Mind The Gap: Addressing The Digital Brand Deficit - TRUSTX

09/05/18

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by David Kohl, president and CEO at TrustX.

News flash: The shiny new object is no longer shiny – or new.

Programmatic advertising – the industry’s perpetually new thing – is roughly a decade old. Early ad networks and exchanges such as Google AdX, AppNexus, PubMatic and Rubicon Project started deploying programmatic RTB software between 2007 and 2010. Growth in the sector has been staggering. Since programmatic advertising went mainstream, digital media spend climbed from $32 billion in 2011 to $90.4 billion in 2017, and a whopping 85% of digital display advertising will be traded programmatically by the end of 2019, according to eMarketer.

But here’s the rub: The advertisers who foot the bill are getting too little in return.

Continue reading at AdExchanger.

09/05/18

by Paul Wyrembak

09/28/19

Brand Safety Worries Are Hurting News Publishers Ahead of 2020 Election

Ahead of a contentious 2020 U.S. presidential election, two trade bodies representing media agencies and publishers are working toward more sophisticated brand safety standards and how to apply them to news content. Continue reading at Adweek.

09/25/19

Ad Buyers Beware, This Article Includes At Least 4 Words That Might Be On Your Keyword Blacklist

People are consuming more news content than ever, but some advertisers avoid it like the plague. In fact, the word “plague” is probably on a bunch of keyword blacklists. “We battle the narrative that news is an unsafe place for marketers,” said Christine Cook, SVP and CRO of CNN’s digital portfolio, during a panel Tuesday […]

09/20/19

In pursuit of truth: why marketers must act now to sustain trusted news

When did the term “fake news” begin to permeate everyday conversation? In an informal poll of friends and colleagues, almost everyone said, “sometime in 2016.” And when asked, “how do you distinguish between real and fake news?” the entire group answered the same way: they check reliable news brands for verification. And herein lies a […]