An industry that’s evolving comes with it many other evolutions as well — how we think and talk about things, how solve new problems, how we solve old problems, and how sometimes it’s preferred to just stick to what you do best. Here’s a roundup of headlines from this week that covers changing terminology and strategies and a company changing its strategy and focus. There’s also a bit on what we can learn from windows (the real ones, not the OS).
- The New Premium: How Programmatic Changes The Way Advertisers Value Inventory (AdExchanger) — As any industry grows and evolves, so does its terminology. In terms of the online advertising industry, one of those evolving terms is “premium inventory.” Previously tied to channel and content type, the term is more often being used in reference to the audience sitting in front of those impressions.
- How Rampant is Online Ad Fraud? (Wall Street Journal) — comScore released data this week that indicates a majority (but not all) of the online fraud is tied to the bottom 20 percent of ad campaigns. This would seem to support the theory of fraud being at least somewhat avoidable if you work with the right partners.
- Ad blocking software is on the rise, and that has major implications for digital media (Business Insider) — Users don’t want to pay for all the content they consume online, and a growing percentage of them are taking steps to avoid the advertising that supports the content they consume at no cost. This has those on the buy and sell sides trying to figure it all out.
- SAY Media Unloads Its Websites to Focus on Tech (AdWeek) — Being a publisher isn’t easy. Being a tech company isn’t easy. Being both is proving to be pretty impossible. Focus on what you want to do, and work with trusted partners for the rest.
- What I Learned About Programmatic From Buying Windows (MediaPost) — We’ll close off with a fun one. Here’s a tale of how an off-the-clock experience taught an ad-tech executive a thing or two about what he does for a living.