Unpleasant times: The gloves come off at London ad conference

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Viewability or fraud: Marketers are split on which is the bigger issue, Header bidding’s got a mobile app problem, How commerce content sits uneasily alongside newsrooms,

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Agency contracts, transparency, and programmatic’s bad rep, were among the topics hotly debated by advertisers at ISBA’s annual conference yesterday. A good many publishers have fired up content studios and some claim native is now the biggest source of their revenue. But there are still major growing pains. Header bidding may be a popular technique on desktop, but mobile is eating media. And header bidding doesn’t translate well to apps. For some, the industry’s focus on viewability is masking far deeper problems around the pervasiveness of fraudulent traffic. Melding content and commerce has long seemed like an unbreachable challenge to many publishers. But many are now hitting on the right formula.
 
TLDR Title
 

Unpleasant times: The gloves come off at London ad conference

Grace Caffyn

Old themes like fraud, brand safety and transparency were given new urgency among top advertisers at trade body ISBA’s annual conference on Wednesday.

‘The model can’t hold': Publishers face content studio growing pains

Lucia Moses

The rise in the number of publisher content studios obscures just how hard the business is, due largely to high costs and intensified competition.

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Understanding fraud and inventory quality in programmatic

Sponsored Content Yahoo

Consumer-facing information technology grows and improves daily, giving brands new ways to capture the hearts and minds of connected consumers. On the flip side, these same developments open the door for fraudsters to become more sophisticated, offering new venues for defrauding advertisers of both meaningful views and funds. Stay up-to-date on programmatic advertising with this guide. Sponsored by BrightRoll.

Viewability or fraud: Marketers are split on which is the bigger issue

Ross Benes

Industry groups have made a big push to prioritize viewability, but some marketers say that the bigger scourge remains bot traffic.

Header bidding’s got a mobile app problem

Ross Benes

Header bidding is being adopted across the mobile web but struggling to gain acceptance within mobile apps where new bidders often have to upload their own SDKs within apps.

A guide to moments-based marketing for a mobile-first world

Sponsored Content Spotify

Hearing is believing, especially on mobile. Audio ads are twice as likely to lift purchase intent and information intent than display ads. It’s time to get creative with audio and make an impact with your messages. Get the guide. Sponsored by Spotify.

How commerce content sits uneasily alongside newsrooms

Max Willens

“I’d much rather have a Picks story that 100 people read and it leads to 50 people buying something than a story that gets 10,000 pageviews and it leads to 20 purchases."

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March 8, 2017
Front-End Developer
Wray Ward
Charlotte, NC
 
March 8, 2017
Engagement Editor
Consumer Reports
Yonkers, New York
 
March 7, 2017
Digital Media Sales Operations Coordinator
NCC Media
New York, NY
 
 

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Events Title
 
Last chance deadline
Digiday Content Marketing Awards
March 10, 2017
 
March 14, 2017
Glossy Hot Topic: Data Strategy
New York City
 
Early deadline
Digiday Publishing Awards Europe
March 17, 2017
 
 

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