“Quousque tandem abutere, Catilina, patientia nostra?” For how much longer, Catiline, will you abuse our patience? In 63 BC Cicero delivered a famous speech in the Roman Senate, accusing Catiline of plotting to engulf ancient Rome in flames and destroy the city. In digital advertising, the patience of those envisioning
Not even a month ago I was advocating for media owners to stop following and start leading. Right at a time when media, and especially news, is seen by many on its deathbed, with the mortal blow being brought by artificial intelligence platforms that will swallow media brands and their
I am often debating with people from all sides of the industry on the difficulty of selling true value products and services across media and advertising clients. It is very difficult to break through an environment historically conditioned by bad actors and practices. My answer is always that the problem
While there's consensus on the value of unique, differentiated content, many media organisations fail to apply this principle to their digital advertising strategies. This paradox is a significant challenge, often overlooked in its hidden consequences. A few days ago, Jounce Media released a report which showed how TRUSTX
Media owners often ask me for successful media case studies. The frequent feedback I get in return is that it is easy for the subjects of my examples, media owners themselves, as “they have unique content”, “their audience is incredibly engaged”, or “they have the resources to do what they
“Consent or Pay”, which excludes user opt-out unless they subscribe, is a gift from quality media owners to Made for Advertising (MFA) websites and apps and a wrong turn on their path to self-reliance. This tactical initiative reminds me a lot of premium media companies’ commoditisation era, where they often
A time bomb has been ticking deafeningly loud and uninterrupted across the digital advertising ecosystem for at least the last 15 years, and it just exploded. Dubbed “Made for Advertising”, the only reason to exist for these websites and apps is click baiting people, filling ad slots and making money
It’s never been more necessary to make journalism self-sustainable and save news media from economic collapse. But it feels like advertisers often frame supporting the news as a charitable endeavor, rather than something that will positively impact their business. If advertisers feel like they need to go out of
For media owners, the difference between thriving or fading away in the first-party web depends on building, growing, maintaining and protecting their direct relationships – not only with the audience, but also with the advertiser. However, after years of chasing the warped incentives of the third-party cookie era, many publishers have
Retailers are exploring new opportunities for incremental revenues by opening new channels, with media and advertising very much on their radar. Meanwhile, retail media is an area of potential expansion for ad tech companies whose business models have been challenged in the last five years by regulatory and policy trends.
Privacy is not the main hurdle to digital advertising’s evolution.
The 30-year agreement between Yahoo and Taboola recently made headlines, but it also left a few in the industry wondering.