff needs to get sorted out, because there are some killer metrics waiting.

Major talking points this week involved the continued uncertainty around the transition to a viewability standard, the absolute certainty around the growth in spending expected across the programmatic landscape, and what publishers are going to have to be ready for to be successful going forward.

Many companies who would represent or buy your ad inventory have a one-strike-and-you’re-out policy, and there are no "review boards" to petition if your site gets blacklisted from the various marketplaces/networks.

As if you need another reason to steer clear of easy traffic boosts, have you taken a look at some of these services that promise to deliver those massive chunks of “real” users to your website in return for chump change.

More publishers are getting involved in the buying ads, both for education as well as marketing their own content. As turns out organic search is still responsible for the lion's share of website traffic as well as a sizable portion of publishers' revenue. There are more calls for ad-tech transparency, and a malware attack was spotted.

Publishers are tackling the issue of viewability with big-time data, and they are forging partnerships to see help in doing just that. On the...

During the "Publisher Fireside Chat" at the recent Programmatic I/O conference held by AdExchanger, the discussion turned to that of open auctions. Are they...

This week, we're looking at another serious player in the publishing game that's gotten bitten by the programmatic bug. There's also more ways you...

As publishers jockey for their piece of the pie, more often they're optimizing their online platforms to take advantage of increases in digital spending -- specifically in programmatic.