Travel Pub Fathom Uses Attribution Tech To Prove That Its Content Packs A Punch

Travel publishers often miss the boat on attribution. Although their content is an integral part of the trip-planning process at the top of the funnel, there’s no easy way to credit its role in an eventual hotel booking. Fathom, a site that publishes curated destination guides and first-person travel accounts, knew it was leaving moneyContinue reading »

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Emotion-Based Buys: News IQ’s UK Version Goes For The Heart

While many advertisers are shying away from news content due to brand safety concerns, News UK is making the case that buying ads alongside emotionally charged content drives stronger results. The publisher of The Sun and The Times loaded its version of News Corp.’s News IQ platform with data about readers’ opinions, emotions and preferences.Continue reading »

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CafeMedia Sells Websites To Focus On AdThrive

CafeMedia is selling its entire publishing portfolio to RockYou, choosing to place its bets on AdThrive, the ad management firm it acquired two years ago. The AdThrive business is profitable but the sites being sold by CafeMedia – CafeMom, MamasLatinas, Revelist and Baby Name Wizard – were “break-even,” according to CafeMedia CEO Michael Sanchez. “It’sContinue reading »

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Schibsted Boosts Revenue By Making Its Ad Server Smarter

Ad servers’ primary goal is to deliver direct-sold campaigns in full, so a publisher earns all revenue promised by the advertiser. But ad servers are dumb. They can deliver direct-sold campaigns too quickly, leaving an advertiser without active ads toward the end of the month. Or to ensure that direct campaigns deliver in full, theyContinue reading »

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Advertisers Can Now Buy Video Ads On Reddit

Reddit is hoping advertisers upvote its latest ad offering: outstream video. The ad unit is being made available to managed partners on Tuesday, and all advertisers will get a crack through self-serve within the next few months – but programmatic is still a long way off. Although programmatic is on Reddit’s road map, “we’re still inContinue reading »

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Golfweek’s Traffic Hits A Birdie After Digital Makeover

USA Today Sports Media Group acquired Golfweek 20 months ago because of its great content and readership of obsessive golf fans. After working with Golfweek on advertising and content partnerships, the Gannett-owned group saw how much more it could do with Golfweek if it owned the property. “We thought we could run it much moreContinue reading »

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YouTube Vs. The Fringe; Will Contextual Ads Boom?

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The House Always Wins As YouTube keeps dialing up brand safety protections, creators in marginal or disreputable categories are feeling the brunt. A relatively small but active group of creators who stream from inside casinos (because people like to watch others gambling) have foundContinue reading »

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How Minute Media Spun User-Generated Content Into Tech And Influencer Businesses

When the sports news startup Minute Media was founded seven years ago, Bleacher Report, Huffington Post and other publishers already had demonstrated user-generated content and social traffic growth strategies before ditching the model for more traditional newsrooms. Minute Media wants to prove a new media company can stick with its contributors and generate returns byContinue reading »

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Concert Scales Up By Adding PopSugar, Rolling Stone And New York Media

Concert, the ad marketplace run by Vox Media and NBCUniversal, added three more large publishers to its network Thursday, increasing Concert’s reach from 80% to 90% of all internet users. PopSugar, Rolling Stone and New York Media were selected to create a strong offering around entertainment and female-focused content, according to Ryan Pauley, head ofContinue reading »

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Pandora Picks Up The Pace On Programmatic

“The Sell Sider” is a column written for the sell side of the digital media community.  After this exclusive first look for subscribers, the story by AdExchanger’s Alison Weissbrot will be published in full on AdExchanger.com on Wednesday. After purchasing programmatic audio platform AdsWizz in March, Pandora has become a force in the market. In February, Pandora began beta testing a privateContinue reading »

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