Online Ad Publishing News: Blocking, Programmatic, Time-Based

The companies behind the latest online ad publishing headlines include DCN, Trinity Mirror, and the Guardian

To create the perfect online ad, marketers and publishing companies must consider a multitude of factors. Which metrics to key, where to place the ad, when to deploy it, how to present it, why people might be attracted to it. And these factors are not static – they shift with the industry’s whims.

This, in part, is why we put so much stock in the SEA method of selling digital advertising – scarcity, exclusivity, and alignment. These attributes never go out of style. But in the modern publishing world, there are so many innovations swirling that it’s not enough to make promises –you have to be well versed in whatever comes your way.

Digiday can help you do just that. Let’s start the week with them after what we hope was a great holiday for you!

Kint: Turning the Tables on Ad Blocking

Digital Content Next Head Jason Kint was a recent guest on Digiday’s excellent podcast, and the topic might surprise you –how to turn ad blocking into an asset.

“It’s one of the largest opportunities I’ve seen. Think about it. You’ve got roughly 50 million U.S. audience that’s not happy with the current value exchange. Publishers have a direct relationship with the consumer. They want their actual content from these publishers. [Publishers] are in the best position to get back value from the consumer either by whitelisting or payment versus the thousands of tags that litter the internet,” Kint tells Brian Morrissey.

“A lot of it points back to the intermediaries and the complexity that are involved in delivering advertising. Whether you’re looking at measurement, viewability, ad fraud or ad blocking, and the marketers are now appropriately looking at transparency. All of those issues are introduced and become problematic because of the number of companies and people that are involved in just delivering an ad.”

Maximizing Programmatic Online Ad Publishing at Trinity Mirror

Trinity Mirror’s digital advertising revenue is dictated in part by programmatic ad sales, to the tune of 40%, Digiday reports – and the publisher is pinning even more hopes to it.

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“Trinity Mirror has a collaborative culture and we’re developing a strategy where programmatic has no borders – it will influence the entire advertising strategy, whether it be across Invention, direct digital and print sales. Our priority is to drive up yields and retain control of monetization, whether it be in a singular sense or collaborative with the likes of partners like Facebook and Google, or News UK and Mail Online,” Trinity Mirror Director of Programmatic Amir Malik tells Jessica Davies.

“I want someone ready for that shift of Instant Articles traffic. We’ve already improved the Facebook yield by 30 percent on display, by monitoring the placements they provide us. Now we want someone dedicated to analyzing that at all times.”

The Guardian Launches Time-Based Digital Ads

Pioneering publisher The Guardian is trying its luck with time-based ads, Digiday reports.

“Advertisers can now buy ads across the Guardian’s properties in guaranteed time slots of 10-, 15-, 20- or 30-second fragments, 100 percent in view. The Economist is the first client to buy the Guardian’s ads in this way and will be running a campaign until September,” Lucinda Southern writes.

“The Guardian joins the Financial Times and the Economist in billing ads by time. The thinking goes that buying ads based on number of impressions doesn’t translate to an effective campaign and can lead to clients paying for ads that are never seen. The interest from publishers is growing as they try to find an alternative way to charge for ads when they deliver value. Time is an alternative way of gauging whether the ad caught the reader’s attention. Both the FT and the Economist have found, unsurprisingly, that ads perform better when people spend more engaged time with them. While it’s too soon to tell for the Guardian, Hewat is confident this method will provide added value for its clients.”

Which online ad publishing news are you following? Let us know in the comments!

To read more about online ad publishing and other industry news, visit Digiday.


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