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Showing posts from May 6, 2017

Integral Ad Science launches beta to measure & optimize ad exposure time at the user level

Integral Ad Science is testing a new solution to help brand advertisers measure and optimize their digital display campaigns. The solution aims to move buying beyond basic viewability to a process that accounts for how exposure to ad messaging across properties impacts a campaign’s influence on consumers.IAS is running a closed beta of Consumer Exposure Optimization, which is part of the IAS Analytics suite, with Fortune 500 customers in what it says is the first-to-market solution of its kind. The system measures the exposure time and viewable frequency of ads at a user level. It’s then able to eliminate overexposure and correct underexposure on campaigns so that some consumers aren’t bombarded with ads while others have little chance of seeing them at all.“We’ve been seeing that viewability isn’t equally distributed — some consumers are underexposed, some are overexposed,” said Scott Knoll, CEO of IAS by phone. “Viewability has always been tied to a site, now we are tying it to a pe…

Marketing Day: YouTube pauses search ads, LiveRamp’s IdentityLink & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Why e-commerce SEO is NOT a one-shot wonder
May 5, 2017 by Trond Lyngbø
Columnist Trond Lyngbø explains that SEO is an ongoing process that requires continuous investment — not a one-time task to be checked off a list.YouTube quietly pauses search ads to implement brand safety measures
May 5, 2017 by Ginny Marvin
The video ad format could be offline through the end of Q2 2017.Don’t underestimate the power of advanced filtering when analyzing crawl data
May 5, 2017 by Glenn Gabe
Columnist Glenn Gabe shares various ways of filtering crawl data to obtain actionable insights.YouTube unveils its new lineup of original programming
May 5, 2017 by Barry Levine
With more 18- to 49-year-old visitors during prime time ‘than any TV network,’ the platform is continuing its move beyond user-generated content.Google’s rocky road: Fake news, extremist videos &…

Don’t underestimate the power of advanced filtering when analyzing crawl data

While helping clients deal with major algorithm updates, troubleshoot technical SEO problems and more, I’m often auditing large-scale sites. That almost always requires a thorough site crawl (typically several crawls over the life of an engagement). And when you’re hunting down SEO gremlins that can be wreaking havoc on a site, it’s extremely important to slice and dice that crawl data in order to focus your analysis.With good data filtering, you can often surface page types, sections or subdomains that might be causing serious problems. Once surfaced, you can heavily analyze those areas to better understand the core issues and then address what needs to be fixed.From a crawler perspective, I’ve already covered two of my favorites here on Search Engine Land, DeepCrawl and Screaming Frog. Both are excellent tools, and I typically use DeepCrawl for enterprise crawls while using Screaming Frog for surgical crawls, which are more focused. (Note: I’m on the customer advisory board for Deep…

Why e-commerce SEO is NOT a one-shot wonder

A “one-shot wonder” is someone who gets drunk after one shot — an extreme lightweight. In business parlance, the term refers to an organization that shines brightly for a short while… before fading away to nothing.As an e-commerce web shop deploying strategic SEO for your business growth, the last thing you want is to be known as a one-shot wonder. In fact, because SEO picks up steam gradually, but then becomes increasingly powerful and effective at drawing in new prospects and closing more sales, you should ensure that everything you do is sustainable and long-lived.Unethical cut-and-run SEO providers try to lure in new clients with the promise of “quick and easy” top rankings on Google. They’ll encourage the use of tactics that work immediately to drive a quick burst of traffic, but have little if any lasting impact.The key difference that sets apart winning e-commerce sites from their competitors is that they select a quality SEO service provider, and then allocate a budget to prov…

YouTube quietly pauses search ads to implement brand safety measures

Bloomua / Google has quietly paused its TrueView discovery ads that show up in mobile search results or as a “related video” on video watch pages on the service. The stoppage comes as YouTube works to implement additional brand safety measures promised in March after major advertisers in the UK and US pulled campaigns due to reports by The Times of ads appearing on extremist and objectionable content.Rebecca Lynch of Publicis Health Media told Marketing Land that the agency learned of the move after inquiring earlier this week. A Google representative explained that pausing the discovery ads will help speed along infrastructure changes needed to implement new brand safety measures that will apply to all YouTube ad formats. The ads are expected to be offline until the end of Q2 2017. Marketing Land has reached out to Google for comment and will update here if and when we get a response. Discovery ad targeting is based on demographics and interests, which take into accou…

YouTube unveils its new lineup of original programming

Singer Katy Perry, on hand at YouTube’s 2017 NewFront “It’s strange being sexy and corporate at the same time,” said singer Katy Perry during her performance at YouTube’s annual NewFront presentation last night.But that’s the balancing act YouTube attempted, as it tried to woo advertisers and press to its upcoming lineup of new series.The event, held in a cavernous facility at Javits Conference Center in New York City and emceed by late-night TV host James Corden, showcased the upcoming video programming for this Google-owned king of user-generated content. The NewFronts are the online video world’s version of the traditional TV world’s UpFront presentations, where advertisers are wooed to sign up for new shows.But, based on YouTube’s cited stats, the old TV guys are fading out like the end of a classic Western show. YouTube CEO Susan Wojcicki told the 2,800+ attending press, advertisers and fans that her platform now reaches more viewers aged 18 to 49 in prime time than any TV network…