French media is in talks about collaborating on a unified login system

Concerns about the looming ePrivacy Regulation, not to mention fear of the duopoly, are prompting European publishers to collaborate on joint consumer login systems. So far, Germany and Portugal have led the charge. Now, it looks like France could join the fray.

Leading national newspapers Le Monde, Le Figaro and Le Parisien are among the publishers discussing the potential for implementing a common single login across their sites, through which users can be automatically authenticated each time they visit one of the publishers’ sites. Continue reading “French media is in talks about collaborating on a unified login system”

ADS THAT DON’T OVERSTEP

Recent research reveals that digital targeting improves ad performance. But there’s a fine line between creepy and delightful, says HBS professor Leslie K. John. As targeted advertising becomes more sophisticated—and people become more aware of how their privacy can be compromised—offering them meaningful control over their personal information is critical. This Harvard Business Review article outlines five steps that digital marketers can take to create personalized ads that generate customer value instead of a consumer backlash.

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Google details how Chrome will block ads


As planned, Google Chrome will start blocking ads on February 15. The company today shared more details on how this feature will work when it’s turned on tomorrow.

Google last year joined the Coalition for Better Ads, a group that offers specific standards for how the industry should improve ads for consumers. The company then revealed that Chrome will stop showing all ads (including those owned or served by Google) on websites that display non-compliant ads, as defined by the coalition. Continue reading “Google details how Chrome will block ads”

Future of news media: content, advertising personalisation

“The advertising industry long ago realised the benefits of targeting audiences that are likely buyers of the products they are promoting. “Auto-intenders” is a designation given to those individuals who have indicated an interest in buying a car through their actions online.

Advertisers will pay a premium to reach a targeted audience relative to a general one.Advertising products that offer audience targeting have grown at the expense of other types of advertising that do not.”

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‘We get audience data at virtually no cost’: Confessions of a programmatic ad buyer

Data leakage is becoming a huge problem for publishers as ad dollars shift toward programmatic. For the latest installment of our anonymous Confessions series, in which we exchange anonymity for honesty, we talked to a programmatic buyer at an independent ad agency about publishers’ data ineptitude. The source said publishers have lost control over their audiences because advertisers can pluck information about users from ad exchanges without ever paying publishers for the data. Continue reading “‘We get audience data at virtually no cost’: Confessions of a programmatic ad buyer”

‘Ad blocking is a consumer signal’: A look-ahead to 2018 with Scroll CEO Tony Haile

Tony Haile is making two big bets in 2018, and both of them are both shorts. The first is that average revenues per user for publishers won’t improve. The second is that digital advertising will remain unpleasant enough that people continue to try and avoid it. Those bets will have a big impact on how next year goes for Haile, when the founder and former CEO of Chartbeat unveils Scroll, a startup aiming to solve publishers’ problems with ad blocking and intense competition for ad revenue simultaneously, with a paid service that removes ads from users’ browsers. Haile discussed publishers’ challenges over the phone with us. The conversation has been edited and condensed for brevity. Continue reading “‘Ad blocking is a consumer signal’: A look-ahead to 2018 with Scroll CEO Tony Haile”

CNBC eyes monetization after its voice audience doubled this year

Publishers have been enthusiastic about voice assistants like Amazon Alexa and Google Assistant this year, often undaunted by the fact that these platforms require bespoke content, and the route to monetization is still unclear. After promising levels of its audience returned each week to use its Alexa skill, CNBC’s global ad sales team will start selling audio sponsorship packages to advertisers in the next few months. Continue reading “CNBC eyes monetization after its voice audience doubled this year”

Publishers are underwhelmed by the payoff from hitting viewability standards

Publishers are bending to the will of advertisers to make their ads more viewable, but some publishers are finding the payoff isn’t as great as they anticipated. Over the past year and a half, advertisers have continually pounded their fists, demanding that they’ll only buy ads that are guaranteed to be seen by a user. The push for viewability gave the impression that advertisers would spend branding campaign dollars with publishers that had highly viewable ads, said Erik Requidan, vp of programmatic strategy at Intermarkets, which helps publishers including Drudge Report and The Political Insider market their ad inventory to buyers. Continue reading “Publishers are underwhelmed by the payoff from hitting viewability standards”

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