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Showing posts from June 2, 2017
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Google confirms it will start blocking ‘annoying’ ads on Chrome next year

Two years ago, in response to the rise of ad blocking, Google’s head of ads and commerce Sridhar Ramaswamy said the industry needed to come together to tackle the root problem of bad ad experiences. Roughly a year later, Google, Facebook, the IAB and others formed the Coalition for Better Ads to establish global ad standards.In a blog post Thursday, he laid out Google’s plans to support the Coalition for Better Ads standards for digital advertising.Chrome ad blockingRamaswamy confirmed reports that Chrome will block ads that don’t meet Google’s ad standards (under the guise of the Coalition for Better Ads), starting in early 2018.Critics of the move say it gives Google the power to favor its own ad formats on its own browser and dictate what makes a good ad experience. Ramaswamy is keen to point out that the system will block annoying ads from Google as well (bolding added): “In dialogue with the Coalition and other industry groups, we plan to have Chrome stop showing ads (including t…

Finally getting (Linked)In on the retargeting action

Since its launch in 2003, LinkedIn has completely revolutionized professional networking. I often wonder how recruiters, in particular, ever survived without it.Besides offering the chance to connect with your colleagues and wider network, it provided a new array of choices for anyone looking for a job, a new employee or relevant content. With a growing active user base came monetization, and in 2008, the company began testing its first ads product as a way to drive additional revenue.The company’s latest update for advertisers, its April release of Matched Audiences, is welcome news to marketers who have been struggling to drive direct response from their efforts on LinkedIn.Here we look at this recent update in more detail, particularly the retargeting capabilities, and their potential impact. (You can learn more about advanced email match strategies with Matched Audiences in this post by AJ Wilcox.)What’s new?LinkedIn has offered a variety of targeting options for some time now, s…

AOL launches SDK-based header bidding for mobile apps

To date, header bidding has mostly focused on providing publishers of websites with a way to conduct a unified auction for buyers of their space.This week, AOL is announcing a beta launch of a header bidding solution for native apps. The company says that, to its knowledge, this is the first header bidding for apps that employs software development kits (SDKs), instead of a few solutions that require customized coding built into the app.Called Smart Yield and similar to its web cousin, it provides a way for app publishers to conduct a unified auction of demand sources like ad exchanges, avoiding the waterfall-type sequence of auctions that many publishers feel shortchanges the value of their inventory.[Read the full article on MarTech Today.]

via Marketing Land

The future (and present) of programmatic TV

Regardless of exactly when, it seems inevitable that all TV will eventually be bought programmatically. Traditional TV advertising has started to slow down as digital has boomed, leading to an arms race between broadcasters and “super-platforms” (Google, Facebook, Amazon) to develop programmatic TV.It’s no longer really about when, but who — there are so many players, and so many different forms of programmatic TV out there at the moment, it’s easy to get confused about what exactly programmatic TV is.Here’s my take on the current situation, and my predictions for the future.How is programmatic TV at the moment?Open AP (Turner, Viacom, Fox)This one’s not programmatic at all, but it’s a sign of change in the US TV industry. In an effort to improve targeting, Turner, Viacom and Fox joined forces this year to formOpen AP, a centralized digital user interface that enables data-sharing, improvesdata transparencyand enhances targeting.Media inventory still needs to be purchased manually, an…

How to optimize your mobile site speed: Testing for issues

The right picture is very useful on mobile and responsive websites. But images that are too large, too numerous and unnecessary simply slow down page load times and get in the way of the users reading and doing what they need to do.The problem: the size of webpages sent to mobile phones has quadrupled in just five years. The main cause: images, which account for 68% of total page weight.With mobile page speed a confirmed ranking factor in Google’s last mobile-friendly update, and Google’s mobile-first index looming large on the horizon, it’s in the interests of developers and SEOs to optimize their mobile site speed as much as possible. That means figuring out how to trim the fat from all those huge, cumbersome images.This column will explore the issue and causes of delays in mobile page speed (i.e. how quickly pages load on a mobile device) and how to test webpages for problems with speed.The next column will look at methods to reduce the impact of images on the performance of your m…

Report: Google’s Chrome ad blocker coming to both PC and mobile ‘within 6 months’

In April, The Wall Street Journal reported that Google was going to introduce an ad blocker into Chrome. On Thursday, the publication confirmed the earlier report and said Google has put publishers on notice that the ad blocker is coming within six months to give them time to prepare.Chrome’s ad blocker will reportedly be turned on by default on both desktop and mobile web versions. The move appears to be a strong-arm tactic to improve the quality and performance of ads across the web.According to the Journal’s report, Google will inform publishers of poor ad experiences on their sites and instructions on how to fix any issues:To help publishers prepare, Google will provide a self-service tool called “Ad Experience Reports,” which will alert them to offending ads on their sites and explain how to fix the issues. The tool will be provided before the Chrome ad blocker goes live, the people familiar with the plans say . . . Unacceptable ad types include those identified by the Coalition …

Marketing Day: Data management, Skype mimics Snapchat & CMO interviews

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:B2B CMOs and CIOs: It’s time to rethink data management
Jun 1, 2017 by Sonjoy Ganguly
Effective data management is critical to B2B digital marketing success. Columnist Sonjoy Ganguly explains how implementing a rich, B2B-focused data structure and collaborating with the right strategic partners can make all the difference.Diving into the new SiriusDecisions Demand Unit Waterfall
Jun 1, 2017 by John Steinert
Columnist John Steinert discusses the new SiriusDecisions Demand Waterfall, which helps align sales and marketing on what B2B demand really is and how to find it through the concept of the “Demand Unit.”Microsoft clones Snapchat’s Stories for its reimagined Skype experience
Jun 1, 2017 by Greg Sterling
Microsoft also sees the app as a search and discovery tool.The Path to CMO with SAP Ariba’s Alicia Tillman [Podcast]
Jun 1, 2017 by Matt McGe…

B2B CMOs and CIOs: It’s time to rethink data management

In digital media and advertising, data management platforms (DMPs) have become an essential tool that “ingests, classifies, sorts and houses information, and then delivers it in a way that’s useful for marketers, publishers and other businesses.”But for B2B marketers, these tools have a major flaw.As the name implies, B2B marketers sell into organizations (e.g., General Electric, Boeing, Nestle), not individual consumer demos (e.g., millennial male in New York DMA, $100K+ income, in market for SUVs). Traditional advertising technologies and data management practices, to date, have predominantly focused on managing individuals rather than companies.That is core to the issue: How do you market to the right companies if existing systems and practices are predicated upon targeting individual consumers? B2B marketers don’t benefit from solutions that allow them to target “soccer moms,” “tech-savvy millennials” or other consumer-based lookalike audiences. They need a much more precise and r…

Diving into the new SiriusDecisions Demand Unit Waterfall

I’ve been a fan and an avid collaborator with SiriusDecisions since around the time when Rich Eldh and John Neeson gave birth to the company. I’ve found their frameworks especially useful in helping focus my teams’ actions and report on the value of our contributions. Perhaps you’ve found the same.For many years, the SiriusDecisions Demand Waterfall has been used as the standard framework for managing demand generation processes. The beauty of the original Demand Waterfall was its clarity and simplicity. Built as a useful guide, it was never meant to become “the law.”Yet over the past few years, many marketers have found themselves ensnared by a rigid, faithful type of application. From helpful leading indicators, we’ve created rigid sets of KPIs that lock us into a way of doing things and shape how we “see” our world. A host of short-sighted KPIs are now constraining our ability to innovate. At worst, they’re locking us into counterproductive behaviors that actually hurt our ROI. I’m…

Microsoft clones Snapchat’s Stories for its reimagined Skype experience

Skype was first released in 2003 as a messaging and free calling tool — ahead of its time. Since then it has evolved, been acquired by Microsoft and been completely overshadowed by the rise of other messaging apps and social networks.Today, Microsoft announced a reimagined Skype — one that looks a lot more like Snapchat.Beyond simply implementing a version of Snapchat Stories, however, the new Skype sees itself as a search and transactional tool that will enable people to find information and things to do. Like Facebook Messenger, it also sees the integration of bots as a way to interact with brands and companies via the app:With the new Skype, it’s even easier to turn talk into action with group conversations, add-ins, and bots. The new “Find” panel takes center stage, and makes Skype infinitely searchable. Looking for seats to a big game? Pull ticket pricing and seating options directly into the chat with the StubHub bot. Trying to find the perfect recipe for the brunch you’re hosti…