Digital Media Buying

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In-House Analytics Platforms Help Data-Obsessed Agencies

Apr 18, 2019

One way marketers can get a more clear view of their customer’s journey is by creating a data warehouse that centralizes marketing data across various channels, said Chris Wexler, senior vice president of media and analytics at ad agency Cramer-Krasselt.

Driven by Social, Native Accounts for Nearly Two-Thirds of Display Ad Spend

Apr 16, 2019

We forecast that native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017. But the bulk of native ad spend will go to social media platforms.

Should Ad Agencies Embrace Audits?

Apr 16, 2019

Brands are auditing their agencies to verify how their businesses operate, but some agencies have pushed back against audits. Ali Plonchak, managing director of digital strategy and integration at ad agency Crossmedia, said that agencies should embrace audits because they facilitate transparency, which brand clients demand more of.

Awash in Data, Marketers Still Find Ad Targeting Capabilities Lacking

Apr 11, 2019

The push for more effective ad targeting remains one of marketers’ chief occupations. More than half of client-side marketers surveyed by Econsultancy and Adobe said leveraging data for more effective segmentation and targeting is among their top three organizational priorities this year.

Advertisers Spend More on Native, but Favor the Same Formats

Mar 18, 2019

The typical native display ad is mobile, social and purchased programmatically—and that’s not expected to change over the next couple years, as the native ad market continues organic growth.

Who Cares About Brand Safety?

Mar 10, 2019

Brand safety is a serious concern for 60% of the ad industry professionals GumGum and Digiday surveyed in November 2018. But that’s down from 90% in 2017.

Agency Pros Say Fraud Is Biggest Threat to Their Budgets

Feb 22, 2019

In a poll conducted by ad measurement firm Integral Ad Science (IAS), 69.0% of agency executives say that fraud is the biggest hindrance to ad budget growth, compared with more than half (52.6%) of brand professionals who said the same.

How Data Science Is Changing Marketing Attribution 

Feb 14, 2019

Some marketers turn to data scientists as they look to improve their ad measurement and digital attribution capabilities.

Does OTT Have an Ad Fraud Problem?

Feb 04, 2019

Over-the-top video inventory demand is very strong, but the supply of impressions is limited. This has created an opportunity for fraudsters to trick advertisers into buying inventory that does not really exist.

How Are Marketers Successfully Shaking Last-Click Attribution?

Jan 31, 2019

The inaccuracies of last-click attribution are well-documented, yet many marketers still rely on it.

How Will TV Advertising Become More Data-Driven?

Jan 28, 2019

TV ad buying is unlikely to follow the real-time bidding model that became popular with digital advertising. However, many TV advertising tasks—including reporting, creative placement and measurement—are likely to become more automated.

How Marketers Are Altering Their TV Attribution Strategies

Jan 22, 2019

As TV advertising becomes more digitized, marketers are turning to more sophisticated attribution models.