Erica Roane

Recent Posts

Last Week Today: Verizon's Oath, The Top Header Bidders, and User Experience Challenges

Posted by Erica Roane on Sep 14, 2017 5:00:21 PM

What was the buzz around the office last week? Verizon's Oath business unit offers rewards, AppNexus and Index Exchange are at the top, and publishers find balance between user experience and ad units. 

1. Data and Rewards: Oath's big strategy  

Verizon will soon feed its consumer’s web-browsing data, app use, and location data to its recently created business unit Oath. Customer’s who opt into sharing their data will earn credits for concert tickets, movie premiers phone upgrades, and more. MediaPost explains how Verizon added 600,000 new subscribers and generated nearly $90 billion in revenue the past quarter.

Read More

Topics: header bidding, publishers, data, advertisers

Friday Fives: Kaitlin Griffin Talks Teamwork, Maintaining Confidence, and Her New Passion Project

Posted by Erica Roane on Sep 8, 2017 2:23:00 PM

Summer may be over, but we’re keeping the good times rolling with our Friday Fives. For this edition we’re featuring Kaitlin Griffin, an Account Executive on our Sales team. Having been with 33Across for over 3 years, she works closely with 33Across’ agency clients. Check out Kaitlin as she describes the top things that agencies are looking for and the role data will play in the future. 

Read More

Topics: friday fives

Last Week Today: Google Chrome, Buzzfeed's Display Ads, and MoPub's Measurement

Posted by Erica Roane on Sep 7, 2017 12:33:29 PM

What was the buzz around the office last week? MoPub gets more measurement tools, Buzzfeed opens their site up to display advertising, and the new ad-blocking Chrome. 

1. Measurement tools coming to Twitter-owned MoPub  

Twitter-owned MoPub has recently updated their software, allowing publishers to provide better measurement to advertisers. With advertisers under intense pressure to measure performance, MoPub has integrated with Integral Ad Science as well as Moat to provide specifications. With viewability being a top metric, The Drum details how ad tech is shifting towards more measurement standards.

Read More

Topics: programmatic, mobile, google, viewability, advertisers, transparency

Last Week Today: Google Refunds, Whole Foods Deal, and Mobile Programmatic

Posted by Erica Roane on Aug 28, 2017 5:55:00 PM

What was the buzz around the office last week? Google issues refunds from fake ad traffic, the FTC tells Amazon and Whole Foods to move forward, and mobile programmatic's expected rise. 

1. Google refunds advertisers for fraudulent ad traffic  

As Google works towards offering marketers more transparency, they are issuing refunds for ads that  ran on websites with fake traffic. These ads were brought using Google’s DoubleClick Bid Manager. Google has also offered to reimburse its “platform fee,” which typically accounts for up to 10% of a total ad buying purchase. While this may seem like a honorable move by Google, The Wall Street Journal details how some advertising advertising are unsatisfied with the gesture.

Read More

Topics: programmatic, mobile, header bidding, google, advertisers, transparency

Last Week Today: Mobile Header Bidding, Facebook Unbundles, and Google Subscriptions

Posted by Erica Roane on Aug 21, 2017 4:28:36 PM

What was the buzz around the office last week? Mobile header bidding experiences 3-digit growth, Facebook offers new ad services, and Google explores subscription options with publishers. 

1. Mobile header bidding is on the rise  


Header bidding is seeing growth within mobile channels. According to a report published by PubMatic, mobile header bidding has grown 285% year-on-year Q2. The largest spike was seen among news publishers. The Drum breaks down the report including how the industry-wide focus on transparency and the use of PMPs is being credited for the rise.

Read More

Topics: header bidding, publishers, advertisers, transparency

Last Week Today: Legal Win for Advertisers, Multi-Touch Attribution, and Back-to-School

Posted by Erica Roane on Aug 16, 2017 5:38:39 PM

What was the buzz around the office last week? A legal win for advertisers and third-party cookie tracking, solving multi-attribution woes, and how publishers are winning during back-to-school. 

1. A legal win for advertisers who use cookies  

Advertisers have a new legal win, a US District Judge recently ruled that the responsibility to keep browsing history private falls on the user. This is great for advertisers who use third-party cookies to serve their ads. While this ruling may be a loss for privacy advocates, it is a total win for companies like Facebook, AdExchanger explains more.

Read More

Topics: publishers, viewability, advertisers

Last Week Today: Moat's Evolution, Ad Auditing, and Hybrid Models

Posted by Erica Roane on Aug 7, 2017 3:35:03 PM

What was the buzz around the office last week? Moat's evolution story, advertisers and the auditing process, and a hybrid model for brands and agencies. 

1. Moat's interesting rise in ad tech  

Known today for its measurement tools, Moat has come a long way. Back in 2011, the company created an ad search engine which made it easy for people to find ads for certain companies. Fast forward, the Moat then took calculated steps to “approve” brands to use their product. Add in ad tech buzzwords like “viewability,” it’s quite easy to see how the brand has grown into something much more. Digiday breaks down Moat’s meteoric rise in ad tech.

Read More

Topics: publishers, viewability, data, third party verification, advertisers

Last Week Today: New Viewability Standards, Self-Service Models, and Arbitrage Solutions

Posted by Erica Roane on Aug 2, 2017 1:42:37 PM

What was the buzz around the office last week? New viewability for cross-media measurement, more self-service in ad tech, and considerations for blockchain technology and ads.txt. 

1. Stricter viewability standards to come  

The MRC is in the process of reviewing it’s viewability standard of 50% of pixels for at least one second. With some major players requiring 100% of pixels to be in view, this could very well be a new  benchmark metric for others to follow. All of this comes as the MRC plans to address cross-media measurement, MediaPost explains more.

Read More

Topics: publishers, viewability, advertisers

Last Week Today: Sizmek buys RocketFuel, Viewability Measurement, and Tackling Disruptors

Posted by Erica Roane on Jul 27, 2017 1:56:39 PM

What was the buzz around the office last week? An ad tech company gets bought out, publishers accounting for 3rd party viewability measurement, and how to combat against disruptors. 

1. RocketFuel gets acquired by Sizemek  

Last week it was announced that Sizmek is acquiring RocketFuel. With a valuation once at $2 billion and $66 per share, RocketFuel’s stock has recently dropped to just below $3 per share. Planning to combine their technologies, they will serve over 20,000 advertisers and 3,600 ad agencies. The Wall Street Journal explains how the newly formed company is looking to compete with both Google and Facebook.

Read More

Topics: publishers, viewability, advertisers

Last Week Today: The Real Ad Blockers, Viewability As A Standard, and IG over Snapchat

Posted by Erica Roane on Jul 20, 2017 9:54:23 AM

What was the buzz around the office last week? Who's really using ad blockers, no longer rewarding viewability, and publishers preferring Instagram over SnapChat. 

1. The truth behind ad blockers  

Ever wonder who’s really blocking ads? A recent report by GlobalWeb Index reveals details on US digital consumers who use ad blockers. Some of the findings include that only 22% of users are blocking ads on their smartphones, and also that the lack of ad relevancy is why 49% of total consumers block ads. MediaPost breaks down the finding of this study.

Read More

Topics: ad blocking, viewability