Last Week Today [7/18/16]

Posted by Erica Roane on Jul 18, 2016 8:30:00 AM

 

 

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What's the buzz around the office this week? There is a costly rift in the online advertising industry, publishers are recycling old content and not many display ads are seen in the UK.

1. Bridging the gap in programmatic advertising  

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The fact that there is a supply-side and a demand-side within programmatic advertising suggests that the industry may be slightly polarized. Publishers are concerned about monetization and buyers are consumed with audience-targeting. There needs to be a cohesive goal amongst the two sides.  AdExchanger suggests user experience should be a key focus as they present a win-win situation for publishers, buyers and viewers.

2. Publishers are getting the most out of content   

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Consistently creating original content is an investment. Not only is it costly, our 24/7 information age makes it nearly impossible for publishers to cover everything. In return publishers are changing the way content is generated. Gearing towards topics such as health, fitness and food; publishers are creating content that will remain relevant and not become easily dated. Digiday outlines examples from top-publisher Buzzfeed on how they spin their existent content to create new opportunities, and how you can too.

3.  Programmatic in the UK: Less than 50% is viewable   MediaPost_logo.png

The UK has recently been dubbed the capital of “unseen ads.” With only 47% of display ads actually seen, the blame has been put on programmatic advertising. While the automated buying process is gaining traction, it is not yet a standard in UK display advertising. Before we start pointing fingers, MediaPost explains the causes of this limited viewability including the lack of viewability tools and poor impression-generating tactics.

More from 33Across

This week we announced the launch of our new publisher dashboard. Designed to help publishers increase their incremental revenue, features of the new dashboard include: easy-to-read charts and graphs, real-time results and deeper insight into performance. Click here to learn more about our new dashboard and how you can start monetizing today.  

Topics: display advertising, publishers, viewability, programmatic advertising, UK, buyers