»Publishers

Google Goes After Individual Pages That Violate Brand Safety, Not Entire Sites

Google wants to clean up where it places ads, but it also doesn’t want to hurt its publishers’ revenue. So instead of kicking out an entire site that violates a Google policy, Google will remove individual pages from a publisher’s site that violate Google policies. AdSense publishers will receive emails when content violates Google policies,... Continue reading »

by Sarah Sluis // May 15th, 2017 //

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Time Inc. Struggles In Q1, Foresees Volatility In Programmatic Offerings

Time Inc. had a lousy Q1 as print revenue plunged 21% and the company struggled with a sales reorganization. Total advertising revenue declined 8% to $360 million. The stock declined 14% in the wake of the earnings, putting its share price well below the $18 a share three different buyers offered. The bright spot is... Continue reading »

by Sarah Sluis // May 10th, 2017 //

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May The Best Price Win: RTL Group Brings Direct-Sold And Programmatic Video Into Competition

European broadcaster RTL Group is creating a unified auction where direct video deals must bid to compete with programmatic video buys. And to do so, it’s changing how it incentivizes the sales team to focus less on the size of the deals and more on the true value of the inventory. Because RTL Group puts... Continue reading »

by Sarah Sluis // May 9th, 2017 //

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New York Times Pitches Programmatic As Advertisers Clamor For Brand Safety

As brands flee the open marketplace, publishers like The New York Times are positioned to scoop up their programmatic spend. The Times’ programmatic strategy has long catered to marketers who value its context. It views programmatic as a way to transact, not a way to secure inventory inexpensively. And more marketers want to use its... Continue reading »

by Sarah Sluis // May 2nd, 2017 //

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Mic Plans To Slay With Content Channels Catering To Audience Passions

Scale gets digital publishers noticed by advertisers, but audiences increasingly want content addressing niche interests, not broad ones. Some digital pubs, like Vox Media, build out a portfolio of completely separate brands, while others develop sub-brands, like BuzzFeed’s food-focused Tasty. Mic, which raised $21 million in Series C funding in April to fuel expansion, launched... Continue reading »

by Sarah Sluis // April 19th, 2017 //

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Media Companies Bring Programmatic Concepts To Sponsor Deals

Publishers are learning to love influencer marketing as a way to grow broader advertising and sponsorship deals. “An advertiser might come with a traditional sponsorship package, and to complement that, they want a programmatic component,” said Rachel Parkin, SVP of strategy and sales at digital media company CafeMedia. CafeMedia owns a network of women’s interest... Continue reading »

by James Hercher // April 13th, 2017 //

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Oscar-Nominated ‘Lion’ Reels In Values-Oriented Audience With FamilyShare

The Weinstein Co.’s Oscar-nominated tearjerker “Lion” was a big hit in markets where the distributor expected to see more modest results – including Salt Lake City, Boise, Kentucky, Dallas, Houston, Nebraska, Minneapolis and Las Vegas. Native content created by values-oriented publisher FamilyShare and distributed on Facebook improved the box office receipts in those markets. The... Continue reading »

by Sarah Sluis // April 11th, 2017 //

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Vice Stocks Up Data Arsenal To Improve Advertiser Results

Like other platform-focused media companies, Vice produces lots of data. Its sources include an ad server, programmatic ad exchange, data management platform, site analytics, viewability analytics, order-management software, Facebook and YouTube. As the media brand increased its data team from one to three data scientists, Vice knew it needed to collate its sources and automate... Continue reading »

by Sarah Sluis // April 4th, 2017 //

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Newspapers Begin Staking Out Affiliate Programs

Affiliate marketing is old news, but not for newspapers. Most startup and legacy lifestyle publishers, such as Refinery29 or Condé Nast, and digital-first news companies have had affiliate networks quietly churning out reliable, incremental revenue streams. Now some newspapers, built on crumbling subscription and print advertising pillars, are starting to come around to the idea.... Continue reading »

by James Hercher // March 30th, 2017 //

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Retale Offers In-Store Foot Traffic Guarantee On In-App Inventory

Location-based shopping app Retale will now offer advertisers a warranty: foot traffic or your money back – at least in the form of a media makegood. As of Tuesday, Retale will start doling out performance guarantees against its ability to drive in-store traffic within specific time parameters. “We don’t talk to anybody anymore that doesn’t say they... Continue reading »

by Allison Schiff // March 29th, 2017 //

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