Ad-news For Publishers

Things we learned this week:

Google may tighten their hold on the ad industry with a new alternative to cookies. New research suggests this may be irrelevant as most online ad-targeting data is inaccurate, for example getting a person’s gender wrong 35% of the time. In the meantime publishers are continuing to move towards automation of ad sales, but hedging their bets by comparing performance to human sales teams. Here are some of the things we learned this week.
A Google Cookie Replacement Could Upend Online Advertising
“Publishers and others worried about the decline of cookies, the web’s foundational technology for targeting display advertising, may welcome an effort by Google to come up with a replacement. But such a move would also drastically grow the search giant’s grasp on the industry.”

via Adage

Online Data: Cheap, Plentiful, Inaccurate

“Web data, we’re told, is the new oil. There’s gushers of it out there, and it’s changing media. Thanks mainly cookies, autotomotive advertisers reach only those people in the market for a new car; insurance providers market to would-be homebuyers; and dog food manufacturers can target only those with pooches.”

via Digiday

It’s Human vs. Robots in Ad Sales

“The ad tech world recoils at the notion that the move to automated ad systems means replacing humans with robots. But that prospect doesn’t mean there won’t be some bare-knuckles competition.”

via Digiday

Advertising Group Pulls Out Of Internet Tracking Negotiations

“Every time negotiations between the advertising industry, Internet browsers, and privacy advocates appear to have hit a nadir, new developments reveal that a “Do Not Track” standard is even further out of reach than previously thought.”

via Business Insider

Agencies: Publishers Need to Embrace Automation Faster

“The volume of media online publishers and platforms sell using automated technology instead of their human-powered sales teams continues to grow, but ad buyers say it’s not growing quickly enough.”

via Digiday

The Definition of Advertising Has Never Been More Unclear

“For most of the past 100 years, if a marketer said he needed a new advertising campaign, everybody knew what that meant. The machine turned on.”

via Adweek

Storytelling Ads May Be Journalism’s New Peril

“When the guy who ruined the Internet with banner ads tells you that a new kind of advertising might destroy journalism, it tends to get your attention.”

via NY Times

The Pageview’s Days Are Numbered

“We’ve all clicked on an enticing link only to find that it leads to a 100-page slide show. So we half-heartedly click through a couple of slides before closing the tab in frustration.”

via Digiday

PubMatic to Hire 100 to Meet Demand For Private Ad Exchanges

“PubMatic, an ad technology company which caters to publishers, is planning to hire an additional 100 people before the end of the year to meet growing demand for so-called private ad exchanges.”

via Adage


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