It can sometimes seem that the Web is only DSPs, SSPs and DMPs. The truth of the matter is much of the machinery of the programmatic buying landscape, captured in the Luma Partners slide, is dedicated to non-guaranteed inventory used for direct response advertising. Where’s the Luma slide for guaranteed ad space for brands?
He spoke about the effort from Cannes, where he’s meeting with advertisers and media companies and insists he’s “working really, really hard.”
Is the Web nearly there as a medium for brands?
It’s nowhere near close. This is hopefully the spark that will fall into the pool of gas. This is one company and a few forward-thinking publishers and a handful of brand advertisers. That’s the beginning. But with any great effort it starts with a few people and companies that want to make big bold change. We’ve moved past the idea to the spark. Our goal is to turn this into a flame. The other side, which we see here in Cannes, is we need to make the Web a more human-oriented place. The dialog with a lot of advertisers is that’s a message that they haven’t heard. The conversation this year is all around content and brands as publishers. It’s a matter of saying, “What are we going to do next?” There is a better way and it works for advertisers and consumers.
Recent research has shown marketers aren’t happy with the Web’s metrics. Is that a problem?
The next level is how to gauge offline actions. It’s connecting those two together, online and offline. What does high engagement for a brand mean? There’s been an entire lack of innovation on that in the industry. The famous Luma slide is for non-reserve inventory. There are hundreds of companies vying for pieces of that chain of non-reserve space. There’s no corollary map for the reserve space and for brand advertising. It’s not where innovation is happening. The ecosystem around that entire landscape has yet to form. It’s going to start around measurement.
How big of a problem is attribution? The last-ad-seen, last-click standards seems off.
It’s all connected. It’s understanding what the impact is. What does it mean to have 10 times more engagement or a 40 percent higher happiness quotient? What does it mean having positive interaction? How does it correlate to the ultimate goal? It’s about connecting to offline. It’s less about first or last ad seen.
Media Briefing: What to expect at the Digiday Publishing Summit
As DPS draws nearer, top pain points for publishers are coming to light.
New app launches through Apple hoping to win with ‘zero-party data’ when others haven’t
Caden's new app lets users connect data from their Uber, Amazon, Netflix and other accounts in exchange for money. Will it take off?
‘The next level for us’: The New York Times eyes better retention for games in subscription drive
The games division is focusing on finding new ways to mine the inherent competitive nature of games like encouraging people to play multiple games in a single session or through new achievements and rewards for progression.
SponsoredHow ironSource’s hybrid mediation solution is enhancing mobile ad monetization
Produced in partnership with Marketecture The following article highlights an interview between Nimrod Zuta, ironSource’s senior vice president of product, and Eric Seufert, general partner at Heracles Capital. Register to watch more of the discussion and learn how advertisers are leveraging hybrid mediation solutions to fuel more effective ad monetization. Advertisers are facing a particular […]
In graphic detail: Publishers’ full year 2022 earnings
Looking back at 2022, the hits to publishers' revenue were partially staunched, but by the end of the year nearly all areas of the business felt the impact of the economic downturn.
‘It has to be built in’: How agencies strive to advance their diversity goals
There often is no blueprint for diversity in the corporate world, and many initiatives at media agencies have been works in progress over the last few years.