The banner ad’s demise has been greatly exaggerated. Even though it’s responsible for a $15 billion industry in U.S. display advertising, the banner sometimes seems universally reviled. Nobody — not publishers, agencies or tech platforms — seems happy with Internet display advertising as it currently stands. Leaving aside the vast targeting industrial complex, there’s the existential question for banners: Would publishers use them now if they were starting from scratch? The answer is probably no, especially when you look at the birth of “native monetization” formats on social networks like Facebook, Twitter, Tumblr, Foursquare and the rest. They’re all turning their backs on “traditional” online display advertising. James Gross, a cofounder of content-curation tool Percolate, sees this as spelling the eventual demise of the display ad — or at very least its radical transformation.
This new world with no special box is a big shift from a brand perspective and these platforms will all force companies to act more human and interesting in nature. Creating, liking, Tumbling, pinning and publishing alongside others in a way similar to how we all use these channels today. Of course, this is not a new thought, but the interesting twist I would put on it is brands, in theory, have the advertising money to buy an audience much bigger than we can afford as people, or even publishers, on these channels.
Read Gross’ full article on AdAge. Follow him on Twitter @james_gross.
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.
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.
Why Vice, BBC, WaPo, others see new TikTok teams as the next wave of specialist publishing talent
As news publishers craft their TikTok strategies, Digiday spoke with the BBC, Vice, The Washington Post and LADbible to see who’s really behind the posts.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Digiday+ Research deep dive: Publishers anticipate a big drop in ad revenue this year
Digiday's survey found that publishers are not feeling great about advertising revenue as 2023 kicks off, with attitudes toward subscriptions and e-commerce shifting as well.
Media Briefing: Subscriber churn is up, but the economic downturn isn’t necessarily to blame
Even though subscription growth is declining year over year and churn rates are on the rise, this is likely more a story of returning to normalization than one of the economic downturn damaging yet another publisher business.