Our series of opinion columns from our contributors try to provide objective perspectives on what can be done to improve existing new media and technologies, through their practical experience and not hypotheticals.
Follow our columnists as we continually grow our contributor network.
Nora Schwab, Director, Publisher Development UK, LiveRamp Although Google recently decided to delay the deprecation of third-party cookies until 2024, it would be a mistake to regard the “cookieless future” as an issue for tomorrow. In fact, the era of cookieless marketing is already well under way. Advertisers have been targeting addressable audiences on cookieless […]
Grace Lau, Director of Growth Content, Dialpad Email marketing is making a comeback, with around 77% of marketers observing increased engagement through email blasts in the last year alone. This is hardly surprising, given that audiences want to stay in touch with their favorite publishers and brands, and signing up for regular emails is an […]
The digital publishing industry expects revenue to top $40 billion in 2022. Traditionally, most monetization efforts have been through ad revenue, paywalls and subscriptions. One avenue that has been consistently undervalued over the years is affiliate marketing. If you aren’t using this method yet, your business may be losing out. Digital publishers looking for new […]
While warning signs of a global recession have been mounting for months, a new report has sent a clear signal to publishers that they need to prepare for leaner times. UK advertising industry body IPA’s quarterly report into the marketing sector, which was released on July 21, showed an increasing sense of pessimism among professionals […]
Ryan Afshar, Head of Addressability – UK, LiveRamp Digital advertising has faced huge challenges over the past two-plus years with the growing restrictions on the use of personal data. While the industry may be getting to grips with this across the open web, for mobile advertisers the continued focus on data regulation by mobile operating […]
Rashmita Behera, Communications Manager, Marketplace, AdButler Have you ever wondered how some publishers excel at content creation, ad inventory management and advertiser retention, while you’re left rushing from task to task and struggling to finish anything? If this sounds familiar, then you may need to think about streamlining your ad inventory management. Time spent on […]
Brendan Farrell, Manager – Customer Success, Permutive As platforms and regulations increasingly limit the collection of traditional third-party cookies, consumers are becoming more vocal about how their data is being used. Concerns over hyper-personalized advertising have resulted in a shift away from the traditional value exchange on which publishers rely. Whether it’s spurred by public […]
Stefanie Briec, Director, Head of Demand Sales UK & INTL, FreeWheel “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” Bill Gates made this statement as part of his “Content is King” essay in 1996, long before the rise of streaming and […]
Ben Erdos, Chief Services Officer, Total Media Solutions Website visitors come in various shapes and sizes. There are brand enthusiasts who log on regularly and are willing to pay for a premium service, or those loyal visitors, who are ever so slightly less enthusiastic, but still visit occasionally to dip their toes in. And then […]
To say the digital advertising landscape has changed over the last year is an understatement. As more players make moves to address consumer privacy concerns, the industry has once again transformed — bringing to light new challenges and opportunities. The terms transparency and observability are too often used interchangeably. For years, the industry has been […]
Despite the fact it feels like we’ve all just started 2022, it’s only days until the end of Q1. That’s another quarter closer to a digital advertising ecosystem without 3rd party cookies. While conversations are all talking about preparation and getting ‘ready’ for a cookieless future, there are two major considerations that just aren’t being […]
Michael Simpkins, Commercial Lead, Marketplace, Xandr With the impending loss of third-party cookies, fragmentation across the programmatic supply chain is expected to grow as the number of intermediaries that media buyers work with increases. This fragmentation leads to a lack of oversight and fee transparency, resulting in difficulties surrounding brand safety, privacy standards and inefficient […]
Tim Geenen, Managing Director, Addressability Europe, LiveRamp Regulators are tightening privacy rules, consumers have lost trust in how brands use their data and browsers are blocking the very data that once fuelled personalised and targeted marketing. These privacy-based shifts have disrupted the digital marketing landscape, leaving publishers and advertisers in search of ways to responsibly […]
Regulators are tightening privacy rules, consumers are less trusting of brands’ use of data and browsers are blocking the data that once fuelled personalised and targeted marketing on the web. To safeguard from the disruption caused by these privacy-based shifts, publishers and advertisers need a way to responsibly activate audiences and restore consumer trust. Such […]
Publishing brands rebounded from the Covid decline last year on the back of strong digital revenues and dealt the “infodemic”, as audiences showed signs of burnout with the news agenda. The hastened decline of print saw publishers accelerate their digital transformations and investment in new subscription models. They also continued to rebuild trust in an […]
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