How programmatic can relieve sales headaches, when websites say “no thank you” to content-recommendation widgets, just what “viewability” is and what it means (right now), how publishers are changing their content distribution to ensure continued ad revenue, and how one big-time publisher is creating more demand for its ad space through content.
Here are a few highlights from some of the industry news we came across this week.
- Programmatic Is Ready To Deliver What Brand Marketers Want (MediaPost) — The article is related to publishers who find running direct sales as an expensive solution, and who may be looking for less-expensive alternatives through automation.
- Why publishers just say no to content-recommendation ads (Digiday) — Those “links you might like” widgets are all over the web, but some publishers deciding to ditch them as they evaluate revenue options and overall site features.
- How ‘viewability’ can save display advertising (VentureBeat) — A good summary of the discussion around viewability, and where the current definition sits between where publishers want it to be and where the ad buyers want ti to be.
- It’s Not You, It’s Me: Rules of How Publishers Can Avoid Ad-Tech Breakups (ClickZ) — The breakdown shows how publishers have had to (or need to) change their content distribution strategies in order to continue to experience good ad revenue.
- Purch, A Publisher Connecting With Consumers On Their Path To Purchase (AdExchanger) — How one publisher is using its content to increase demand for its ad space, a large chunk of which is sold programmatically