Google's private programmatic exchanges can now book premium ad space like mastheads for brands. It is working with ABC to promote the new show Rising Star using an exchange that only places ads in prominent positions, ones that are not typically associated with automated buying. "This exchange is unique in that it specifically accesses only masthead inventory across several hand-selected premium publishers, including Wenner Media," a person familiar with the arrangement said. For Google, this is an evolution of its recent programmatic strategy that attracted brands to automated buying methods by carefully selecting the publishers that could participate. Still, one of the drawbacks had been this lack of high-profile ad inventory, which is necessary for entertainment brands like ABC. "When you introduce a new TV show, you need a lot of space to get the message across," said Ben Blatt, executive director of digital strategy at ABC Television. For Rising Star, ABC took over the masthead at sites like Rolling Stone, Us Weekly and Men's Journal. The network was able to automate the process of buying these homepage-dominating ads across the Web without approaching every individual publisher. "We were able to run large mastheads in places we were never able to do before and spread out who's seeing our message," Blatt said. The private exchange not only automates the way ads are placed and when, it also uses data to better target the messages to consumers. The interest in... Continue reading at 'AdWeek'
[ AdWeek | 2014-07-07 00:00:00 UTC ]
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#rolling stone
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#ad world
Trinity Mirror is on a mission to drive up programmatic ad yields, and it's using a mix of methods to do so. Its relatively new programmatic team has been using data insights as a lead generation tool to court big brands like Nestle. It's also assigned people dedicated solely to monitoring yield... Continue reading at Digiday
[ Digiday | 2016-08-23 00:00:00 UTC ]
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#google amp
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The German publisher continues to focus on building its digital subscription business with $250m purchase of research companyAxel Springer has snapped up market research firm eMarketer in a $250m (£173m) deal as the German publisher continues to focus on building its digital subscription... Continue reading at The Guardian
[ The Guardian | 2016-06-10 00:00:00 UTC ]
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#business insider
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For the 2016 Summer Olympics in Rio de Janeiro, one programmatic advertising company wants to help brands that aren't paying the big bucks for an official sponsorship or major TV spot still have a "second chance for gold" by winning the race for the second-screen. Online advertising... Continue reading at AdWeek
[ AdWeek | 2016-06-08 00:00:00 UTC ]
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Microsoft has launched an iOS version of its mobile design app, Sprightly, which helps small businesses design snazzy promotional materials without needing a PC or complicated tools.Sprightly helps people create flyers, e-cards, catalogs and price lists on their phones. Designs can then... Continue reading at PC World
[ PC World | 2016-06-08 00:00:00 UTC ]
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#reach customers
#stay relevant
Private exchanges are still a good way for publishers to get in on the programmatic action. The post Setting Up Your Own Private Ad Exchange appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-01-08 00:00:00 UTC ]
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#post setting
#private exchanges
A digital publisher is using Google’s new technology to ensure ads are 100 percent viewable, attempting to eliminate one of the big obstacles in the way of brands shifting more money online. The publisher IDG Communications ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-10-16 00:00:00 UTC ]
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Search company unveils Accelerated Mobile Pages in bid to work with publishers, ad companies and rival platforms Google is attempting to counter the threat from ad-blocking and rivals Facebook and Apple by radically improving the loading speed of web pages on smartphones and tablets.Accelerated... Continue reading at The Guardian
[ The Guardian | 2015-10-07 00:00:00 UTC ]
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Google on Wednesday introduced a publishing platform designed to make news articles on smartphones load faster, which will compete with similar services from Facebook and Apple.Google's new project, called the "Accelerated Mobile Pages Project," is aimed at loading mobile web pages instantly... Continue reading at Advertising Age
[ Advertising Age | 2015-10-07 00:00:00 UTC ]
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#publishing partners
#daily mail
#conde nast
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Traditional publishers, tired of competing with Facebook and Google for digital ad dollars, are taking steps to get more personal with their advertising. Among the big topics discussed during Advertising Week was how media companies like News Corp and Condé Nast are getting into the ad tech... Continue reading at Digiday
[ Digiday | 2015-10-02 00:00:00 UTC ]
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Believe it or not, 100 variations of the same ad is not enough for some digital marketers anymore. That's one of the reasons the stars appear to be aligning for tech vendors that have been developing systems for what they call creative programmatic advertising. Creative and programmatic once... Continue reading at AdWeek
[ AdWeek | 2015-09-30 00:00:00 UTC ]
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#long-term strategy
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Experience on the buy side and sell side of media brought David Katz to where he is today, running ad solutions at Hearst's Core Audience, the programmatic ad buying division of the publishing giant. The senior director of ad solutions works with hundreds of salespeople, arming them with data... Continue reading at Advertising Age
[ Advertising Age | 2015-09-30 00:00:00 UTC ]
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Google is bringing a clearer picture of advertising to the mobile world with three tech advancements it announced at a company conference in the Florida Keys today. With Neal Mohan still at the helm of the display ad business, Google unveiled new services that help advertisers more effectively... Continue reading at AdWeek
[ AdWeek | 2015-06-17 00:00:00 UTC ]
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Earlier this month Google announced that video ads running on YouTube have a chance to be seen 91% of the time. That's great, and a lot better than the 46% of video ads that Google runs outside of YouTube that never have a chance to be seen. But advertisers would like to be able to check... Continue reading at Advertising Age
[ Advertising Age | 2015-05-26 00:00:00 UTC ]
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#check google
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Pan Macmillan has pre-empted a book by the v.p. of business innovation at Google [X], the company behind Google Glass and the self-driving car. Carole Tonkinson bought UK and Commonwealth rights to Solve For Happy: Engineering Your Path to Uncovering the Joy Inside by Mo Gawdat, who likes to be... Continue reading at The Bookseller
[ The Bookseller | 2015-04-29 00:00:00 UTC ]
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Two-thirds of the content that people post to Pinterest are originally from businesses, like product images from a retailer's site. But it hasn't been that easy for brands themselves to post that content, let alone pay to promote those organic posts as ads on Pinterest. Pinterest is now trying... Continue reading at Advertising Age
[ Advertising Age | 2015-04-27 00:00:00 UTC ]
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#phone calls
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Medium -- the publishing platform founded by the guys who started Twitter -- is getting more aggressive in its bid to attract brand advertising dollars. The site just raided digital publisher Vox Media, hiring Joe Purzycki, the company's head of ad sales, to lead brand partnerships at... Continue reading at Advertising Age
[ Advertising Age | 2015-03-31 00:00:00 UTC ]
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#ad campaign
Machines are now selling some print ads at Time Inc.The nation's largest magazine publisher -- owner of People, Time, Sports Illustrated and InStyle -- is letting marketers buy print ads with the same automated technology used to buy digital ads. This type of deal, where a computer facilitates a... Continue reading at Advertising Age
[ Advertising Age | 2015-02-10 00:00:00 UTC ]
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#print ads
#sports illustrated
#buy ads
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More top publishers are opting into programmatic ad networks to sell premium advertising. Varick Media Management recently signed exclusive deals with Time Inc., News Corp., American Media Inc. and Wenner Media and will help them sell ad units that feature photography, videos and other types of... Continue reading at AdWeek
[ AdWeek | 2014-12-24 00:00:00 UTC ]
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Google is looking to experiment with a "buy now" button that would allow browsers to shop directly through the search engine, without having to visit a retailer's own website. According to a report in the Wall Street Journal, the search giant is seeking to compete directly with Amazon, which... Continue reading at The Bookseller
[ The Bookseller | 2014-12-17 00:00:00 UTC ]
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#buy button
#search engine
#search giant
#shopping service
Web publishers for 15 years have struggled with getting readers to pay for content they are accustomed to acquiring for free. Pay walls have been built and dismantled, print-and-digital packages have launched and often failed, but Google's going to see if viewers are happy to throw coins into... Continue reading at AdWeek
[ AdWeek | 2014-11-21 00:00:00 UTC ]
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#native ads
#digital publisher
#mountain view