Schibsted Media Group, a Norwegian publisher in Sweden, has lately come to market with a unified programmatic offering. Media agency executive Robert Johansson joined Aftonbladet, the group’s largest Swedish tabloid, in August 2013 as yield manager to work on its RTB offering. Six months later, Schibsted decided to combine and centralize data from across its […]
Being a programmatic salesperson today means tacking between technical and personal considerations. At BBC Worldwide Americas, where programmatic sales channels comprise a full third of ad revenues, the technical end means experimenting with tactics like varying price floors per advertiser in order to maximize yield. “If an advertiser is consistently bidding $20 on our inventory, […]
Sports content consumption fluctuates – down in the offseason, then surging around major sporting events. How can a publisher manage? Gannett-owned USA Today Sports Media Group uses programmatic to pick up the slack. “Programmatic has allowed us to ride those ups and downs of premium sales,” explained Chris Pirrone, the general manager of Sports Digital […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Grant Brown, co-founder and chief strategy officer at Rant. We’ve heard a lot about viewability lately, with the IAB, MRC, ANA and other industry leaders passing significant milestones last year to make viewability a reality. Viewability provides valuable […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Samantha Price, director of ad products for The Weather Company. In 2001, the Sloan Management Review envisioned a bright future for “m-commerce” and a theoretical young consumer named Tommy. “His cell phone beeps: It’s […]
Jewelry and flower brands who briefly ramp up ad spend for Valentine’s Day love their private marketplaces. In early February, they set up private marketplaces with publishers who can provide the right audience and context. They test which sites yield conversions in the weeks before Cupid’s holiday and dial up the spend the final week […]
Advertisers’ demand for viewability is frustrating for publishers, who must contend with new contracts, new billing structures and new ways to value inventory, all while ensuring meeting viewability standards doesn’t erode ad revenue. During a town hall at the IAB Annual Leadership Meeting in Phoenix, about half the publishers in the packed room said they had […]
The company formerly known as Yellow Pages has worked hard in recent years to transfer its historical strength – helping consumers find local businesses via large printed books – into a business that’s now booking more than $1 billion in digital revenue. YP acquired mobile ad firm Sense Networks one year ago and continues to refine and experiment with […]
The New York Times reported relatively modest fourth-quarter and full-year earnings on Tuesday, but chief Mark Thompson hailed it as “the most encouraging year-over-year trend” for total advertising revenue since 2005. To that end, he touted strong growth in digital advertising, sponsored content and subscription-based revenue. “We were particularly pleased with the strong growth in digital […]
Twitter is finally giving its promoted tweets wings to fly beyond Twitter’s own walls. In a blog post Tuesday, Ameet Ranadive, Twitter’s senior director of product, said that advertisers will be able to syndicate promoted tweet campaigns running on Twitter to non-Twitter properties using the same creative and audience targeting parameters. Twitter didn’t get specific on how the […]
