The growing power of walled gardens isn’t all bad for the rest of the media world. Facebook, YouTube and their walled-garden peers are paving a path toward a pixel-free internet. Their obsession with user experience has made them allergic to third-party tracking pixels, and they are pioneering new methods of server-side measurement.
Walled gardens have set themselves apart from thousands of publishers across the open internet by restricting their integrations with principal programmatic technologies. Learn about the unique solutions walled gardens have adopted to meet the needs of advertisers while maintaining their high walls.
Data half-life says a lot about the degree to which publishers can tolerate a culture of experimentation. Publishers with fast-burning data can test emerging programmatic sales channels, allow new third-party trackers on their pages and even explore direct data-licensing agreements without fear of long-term consequences.
In the tug-of-war between CMO and CFO, the CFO is winning. Advancements in measurement and attribution have made it possible for the CFO to demand proven returns from media investments. Like any other business investment, marketing is now being held accountable to achieving financial returns.
Clever applications of private marketplace technology allow publishers to move from reactively protecting data leakage to proactively monetizing their data assets.
So far, we've been communicating our perspective primarily through the Jounce Media blog, but we've been on the lookout for new ways to connect. We're eager to start a dialogue on the biggest and fastest moving challenges facing the industry and the actions our partners can take to stay ahead of the innovation curve. So today, we're excited to announce the Jounce Media Webinar Series!
FBX was the first mass market example of real time bidding’s applications beyond banner ads, and its closure is a signal of the growing power of walled gardens in the face of an open advertising ecosystem. But most publishers aren’t Facebook, and they are eagerly adopting the programmatic selling of native ad units.
Comcast's acquisition of StickyAds signals that the company may be trying to follow Google's playbook of building a fully integrated monetization solution for publishers. The strategy is sound, but Comcast should learn from Google's tactical stumbles and embrace unified yield management before header bidding infiltrates the video advertising world.
Programmatic advertising is dead. So says its self-proclaimed inventor, Mr . Brian O’Kelley, CEO of App Nexus. The new era is all about the core ad tech buyers — the advertisers and publishers. The winning technologies of the new age will be those that see customers as equals, that teach customers how to use the powerful tools they are buying.