Display Advertising

The impact of native advertising across the consumer journey – Mobile Marketing Article

30-second summary: As native advertising becomes industry table stakes, recognition of its value as a full-funnel strategy increases exponentially. Research indicates native advertising impacts purchase decisioning more than standard display tactics. Nativo’s exclusive Native Article format centers on a “click-in” approach that facilitates a seamless user experience, keeping consumers actively engaged on a publisher’s site. When native advertising appeared on the scene in 2011, it posed an important question: Why not create an advertising experience consumers enjoy? Since then, native……

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MoPub gives publishers impression-level revenue data, links with attribution platforms – Mobile Marketing Article

MoPub, the Twitter-owned mobile ad exchange, announced Tuesday it is making impression-level revenue data available to publishers and has partnered with seven third-party attribution platforms to deliver the data. The platforms include Adjust, Appsflyer, Branch, Kochava, Singular, SOOMLA and Tenjin. The impression-level revenue data will be delivered in real-time once an ad impression is triggered and will include a variety of data fields, such as the demand source, ad placement, currency and country information. Why we should care This granular…

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Google shares details on how first price auctions in Google Ad Manager will work – Marketing Article

In March, Google announced it will shift to first price auctions for Google Ad Manager, its ad server and publisher exchange, by year end. On Friday, it issued an update with some additional details on the transition. How auctions on Ad Manager run now. Currently, there may be two different auctions run for a specific ad. A second price, real-time bidding auction runs among Authorized Buyers, which include Google Ads, Display & Video 360 and other DSPs. That’s then followed…

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Facebook Exchange: Will It Stay or Will It Go? – Mobile Marketing Article

Anvil’s Paid Media Team weighs in on the current status and long-term plan of the Facebook Exchange There is a lot of speculation around the longevity of the Facebook Exchange and if it will continue to be supported by the social media giant. Industry insiders speculate that it will be shut down in 2015, while other vendors with close ties to Facebook say that it depends on who you talk to. According to them, the overall consensus within Facebook’s walls…

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