Short Takes: Vibrant Taps New CEO, Looks Beyond In-Text
The move comes at an interesting time for Vibrant. It is in the midst of moving its business from being primarily about in-text advertising, denoted with double-green underlines, into one that’s pushing an array of contextual ad products. Vibrant is running in-line contextual ads on photos, expanding its banner business and rolling out toolbars for publishers to create more inventory. The idea is to turn its in-page targeting engine, which matches keywords with relevant ads for in-text placements, into a broader ad business.
That’s probably the only way for Vibrant to move from being a nice, reliably profitable but relatively small company into the big leagues of ad tech companies slated for a public offering or a huge acquisition. It will also bring it far greater competition, with a raft of companies looking to monetize publisher photos and companies like Meebo offering toolbars.
Irvine was CEO of About for three years, joining The New York Times Co subsidiary from Digitas, where she was chief administrative officer. She stepped down from About in May as the unit struggled dealing with the aftereffects of Google’s algorithm change, which downgraded many About pages from Google’s search results.
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Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
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Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
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Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
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SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
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How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
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Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.
