Skimlinks: ‘Engagement With Publisher Content Is The Best Measure Of Intent Beyond Paid Search’

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When CEO Alicia Navarro started Skimlinks 10 years ago, affiliate marketing was a transactional game. Drive the last click before a sale, scoop up the credit. But that scenario didn’t reflect that content producers tend to bring value higher up the funnel. “Affiliate is very good at rewarding and incentivizing last-click behavior,” she said. “ButContinue reading »

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After A Slow Start, Programmatic Is Picking Up Speed At Motorsport Network

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Until recently, “programmatic” meant “remnant” at Motorsport Network, a digital media and broadcast company geared toward motorsport enthusiasts. “One of the main concerns our salespeople had was that, when inventory becomes available to buy programmatically, it immediately has the stigma that it’s remnant or somehow lower in quality,” said Mark Fragoulias, global director of adContinue reading »

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Weather Co. Turns To LiveRamp To Do People-Based Marketing

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IBM-owned pub The Weather Co. is working to tap into people-based marketing budgets that would normally go to Facebook or Google by using LiveRamp’s IdentityLink product. Marketers and publishers alike onboard their data to LiveRamp’s huge online identity graph to kick off the process. Because LiveRamp can identify many more users than a marketer orContinue reading »

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Refinery29’s Converge Moves Branded Content Farther Down The Purchase Funnel

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As branded content becomes a bigger part of media budgets, marketers need to show how content is driving results for their brands. They want to prove that content can create not just awareness, but also purchase consideration and sales. To help marketers achieve those objectives, Refinery29 rolled out a product Monday dubbed Converge to connectContinue reading »

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Four Ways Business Insider Is Upping Campaign Viewability

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Because 30-50% of direct campaigns on Business Insider transact on a viewable CPM, getting those campaigns to deliver the contracted amount without wasting inventory helps the publisher’s bottom line. Making sure campaigns deliver within those stringent requirements – including 100% viewability – is one of the jobs of Marc Boswell, SVP of revenue operations andContinue reading »

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Granite Media Wants To Turn A Profit With Just Programmatic Revenue

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Granite Media, which is launching its first site, Work and Money, this week, wants to prove that a publication can run profitably with 100% programmatic ads and still turn out quality content. “There are very few digital only, programmatic-only companies that are actually profitable,” said Granite Media CEO Danny Khatib. “That’s the problem we areContinue reading »

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The Top 10 Programmatic Publishers

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By Sarah Sluis, Kelly Liyakasa and Alison Weissbrot Some publishers excel in programmatic in ways that make buyers take notice. The best way to stand out in programmatic is by integrating sales teams so it’s easy to buy programmatically and direct with a single conversation. Smart publishers don’t create incentives that make salespeople push directContinue reading »

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As Programmatic Revenue Grows, The Guardian UK Shores Up Its Data

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The Guardian UK is taking ownership of its ad stack. “Publishers have given away control of our digital businesses through programmatic. And we have all been disintermediated,” said Danny Spears, programmatic director of Guardian News and Media. Programmatic accounts for 85% of the Guardian UK’s display advertising business, Spears said: “And as programmatic becomes aContinue reading »

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Facebook On How It’s Mending Fences With Publishers And The Press

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Facebook is trying to reset its relationship status with publishers from frenemy to friend. “That is an area we can do better in,” acknowledged Brian Boland, Facebook’s VP of publisher solutions. As for exactly how Facebook will build stronger ties with publishers, Boland only said, “We’re listening to our partners.” On Wednesday, Facebook unveiled itsContinue reading »

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Bankrate On Board For Server-Side Header Bidding

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When Bankrate decided to add header bidding late last year, it chose a server-side solution. “When we did our RFI [request for information], it became clear to me that server-to-server is a much better and more enhanced version of header bidding,” said Irene Kwak, VP of revenue operations for Bankrate. The financial publisher plans toContinue reading »

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