Category: Content Marketing

Marketers Believe Research and Case Studies Are Their Target Audiences’ Most Trusted Content

Three in 5 of the 300-odd B2B and B2C marketing influencers surveyed for the report identified research/case studies as one of the types of content most trusted by target audiences. Despite the success marketers seem to be having with their content marketing engagement strategies, they are not without their challenges. Read More: www.marketingcharts.com

Does Behavioral Targeting Make Publishers More Money?

Does behavioral targeting make publishers more money? That’s a huge question with many potential ramifications, most significantly the conversations about government regulation of user tracking. There has been tremendous change in the industry over the last three years, including Safari’s Intelligent Tracking Prevention, the EU’s General Data Protection Regulation, the migration to first-price auctions, overall programmatic growth of more than 50%, the rise of header bidding, exchange bidding and countless other shifts that impact cookies, targeting and demand. Read More: adexchanger.com

Header Bidding in 5 Charts

The way publishers and advertisers approach programmatic has changed significantly since header bidding debuted. Although certain iterations of header bidding can make it easier for vendors to hide pricing tricks, ad operations professionals seem optimistic about header bidding’s ability to bring greater transparency and ad quality to the space. Read More: www.emarketer.com

WSJ buys into weak methodology.

BEHAVIORAL AD TARGETING NOT PAYING OFF FOR PUBLISHERS, STUDY SUGGESTS: In one of the first empirical studies of the impacts of behaviorally targeted advertising on online publishers’ revenue, researchers at the University of Minnesota, University of California, Irvine, and Carnegie Mellon University suggest publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn’t. The shift toward behavioral targeting has come along with two other trends: the emergence of the Google- Facebook duopoly, which in 2018 accounted for 58% of U.S. digital ad spending, according to eMarketer Inc.; and the stalling of digital display ad revenue growth for many digital publishers. Read More: www.wsj.com

Private Marketplace Ad Spend To Soon Exceed Open Exchanges

Open exchanges are public real-time bidding auctions that are open to all buyers and sellers. In short, PMPs can act as an effective midway point between open exchanges and traditional, direct ad buys on premium publisher sites – coupled with the scalability and cost-efficiency offered by programmatic ad buying. Read More: www.marketingcharts.com