Conde Nast Bringing In Nielsen Catalina Data To Optimize Ad Campaigns

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CPG advertisers running on Conde Nast properties will be able to target, optimize and measure campaigns using purchase data from Nielsen Catalina Solutions (NCS) beginning in Q1 next year. The publisher wants to marry its expertise in creative development and sponsored content with an attention to attribution and the bottom line. “If you are notContinue reading »

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Publishers Find Themselves Caught Up In Brand Safety Nets

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Publishers are getting ensnared in the filters used by many advertisers to combat the YouTube brand safety crisis. Earlier this year, many brands found their ads running next to offensive content on the video platform, prompting marketers and their agencies to enlist third-party monitoring. Now publishers as a whole are feeling the effects. The filtersContinue reading »

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BuzzFeed Lays Off 100 As It Reorgs Business For Programmatic, Commerce

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BuzzFeed laid off 8% of its domestic workforce, or 100 people, Wednesday as the company diversifies beyond native advertising. Recode first reported the cuts. With 25% of revenue in 2017 coming from programmatic, affiliate links, commerce and non-native ads, many staffers working on the branded content side are being let go. Despite building a nine-figure revenueContinue reading »

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Opposites Attract? Meredith Buying Time Inc. Marries Two Different Digital Ad Strategies

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Meredith Corp’s agreement to acquire Time Inc. for $1.85 billion, announced Sunday, will test whether Meredith’s sales org leadership can benefit from Time’s programmatic technology – and vice versa. In terms of ad sales, it’s a tale of two different strategies. Time Inc. struggled in the wake of a chaotic sales reorg that caused adContinue reading »

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Knock-Knock: How Companies Are Trying To Weasel Their Way Onto Publishers’ Ads.txt Files

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The ad buyers that will be hurt by the adoption of Ads.txt aren’t giving up without a fight. Publishers are getting deluged with emails from “agencies” and “digital marketing solutions” companies threatening to stop buying inventory unless they’re added to the Ads.txt file. The New York Times, Wenner Media, Intermarkets and LittleThings all confirmed toContinue reading »

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Purch Shores Up Defenses Against Bots, Bad Ads And Malware

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Purch, publisher of LiveScience and TopTenReviews, added three layers of defense to its anti-fraud system in October. In addition to pre-screening for bots twice, Purch now detects bots, malware and ad quality in real time. “Better-quality traffic means higher ad performance and higher CPMs,” said Purch CTO John Potter. “This is a trend. Demand sourcesContinue reading »

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Video Creation Platform Wibbitz Snaps Up $20 Million In Series C Funding

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Publishers still struggle to make enough video content and inventory. Text-to-video platform Wibbitz, which announced its $20 million Series C on Tuesday, aims to help them meet that need with technology that automates creation. The round, led by Bertelsmann Digital Media Investments with participation from The Weather Channel TV network, the Associated Press, existing investorContinue reading »

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Post-Merger Profitability: Upworthy and Good’s Happy Marriage

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The idea of accomplishing more together than apart sounds like a tagline for a social justice organization, but that’s what Upworthy and Good say happened after they merged 10 months ago to form Good Worldwide. The two publications cater to corporations and nonprofits that want to align their brands with social causes and change. GoodContinue reading »

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To Meet Video Demand, Time Inc. Turns To Google’s Mobile Outstream

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As Facebook grabs more mobile and video dollars from the ecosystem, premium publishers are looking for viable ways to compete. For storied publisher Time Inc., one solution is to bring its own mobile-optimized video solutions to market. Using Google’s native framework, Time created a mobile, in-feed video solution dubbed Adapt that is customized to itsContinue reading »

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How Food Network Seasons Its Facebook Messenger Bot

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Texting and messaging friends tends to bring out our inner foodies, and the Food Network has used a Facebook Messenger bot to join that conversation. Food Network has invested in its chatbot since it first launched in November 2016, even after the initial hype dropped off. While other brands and publishers had difficulties being conversationalContinue reading »

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