Operative’s Post

Discover how Operative's STAQ can empower you with the same insightful benchmarks on media company resilience and programmatic CPM trends as highlighted in this great Digiday article. Stay ahead in 2024 with STAQ’s analytics and insights. #MediaTrends #ProgrammaticCPM

While we are on the topic of transparency, here is another area to assess and react on - from the Association of National AdvertisersProgrammatic study - FIRST LOOK - 3. Misaligned Incentives in Advertising Misaligned Incentives: Are advertisers prioritizing cost over value? Chasing cheap CPMs can lead to ad quality issues. Focus on quality over cost for real results. How do you balance value and cost? #AdvertisingIncentives #QualityMedia Christine Moore Nick Sparey https://lnkd.in/etw3q9zJ

Tapan Bhat, President and General Manager of Yahoo Finance, spoke with Sara Guaglione at Digiday about Yahoo Finance’s newly enhanced user experience — including a focus on premium ads and a tiered subscription model that caters to all types of investors. By cutting down on the number of on-site ads by 40% in November 2023, Yahoo Finance’s ad performance has improved, with click-through rates nearly doubling.  Read more about Yahoo Finance’s expanded offerings for both consumers and advertisers in Digiday’s Media Briefing: https://lnkd.in/g4hJ4K26

Domain spoofing shakes trust in programmatic advertising, prompting a strategic pause on Forbes ad spend. 1. Domain spoofing is a critical issue that undermines the integrity of programmatic advertising. 2. Agency executives are taking decisive action by halting ad spend on Forbes to reassess the situation. 3. This pause reflects a broader concern for transparency and trust in the marketplace. It's time for the industry to prioritize and reinforce trust in digital advertising ecosystems. Ever felt like the ground beneath your digital strategy was crumbling? That's the tremor agency execs felt after uncovering domain spoofing in programmatic advertising on Forbes. “As far as the degree to which I would want to hold various players in the industry accountable, we are only going to work with those who want to be held accountable,” - Jay Friedman | Goodway Group Kayleigh Barber | Digiday #ProgrammaticAdvertising #TrustInMarketing #DigitalStrategy #AdTech #Adfraud #MFA

People make this about "programmatic advertising." It's a completely false assertion. The issue was not AdTech. It was the absence of adtech. Specifically: 1. The subdomain site not running verification tags (Moat, IAS, DV etc). 2. The subdomain site prohibiting web crawlers from accessing content (Moat, DV, IAS etc) 3. Finally, the fact that this inventory was cleared in PMP's shows that it was curated and monetized by the publisher. If you ran an insertion order directly with the publisher there was absolutely nothing preventing the publisher from running 99% of your impressions on the subdomain, and sending you a few mockups from the 1% of ads you could access from the site organically. In short the story is proof that eliminating ad tech opens the door to more problems and risk for advertisers. It's just that this story flys in the face of some common narratives that people have been stoking for years. (AKA publishers good, adtech bad). #adtech

Looks like there's a fresh take on tackling non-viewable #content in #digital #publishing! Forget #MFA's, there's a new approach in town, targeting premium sites instead of arbitrage ones. #Buyers aren't blocking these units because, well, "most of the #programmatic buying is like this," and they lack a technical way to do it. #DigitalPublishing #ProgrammaticAds #TechTrends Digiday

“Cheap” and “reach” are typically favored terms among #advertisers. But taken together, they spell the next potential target for the digital ad industry to weed out. “Cheap reach” refers to a subset of digital ad inventory that may be often overlooked — literally — and may be a necessary new taxonomy to prevent legitimate publishers from getting caught up in the crackdown on made-for-advertising sites. In the video below, Digiday media editor Kayleigh Barber helps to break down what cheap reach is, why this inventory category was created and why advertisers are not yet scrambling to excise it from their ad buys. Read more: https://buff.ly/3v7kr6X Video by Tim Peterson

The pursuit of efficiency and genuine value creation is the ongoing theme in the #programmatic market. Index CCO Jessica Breslav explores this theme and explains how better price #transparency unlocks more #efficiency and value in programmatic advertising in her latest article. Read it here: https://lnkd.in/eNR6SAxM

The battle waged by the programmatic advertising industry to eliminate made-for-advertising sites rages on. In a recent article by Adweek, Catherine Perloff, chats with Curt Larson, CPO at Sharethrough about the importance of working together to raise the bar for programmatic advertising excellence. 🤔 Discover if a new definition of MFAs can solve the internet's quality problem: https://lnkd.in/gPEFrbJp #MFA #MadeForAdvertising #decarbonizeadvertising #adexperience

We’re conducting a survey to uncover the latest attitudes towards programmatic advertising. Your input can help shape the industry's future. Whether you're an advertiser, agency, ad tech company, or publisher, your perspective is crucial. Participate in the survey here: https://bit.ly/3XLkO0C