How MTVNews, Refinery29, Elite Daily and Thrillist move at the speed of...
The demand for short-form video distributed over myriad platforms—Facebook, Instagram, Snapchat, Vine—has lit a fire even under the ecosystem’s fastest digital producers: publishers. How fast are they?...
View ArticleWith programmatic partners, two’s company, but when is it a crowd?
Dear PulsePoint, I thought my new partner could give me everything I needed. I was naive. Sure, it was great at supplying me with basic display, and it even opened my eyes to mobile. But while that was...
View ArticleThe new programmatic arsenal: How Turner, The Economist are beefing up their...
Premium publishers and broadcasters have been long aware that programmatic sales is an integral part of their ad strategy. Turner, for instance, has been more heavily focused on aligning its direct and...
View ArticleFor holiday marketers, the best gift of all is engagement
by John Snyder, CEO, Grapeshot What are your plans for the holidays? Are you going with the full Clark Griswold experience or something more sedate? What about gift buying? Do you see Black Friday as...
View ArticleThe Hillary Clinton Campaign’s microsite and four other interactive content...
Brands are increasingly turning to interactive formats to make their content marketing campaigns stick. Whether they’re making quizzes or investing in virtual reality, brands now know that active...
View ArticleLost in translation: The journalist’s guide to agency speak
As industry gurus are fond of saying, everything is content. Branded content shops are popping up everywhere to ensure that the web is in no short supply, and more and more journalists make the...
View ArticleThe political data game: How first-party data shaped the 2016 election
Tomorrow Americans will vote in an historic presidential election featuring two of the most unconventional candidates ever to grace the national stage. If you strip away the surface you’ll find that...
View ArticleHow MeetMe is growing its audience while growing its revenue
Tim DuBois, Director, Mobile Platform Partnerships, AppNexus Today’s marketplace is not short on social discovery apps, as a growing number of wedding announcements detail the right swipes and chat...
View ArticleVertical first: How brands should actually be making mobile video
Creating video for mobile used to be an exercise in repurposing horizontal video for vertical platforms. Now, with mobile as the first screen for most viewers, the logical next step is for brands to...
View ArticleHow The Guardian moved from the old world of media to the new world of...
by Nigel Gilbert, VP Strategic Development, AppNexus As the internet and digital advertising have matured to become increasingly programmable the relationship between technology, data and human...
View ArticleHow brands are using fictional tales to foster real-world engagement
Once upon a campaign, a big, popular brand was tired of having to choose from the same old marketing channels. The latest social media sensation was too hot. Television was too cold. But then the brand...
View Article‘That’s how I got to run an agency’: Creative execs on how business smarts...
In my last column we talked about the line that divides the agency world between “suits” who run the business and the creatives who solve clients’ toughest business problems. That line is rapidly...
View ArticleFour ways publishers need to be digging deeper into revenue optimization
by Tim Sheets, VP of Monetization, OpenX With programmatic making up the lion’s share of many publishers’ digital revenue, it is even more important for publishers to dig deeper into yield...
View ArticleHow anticipatory analytics would have saved the Death Star
by Rishi Dave, chief marketing officer, Dun & Bradstreet A long time ago in a galaxy far, far away, the universe was controlled by a powerful military force known as the Galactic Empire. During the...
View ArticleFirst-party data 101: How self-declared data boosts performance, quality, and...
There’s a revolution taking place in digital marketing. For all its virtues, digital has largely been a discipline based on probabilistic targeting. Marketers track cookies, drop pixels, and craft...
View ArticleThe native ad cheat sheet: What works and why
Advertisers now have many options when it comes to native. According to the IAB’s Native Advertising Playbook, the six most commonly used native ad formats include in-feed units, paid search,...
View Article‘Just do work that feels good’: Calling bullshit on bad agency advice
Agency founders love to give advice. The creative trades are awash in wisdom from successful CEOs and CDs who launched businesses, seemingly on a wing and prayer, and found success by “staying true to...
View ArticleWhat Dollar Shave Club knows about turning content into customer loyalty
“I have always believed in the power of videos to tell stories,” says Michael Dubin, Founder and CEO of Dollar Shave Club. At first glance, you wouldn’t suspect that a sentence like that to be...
View ArticleBrands to grab a beer with: Four native roles brands can play in 2017
by Shaul Olmert, CEO, Playbuzz Today’s consumers don’t want to be advertised to. But they love their digital content, branded or not. It’s no surprise then that native advertising has become the...
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