Curt Viebranz was the president of Platform-A, the ad network division of AOL, where cost-per-click campaigns often ruled.
But now, Viebranz believes that as last-click analysis falls out of favor, ad tech startups are looking for ways to appeal to the perennial need of brands to maximize ROI, regardless of their specific marketing objectives.
According to Viebranz, who spent 17 years at Time Warner and its predecessor company, Time Inc, this trend is reflected by a slew of rebranding efforts and consolidations in the industry, as many startups are shifting their focus towards attribution services and away from behavioral targeting. This shift, Viebranz, believes, is being driven by some of the newer companies in the space looking to get brands to “kick the click-through habit” by creating better attribution models and better methods of evaluating consumer data.
Atlas Obscura wants to be profitable before raising funds in a tricky media market
Atlas Obscura wants to turn a profit this year before it raises another funding round, at a time when publishers are facing lower valuations and pickier investors as deal activity slows.
Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?
Publishers report Q1 ad revenue is pacing 10-25% behind forecasts
Publishers are facing a slow start to Q1 and sales teams have a lot of work to do to regain lost time.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
WTF is cookie stuffing?
Fraud is a well-documented pox on digital advertising, but it’s also an issue for publishers and marketers working together on affiliate marketing deals, too. One of the more tried-and-true techniques is cookie stuffing.
Bloomberg, Axios, Politico, other business publishers rethink subscriber retention during the economic downturn
Premium publishers, like POLITICO, Axios and Bloomberg, have to make sure their fees are still considered a necessity as readers recalculate their spending and companies recalculate their expense budgets.