Eliminating Programmatic Confusion – The Road to Publisher Clarity – vía @iab

By Carl Kalapesi

AB releases Publisher’s perspectives on programmatic as first part in educational series

Programmatic buying and selling of advertising, real-time  bidding, and marketing automation is changing the way we transact digital media. Though numbers are very sketchy, by some accounts over 20% of all digital advertising is sold “programmatically” – and it’s growing rapidly.


There is significant confusion in the marketplace around the meaning of terms like “programmatic”, “RTB”, “programmatic direct”, “programmatic premium”, and other verbiage, often being used interchangeably. New technologies are emerging which are creating significant value, but there is also a lack of clear technical standards to ensure interoperability across different platforms. Buyers and sellers are concerned with the limited transparency and number of vendors involved in the programmatic transaction.  And programmatic raises internal, organizational challenges for brands and agencies, and particularly for publishers with their existing direct sales teams and incentives.

Agencies and their clients have a lot to lose if programmatic isn’t implemented coherently: a set of technologies that aim to create market efficiencies could, instead, create a fragmented, illiquid marketplace if each media agency insists on creating its own proprietary marketplace with its own standards and its own technologies.


SafeFrame – thnxz @iab

The SafeFrame 1.0 technology is a managed API-enabled iframe that opens a line of communication between the publisher page content and the iframe-contained external content, such as ads. Because of this line of communication, content served into a SafeFrame is afforded data collection and rich interaction, such as ad expansion, that is unavailable in a standard iframe.

To avoid disruptive ad behavior and the potential security risks of serving ads inline with the page, publishers may choose to have ad content served into an iframe.

An iframe is a sort of mini HTML page within the publisher-hosted page. Using the iframe, ad content is sequestered within the boundaries of the iframe and unable to access any information about the page where it is served. Without access to page content, ad content within the iframe cannot expand, interact dynamically with site visitors, or collect any data necessary in determining ad effectiveness.

The iframe solution protects the publisher, but it also limits ad capabilities and decreases the value of inventory that is restricted to iframes.

SafeFrame’s API-enabled iframe opens a line of communication between webpage code and the ad content in a controlled and transparent way. This communication allows for rich interaction while protecting the publisher’s page from undetected changes that might otherwise damage page integrity.
Some key benefits of SafeFrame for digital advertising include:

Seguir leyendo “SafeFrame – thnxz @iab”

Study Findings and Industry Recommendations – thnxz @iab


The introduction of the new IAB Rising Stars (RS) – Billboard, Filmstrip, Portrait, Pushdown, Sidekick and Slider – in 2011 ushered in a new era in standard, brand-building display units. The larger, interactive palettes are an ideal vehicle for digital brand advertising at scale.

On the occasion of their two-year anniversary, Undertone surveyed its clients – brands and agencies – as well as publisher partners on key questions reltaed to awareness, sentiment, challenges and metrics. Our goal was to both gain a better understanding as well as create some actionable next steps for the industry to drive adoption of RS.

Key findings:
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Is Content King? Thomson Reuters Editor And Taboola CEO Say — “Maybe”

See on Scoop.itGabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives

Imagine you knew you could write the best article of your life, but no one would ever read it. Would you bother?I asked Dan Colarusso, Global Head of Programming of Thomson Reuters, this question over breakfast in New York’s West Village a week ago. If there’s anyone who understands content, it’s Dan – given his background in infusing content with passion for a host of companies including Bloomberg, New York Post, and Condé Nast’s Portfolio.com, the place where his content vision first came together.

Like most meetings that involve an editor sitting down with someone who lives and dies by RPM and PageViews, we took turns constructively challenging one another: Content or Distribution? Quality or Quantity? Desktop or Mobile? Demo-targeting or intent-based content marketing? Seguir leyendo “Is Content King? Thomson Reuters Editor And Taboola CEO Say — “Maybe””

Building a Crowd: Make Sure Your Book Has Readers Before You Publish


by Sean Blanda
Ilustration: Oscar Ramos Orozco
It’s happened to most writers: we toil on a project for weeks, obsessing over every word. Then, when it comes time to release our work to the wild, we brace ourselves for everyone to sit up and take notice but instead … nothing happens. Why do some writing projects take off, while others never get off the ground?Occasionally, it’s luck. But mostly it’s because the savviest writers have already ensured there is a built-in group waiting in anticipation on the other side.Call it the “anti-marketing” plan: by building genuine connections with readers we can dramatically improve the chances of success and make the creative process more fun. As a bonus, when done correctly, community building efforts are cumulative – work hard to win over a supporter and you likely have a fan for years.Below we outline the steps to building an audience with the help and advice of a handful of industry experts.

1. You exist in a marketplace. Prepare to humble yourself.

We’re often deceived by the Hollywood narrative of being suddenly “discovered” and subsequently rocketing to notoriety. Chances are, we won’t run in to a literary agent at Starbucks who wants to hand us a three-book contract and arm us with a team of publicists.

Call it the ‘anti-marketing’ plan: by building genuine connections with readers we can dramatically improve the chances of success
As a result, many writers play the “publishing lottery,” blindly hoping that readers will magically gravitate to their work and, when they do, they’ll be so enamored with the book that they will feel immediately compelled to tell the world. Though some people get lucky, building an audience of readers typically takes months of research and trial-and-error.”Most people don’t do any research into their target audience, they are either too cocky or too scared,” says Dan Blank, founder of We Grow Media and advisor to authors and publishers about the best ways to get started building a community.Remember that you exist in a marketplace, and your job is to figure out where you fit iny testing who your audience is and what content resonates with them. With some up-front preparation work, you’ll save hours of heartache later.

But remember: “People can smell inauthentic community building a mile away,” says Pamela Slim, author of the blog and book Escape from Cubicle Nation. “Create something that means something to you and means something to your audience. If you’re in doubt about that, I’d suggest a different topic.”

2.Your goal will help put your work in context…  Seguir leyendo “Building a Crowd: Make Sure Your Book Has Readers Before You Publish”

So does your blog, book or ebook have contagious attributes?

English: Logo of Academic Project publishers.

Typical communication in the age of mass media start with two steps

  1. Mass Media to Network Hubs
  2. Network Hubs to the rest of the population

But “Buzz” refuses to follow neat patterns. Cold Mountain’s buzz didn’t start from the traditional marketers text book .

So what made the book spread? What were the contagious attributes? >>>>>  Seguir leyendo “So does your blog, book or ebook have contagious attributes?”

The Science of Social Timing Part 3: Timing and Blogging


Timing is everything, and maintaining a blog is no exception to the rule. Learning when your audience is tuning in, and therefore when to post, is mandatory for any successful blogger. In the third and final part of this series we’re going to explore how timing can affect your blog readership.

Data courtesy of Dan Zarrella (@danzarrella), searchengineland.com (@sengineland) and HubSpot. Content available as a webinar by Dan Zarrella hereNote: all of the data below is presented in Eastern Time (EST) unless otherwise noted. Seguir leyendo “The Science of Social Timing Part 3: Timing and Blogging”

Name Your Price

by Tamsen McMahon

I have a question for you:

What are you trying to get?

A break?
A job?
A book deal?
A feeling of control?
Of power?
Of peace?
More money?
More love?
More fame?

Okay. Another one: Seguir leyendo “Name Your Price”

The Future of Libraries

As I write this from a Starbucks, e-book within arm’s reach, it is perhaps only fitting that we discuss the future of books.

And while many a printed word has been dedicated to the certain demise of book publishing as we know it, far less has been said about how these changes are likely to affect another great (and free!) literary institution – the public library.

Google’s efforts to digitize the world’s books and create the world’s largest library online, coupled with the continued and inevitable rise of electronic book publishing, all but guarantees that the role of physical books will diminish for libraries over the years to come.  In an age in which access to information is anything but scarce or restricted, libraries’ face a future where evolution is essential for their continued survival.

So, to ensure that beautiful brick building in your hometown doesn’t go the way of the Blockbuster, here are five small ideas that will be essential for the library of the future to master:

1. Act less like a book warehouse, and more like a community center.

Host book groups, readings from local authors, and children’s educational events. Ramp up involvement in activities that add value to your community in ways that are consistent with the purpose of libraries, but move beyond the need to access books themselves. While many libraries already do these things, it’s time to redouble efforts in these areas.

2. Get niche. Get local.

In the future, no single library will be able to compete with Google (or more broadly, the Internet) on its volume of books. Instead, libraries can add value by being more specialized and local than Google can be. In addition to acting as a community center, libraries can also explore the ability to fund local research initiatives, historical preservation efforts, and co-author books on the history of the local area.

3. Provide clarity and expertise.

If we’re all suffering from information overload, the best cure is expert advice and curation. Librarians can become a hugely valuable asset to their communities by simplifying the search for the right information, and making informed recommendations based on the tastes of the specific person seeking help.

4. Embrace interactivity.

For more than two decades, interactive learning tools have been steadily gaining traction in classrooms, learning centers, and at home. While most libraries have long since embraced the inclusion of computer labs and many have already begun creating multimedia rooms, it will be in every library’s best interest to continue to pursue new forms of interactive learning solutions to remain viable moving forward.

5. Create new, louder spaces.

Increasingly, people are becoming accustomed to working in collaborative, interactive settings. Libraries have an opportunity to not only alter their approach towards learning, but also physically alter their building spaces to match new learning styles. Rooms filled with books and card catalogues can give way to technologically advanced, collaborative workspaces. Large, cavernous atriums can be converted into semi-private alcoves more conducive to discussion (of all volumes) and group analysis. Silent librarians not permitted.

The Future of Libraries… Seguir leyendo “The Future of Libraries”

A Practical Plan for When You Feel Overwhelmed

In general, September is often a difficult month: I’m catching up from summer vacation as are many of my clients, projects tend to regain momentum, the Jewish holidays reduce my work days, and our kids need more of my time as they readjust themselves to new grades in school.

But this year feels worse. On top of my regular client work, I have three strategy offsites to design and facilitate, my publisher‘s edits of my next book to review, and a TEDx talk to prepare and deliver — all in a month. And then, of course, there’s my weekly blog.

Just to be clear: I’m not complaining. I feel incredibly fortunate to be so busy doing work I love. Still, it can be overwhelming.

And here’s the crazy part: I just spent the last two days trying to work without actually working. I start on something but get distracted by the Internet. Or a phone call. Or an email. Or even a video online that has no value whatsoever. In fact, at a time when I need to be at my most efficient, I have become less efficient than ever. Seguir leyendo “A Practical Plan for When You Feel Overwhelmed”

5 Keys to Avoiding Social Media Fatigue

It’s rare that you’ll see a well-rested, socially adjusted, and emotionally fulfilled individual publish rants to a blog or Twitter page. But if you take sleep, confidence, and satisfaction from the happiest of people you’ll quickly see sniveling, snapping beasts emerge.

They’re not evil. Just fatigued. Unfortunately, “I was tired” won’t fix the damage caused by unsightly outbursts. You can avoid many of their mistakes by putting the following into practice…: Seguir leyendo “5 Keys to Avoiding Social Media Fatigue”

Guardian bundles interiors title with Saturday magazine

The Guardian is adding an interior design magazine to its Saturday package this weekend in a commercial deal with an existing title.

Homeworks: Guardian bundles interiors title with Saturday magazine
Homeworks: Guardian bundles interiors title with Saturday magazine

Homeworks is a perfect bound luxury interior and architecture magazine published by WriteOn UK Ltd, an independent company. The magazine will be included as an insert in the Saturday package.

The second issue of Homeworks for the Guardian will appear on 20 November. From 2011 the magazine is set to appear with the paper on the first Saturday of every month alongside existing Saturday magazines the Guardian Weekend and the Guide.

Homeworks has existed for eight years and has previously been distributed in the Mediterranean, included as part of the Malta Sunday Times package, reaching a circulation of 44,000.

The magazine is gradually being rolled out across the Guardian’s UK market, with the aim of reaching 600,000 readers nationwide by January. Seguir leyendo “Guardian bundles interiors title with Saturday magazine”

Can Neuromarketing Research Increase Sales?

Dr. A. K. Pradeep, Chief Executive Officer of NeuroFocus

Every new product launch, ad campaign or package design takes significant research, time and resources to ensure success, but not every launch is successful. Suffice it to say that guess work plays a part to determine: Will it grab attention? Will it be memorable? Will it engage emotionally? And most importantly, will it drive purchase intent?

Taking the guess work out of the equation prior to launch is a marketer’s dream, which is now a definable reality with quantifiable results. Just recently the notion was put to the test to see if neuroscience could be used to help a magazine sell more copies. And the results were enlightening. Seguir leyendo “Can Neuromarketing Research Increase Sales?”

Guardian to promote content strengths with marketing push

Brand Republic: Connecting advertising, marketing, media & PR

By John Reynolds, marketingmagazine.co.uk

Guardian News & Media (GNM), the publisher of The Guardian and The Observer, is to change its marketing strategy to focus on specific content areas, starting with a film-themed campaign.

Guardian film campaignGuardian film campaign

This is the first significant shift since the arrival at GNM in April of content sales and marketing director Chris Lawson, previously brand director at Absolute Radio.

Print, radio and digital activity, by Wieden & Kennedy, will run from this Friday until 22 October. Radio ads, voiced by film critic Mark Kermode, will challenge listeners to name as many films as they can in 60 seconds.

The theme will continue in print, with The Observer giving away an Airplane! DVD, and The Guardian listing UK film’s 100 most-powerful people. Seguir leyendo “Guardian to promote content strengths with marketing push”