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67% of Digital Display Expected to be Sold through Programmatic in 2019

admin, November 21, 2018

More than two thirds of the world’s programmatic display advertising is predicted to be sold programmatically by 2019, according to Zenith’s recently published report titled, “Programmatic Marketing Forecasts.”

The report predicts that the industry will to continue to climb in value, sharply rising from $57.5b to $85b, amounting to a 38% growth spike in 2019.

Programmatic advertising is most widely used in three of the world’s largest English speaking markets; the United States, Canada and the United Kingdom. Zenith estimates that in the three aforementioned countries, programmatic display advertising dominates – accounting for 81%, 78% and 77% of all of the advertising purchased.

Read the report here

 

 

Advertisers Can Now Exclusively Buy from ads.txt Supported Websites

Brian Blondy, August 14, 2018

Google announced the introduction of inventory controls in its Google Marketing Platform, specifically within Display and Video 360 (formerly DoubleClick Bid Manager) allowing advertisers to selectively choose to buy from websites which exclusively support ads.txt authorized inventory and exclude themselves from buying inventory from sites not using the ads.txt file.

The recently released Display and Video 360 (formerly called DoubleClick Bid Manager), a part of the Google Marketing Platform, allows advertisers to execute ad campaigns end-to-end in one place, creating efficiency in how teams work and helping teams do more together.  For more on Display & Video 360, click here.

Ads.txt allows publishers place on their website server a .txt file which explicitly lists which companies they sell their inventory through.  The file lists partners by name, but also includes the publisher’s account ID.  This is the same ID buyers see in a bid request, which they can use as a key for campaign targeting.  Buyers use a web crawler to download all the ads.txt files and the information contained within on a regular basis and use it to target their campaigns.   This means buyers know that if they bid on request that comes from an authorized ID, it’s coming from a source the publisher trusts or has control over.

 

Photo credit: Google

 

Originally launched in Q4 2017, Ads.txt has proved to be highly adopted and successful.  According to a blog post written by Tobias Maurer, Google senior product manager, ads.txt is making a big impact on the industry.

Nearly 600,000 publishers have adopted ads.txt since October 2017, specifically, 430,000 domains have added ads.txt files to their website since February 2018.

“We’re proud to say that nearly 90 percent of our publisher partners have adopted ads.txt. What’s more, over 80 percent of the available inventory across exchanges accessed by Display & Video 360 is now authorized. Finally, as more websites continue to adopt the standard, we plan to make the ads.txt-only inventory control the default setting for Display & Video 360 by the end of 2018. said Maurer.”

 

For more information about Ads.txt:

What is Ads.txt and Why is it a Hot Topic Right Now? Read here.

A Conversation about Ads.txt with Mr. Sherzod Rizaev of MinuteMedia (Full) – Read here

Would you like to schedule a meeting to meet with us at DMEXCO?

sales@totalmediasolutions.com

 

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian(at)totalmediasolutions.com or on LinkedIn

 

 

 

 

 

Doubleclick Bid Manager и AdWords: что выбрать?

Anastasia Vishnyakova, June 19, 2018

Google предлагает рекламодателям несколько инструментов для запуска digital кампаний. И если платформа AdWords отлично знакома каждому рекламщику, то Doubleclick Bid Manager (DBM) – это премиум решение для рекламных агентств и компаний, которые располагают значительными бюджетами.
Для такой «премиальности» есть свои закономерные причины.
В чем отличие DBM от AdWords и в каких случаях лучше использовать каждый из этих инструментов? Сейчас подробно расскажем.

Ювелирный таргетинг

Альфа и омега успешной рекламной кампании – это доступ к релевантной целевой аудитории, когда бюджет тратится на привлечение ваших потенциальных покупателей. Именно таргетинг делает DBM уникальным инструментом для рекламодателей. Используя AdWords, вы можете формировать аудиторию по демографии, интересам, географии, темам. И все это только на базе данных Google. В случае с DBM в игру вступают сторонние поставщики трафика – более 90 бирж рекламы и 900 млн сайтов. DBM обеспечивает 90% охват типичных аудиторий на основе файлов cookie на всех биржах, во всех форматах и во всех регионах.
С таким масштабом к традиционным критериям таргетинга добавляются новые – контекст страницы, сценарии поведения пользователей и многое другое. Все это делает таргет максимально гибким и точным, а, значит и шанс на получение релевантных лидов возрастает в разы.

Премиальные программатик закупки

Все закупки рекламы в DBM происходят автоматически. Рекламодатели DBM могут выбирать из ряда programmatic вариантов покупки, в том числе гарантированных программ, прямых сделок и открытого обмена. Например, можно напрямую автоматически купить место для размещения в таких премиальных медиа, как Avito, ТАСС, Picabu, TripAdvisor Russia. К слову в AdWords, прямого доступа к сайтам нет.

Жесткий отбор издателей

Не каждый издатель может предлагать свой инвентарь в Doubleclick. Все сайты проходят строгий отбор, что обеспечивает высокое качество рекламных площадок.

Детализированная отчетность

DBM предлагает возможность проанализировать программатик кампании с помощью 35 метрик и свыше 50 показателей. Например, одна из самых полезных из них – Active View. Это технология Google, которая позволяет определить, видел ли пользователь объявление и как долго оно отображалось.

Так все-таки Doubleclick Bid Manager или AdWords?

Скорее всего и то, и то. Для рекламы в поисковой сети и небольших display кампаний может хватить и AdWords. Но если вы хотите повысить контроль за медийной рекламой, иметь возможность разрабатывать масштабную рекламную стратегию, направленную на целевой таргетинг потенциальных клиентов, то DBM станет прекрасным инструментом в вашем арсенале.

О нас:

 

Total Media Group – это первый официальный партнер Google в России по экосистеме Doubleclick. Сегодня мы гордимся тем, что десятки лидеров в своих областях, в том числе Aviasales, digital-агентство Ingate и многие другие, выбрали Total Media в качестве своего поставщика Doubleclick Bid Manager.

 

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Programmatic Video, with a touch of history

Brian Blondy, April 29, 2018

 

An Overview

Once upon a time, programmatic video advertising was not an obvious choice for publishers wishing to monetize their inventory. The word programmatic, the use of software to purchase digital advertising, was met with blank stares and questionable motives. Thankfully, as the industry began to realize that manually negotiating, serving ads, banner tracking was too much for the ad networks to handle, it was essential to find an automatic solution.

To be fair, the digital marketing industry has historically been able to “keep up” with the complex and ever-growing web. It’s been a tango, to the say the least, with the first banner ad in 1994 on Hotwired creating the need for ad servers which in turn birthed the demand for ad networks. These ad networks were able to hold down the fort but the web kept growing and growing and eventually things got out of hand again – insert, Google. Thanks to AdWords and AdSense, the web could be trusted again.

Then, in 2007, Apple launched the iPhone and Google followed shortly with Android OS which completely changed the game. The web grew exponentially along with the audience. Manual ad serving was now out the question, for most publishers, as it was becoming increasingly difficult and, needless to say, unprofitable to pace the industry. Using computers and algorithms to make ad serving more efficient means that programmatic advertising is not just the future, it’s already the present.

 

Present Day

This brings us back to video ads served programmatically, an obvious choice now for publishers worldwide who wish to optimize yield. The reality is that serving ads programmatically enables data-rich, targetable, and scalable inventory trading.  Advertisers can buy across thousands of sites, focusing only on your target audience and are not limited to existing users only, but new ones as well. Programmatic advertising is CPM based, meaning that you for the actual impression, not per click on the website.

 

Publishers have a few options when it comes to programmatic video:

  • Creating their own unique video content and featuring it through their embedded player – this option allows publishers to offer this content to direct advertisers for premium prices as well as to programmatic buyers
  • Subscribing to an online video library and choosing content verticals which are most related to their content, or featuring YouTube type video content
  • Allowing 3rd parties to embed their own player and content to be featured on a site with their own monetization.

 

What automatic, data-enriched ad serving has proven quite certainly is that time is money, and publishers and advertisers are adopting programmatic ad serving at a rate that would make RTB run for the hills.

Total Media has a wide variety of video ad tools for our clients and we would love to share them with you. Click here for more information about our video platform for publishers, an all in one solution (player, marketplace, and dashboard) with multiple video formats to responsively show video advertisements on your website.

 

Talia Chudacoff is a Senior Account Manager at Total Media.  You can contact Talia by email at talia(at)mediatraderz(dot)com or on LinkedIn

Digital Ad Spend Expected to Grow 4.7% in 2018

Brian Blondy, February 4, 2018

 

According to a 2018 forecast conducted by World Advertising Research Center (WARC), digital ad spend is expected to grow 4.7 percent globally in 2018 due to the Winter Olympics in South Korea, the FIFA World Cup in Russia and the US Congressional elections all of which are expected to significantly stimulate online ad growth.

In addition, digital media will beat television for the first time as the owner of the most significant share of the world’s cumulative $572B ad spend. Digital’s portion of total media spend is expected to reach nearly 38%, up from 35% in 2017, whereas, television is predicted to yield a 36% share, a dip from 37% in the previous year.

WARC’s findings from their recently published Global Ad Trends report examine emerging and current trends across 96 key markets in addition to delivering predictions for 2018.

According to WARC’s data editor James McDonald, “2018 should be a stellar year for global advertising, with ad investment set to grow at its strongest rate since the post-recovery years of 2010 and 2011. All global regions…are expected to register growth, supported by key quadrennial events – notably the Winter Olympics in South Korea, the FIFA World Cup in Russia and the US mid-term elections.”

Starting off Q1 2018, the Winter Olympics take place on February 9 – February 25, in Pyeongchang, South Korea. In late Q2, the World Cup will kick off on June 14, 2018, in Moscow, Russia followed by the United States Congressional Elections on November 6, 2018.

 

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian@totalmediasolutions.com or on LinkedIn

New Study Shows Vast Majority of Ad Fraud Caused by Small Percentage of Publishers

Brian Blondy, June 12, 2017

According to an early 2017 study conducted by Fraudlogix, an ad fraud solutions specialist catering to global DSPs and SSPs, an evaluation of 1.3 billion random ad impressions during a 30 day period uncovered that 247 million of the monitored impressions, roughly 19 percent, were found to be either fake or bot generated. 

Fraudlogix’ global analysis study focused on the activity of 59,000 publishers over a 30 day evaluation in April 2017.

In particular, 514 publishers (0.9%) were found to be responsible for more than 50% of all of the fraudulent activities documented during the study.

Fortunately for advertisers, the fake impressions were discovered not to be spread across the internet, but rather, clustered within a small group of publishers whom are uniquely accountable for the majority of fraudulent activity currently monitored in the study.

Going further, roughly 2,000 publishers (3.0%) of the same pool were generating more than two-thirds (68%) of all of the ad fraud found. 

Fraudlogix found that the publishers whom were participating in ad fraud were buying bot-generated traffic in order to generate falsified impressions for advertisers.

Fraudlogix still believes that the ad industry as a whole is honest and is providing clean ad traffic.

Despite the optimism, figures released in March 2017 point to ad fraud costing advertisers $16.4 billion in wasted ad spend globally during the current calendar year, a figure which amounts to a total loss just short of 20% of the total digital ad spend worldwide in 2017.  

Lesson of the day is to be careful what you buy!

 

Total Media Offers Consulting for Advertisers

As an advertiser you need to maximize your return on investment across all media channels. That’s where Total Media comes in: We harness multiple technologies, skills and languages, with over a decade of advertising technology experience to deliver optimal results for our customers. Our expertise in programmatic technologies and platforms will maximize your advertising campaigns.

Total Media prides itself on enabling organizations to take their business to the next level with meaningful marketing that aligns customer’s advertising strategy and their content with measurable, reliable and results-driven marketing.

We have an abundance of experience working with both premium advertisers and publishers with highly-trafficked websites seeking to maximize their ROI through programmatic direct.  If you would like to begin using programmatic direct on either the buy-side or the sell-side and are not sure how to begin, we can help you along the way. Feel free to contact us here for further consultation.

 

 

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian(at)totalmediasolutions(dot)com or on LinkedIn

Google begins preparing industry for new Chrome ad-blocking tool

Brian Blondy, June 12, 2017

Google has begun informing publishers that they have roughly six months to prepare for a new Chrome-based ad removal tool which will automatically remove unacceptable ads and popups from websites across the web.

According to the Wall Street Journal, Google calls the pre-installed and enabled plugin as an “ad filter,” rather than an ad blocker, for preventing non-compliant advertisements from loading during a user website experience.    

Using standards defined by the Coalition for Better Ads group (Google is a sitting member), Google is said to be targeting the following ads types with the new tool:

  • Website pop-ups
  • Auto-playing video ads which include sound
  • “Prestitial ads” which count down before featuring content

 

To assist publishers for preparing for the introduction of the plugin, Google will release a self-service tool in the coming months called “Ad Experience Reports,” which will notify publishers of the current instances of non-compliant advertisements on their website alongside solutions for removing the known issues.

In a post published on Google’s official blog, Sridhar Ramaswamy, Senior VP for Ads & Commerce at Google, said that the reason for introducing measures to combat ad blocking was meant to assist and ensure publishers continue earning revenue in Chrome despite the prevalence of widespread adoption of 3rd party blocking software. 

“We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising.”

Since website monetization remains an essential revenue source for publishers, many may begin to be wary of the financial and editorial impact the Chrome plugin will have in potentially decreasing monthly ad revenue and modifying their website advertising aesthetic in a sweeping manner.

Glenn Carstens-Peters – Unsplash

 Ben Erdos, VP of Platforms and Services at Total Media, believes that both publishers and web users may eventually end up supporting the rollout of the powerful Chrome ad-blocking plugin.

“Google’s idea behind baking in an ad filtration tool is to try to stop the systemic tide of users to third party ad blockers. Third party ad blockers are a relatively blunt instrument which are often downloaded because the user previously had a bad experience on a particular website, which as a result, ends up affecting all other sites,” said Erdos. “As far as I’m concerned what’s good for the user in the end is also good for advertisers and publishers alike.”

While many may view the move from Google as heavy-handed, Erdos believes that the development is rooted in purposeful altruism for Chrome users since the plugin essentially boosts website engagement and improves the Chrome experience for users by removing data heavy and visually obstructive advertisements.

As a result the tool will certainly motivate global programmatic ad exchanges to tighten up their ad compliance guidelines for advertisers interested in appearing in Chrome, which as a result, will improve the internet’s speed and readability for users, particularly in Chrome. Chrome users have much to rejoice upon with this development.

For users of 3rd party ad blocking software, the free lunch may soon be coming to an end.  Google will also roll out a new tool called “Funding Choices” which would present a notification to users those using ad blockers with a request to disable the plugin or to instead pay a yet to be determined sum to remove advertising outright from the browser.

Based on the growing popularity of ad blocking plugins and the staggering impact they have caused to publisher revenue over the past few years, it’s logical that Chrome, the internet’s most used browser, would have to eventually take bold steps to addressing the growing ad blocking issue in Chrome. 

Google is offering assurances that the Chrome tool will not be limited to only blocking ads from non-Google demand sources, meaning that the tool will also block non-compliant ads originating from Google’s own programmatic sources.

“We plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018,” said Google’s Ramaswarmy on the subject.

Crew – Unsplash

Despite Google’s assertion of neutrality, it still remains to be seen whether the actions of the Chrome tool will adversely affect publishers’ revenue, their ability to monetize as they deem fit, as well as the reality that the tool may have the absolute power to weaken Google’s programmatic competition by blocking ads in a widespread manner inside all versions of Chrome. 

As a result, it will also be interesting to observe whether the ad-blocking tool will motivate publishers to exclusively use DoubleClick AdExchange (AdX), and conversely, for advertisers to seek out AdX’s pricier media on buy-side platforms, to essentially ensure Chrome ad compliance and exposure rather risk having ads being blocked.

Only in 2018 will we begin seeing the far-reaching effects, both positive and negative, the tool will have on publishers, advertisers and web users.  The biggest takeaway here is that Google possesses an unmatched ability to shape the Chrome experience into the vision it desires.

Clearly with so many different ways to dissect this issue, how you feel about these changes probably reflects where you sit in the programmatic ecosystem and how much pain the change will cause you going forward.  That being said, Chrome users are clearly the big winners here, with both publishers and advertisers tasked having to significantly adjust to the new rules of the game set by the biggest fish in the programmatic pond.    

Despite Google’s assertion of neutrality, it still remains whether the real motivation behind the tool is to solely improve the internet experience for its Chrome users or to instead insert a mechanism into Chrome to essentially protect the 89% of its revenue that it earns yearly for displaying its own programmatic advertising by essentially cannibalizing its ad competition in Chrome.

When the actions of the ad blocking tool affects publishers’ revenue, their ability to monetize their websites as they deem fit as well as potentially weakening Google’s programmatic competition by blocking their ads, one can deduct that simply improving the user experience on Chrome is perhaps not the primary objective at play here.  As a result it will be interesting to study whether the ad-blocking tool will motivate publishers to exclusively use DoubleClick AdExchange (AdX) to ensure Chrome ad compliance.

Conversely, the tool will certainly motivate global programmatic ad exchanges to tighten up their ad compliance guidelines for advertisers, which as a result, will improve the internet’s speed and readability for users.  There is much to rejoin upon with this development.

 

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian(at)totalmediasolutions(dot)com or on LinkedIn

 

 

 

 

 

 

 

 

Google Revises Monetization Guidelines for Publishers

Brian Blondy, May 28, 2017

Google has updated its publisher conduct policy to consider violations of its content policy at a page level rather than at a site level. Now Google will only disable monetization on individually non-compliant webpages, rather than the entirety of a publisher’s Google AdSense or DoubleClick AdX account, when the content policy is violated.

The policy pivot aims to improve Google’s ability to administer selective enforcement on content and readiness to deliver transparent notification of its policy violations to publishers.

Previously, when an AdSense or AdX violation had occurred, publishers had their AdSense and/or AdX website monetization account paused until the violation was corrected, often to the dismay of publishers, without specificity, the precise violation and where it that had taken place on the website.

 

 

The publisher had to select which of his pages were appropriate to send through to Google to monetize, either through their CMS or through some other system. However this is costly and requires lots of resources from the publisher.

Through transparency and clarity upon occurrence, AdSense publishers will now receive email notification when website content is non-compliant.  In addition, publishers can visit to a “policy center” to investigate the exact cause of the violation along with compliance recommendations for AdSense restitution onto the page.

Ben Erdos, VP of Platforms and Services at Total Media said that the changes are sure to be welcomed by publishers everywhere.

“The developments from Google are great step in assisting publishers who have a range of mixed content in remaining policy compliant. Any steps to greater transparency from Google as to where and why policy infringements have happened are greatly welcome.”

“The policy center should also reduce the time it takes for publishers to resolve any site wide issues as well,” said Erdos.

Comparatively, publishers using AdX will also receive violation notification email with more details. A policy center for AdX is also in the works.  For more information about the AdSense program policies and what constitutes prohibited content, visit the Google AdSense program website here.

 

Brian Blondy is the Marketing Manager at Total Media.  You can contact Brian by email at brian(at)totalmediasolutions(dot)com or on LinkedIn

Monetization Case Study – A Prominent Online Media House

Brian Blondy, March 29, 2017

Overview

Total Media is a global digital solutions provider offering ad technologies, monetization solutions and value added services to publishers and advertisers worldwide.  With extensive expertise in sell-side ad technologies, Total Media is recognized as an official Google Certified Publishing Partner (GCPP) and has been an official DoubleClick by Google partner for over ten years for optimizing DFP Premium, DFP Small Business, and DoubleClick AdX.

 

Publisher Overview

In 2016, Total Media began working with one of the world’s largest online media houses, a family of websites which earn hundreds of millions monthly visitors to all of its properties per month.  Total Media was tasked with improving all of the company’s properties in order to improve the monthly advertising yield.

 

The Scenario

One of its websites, a women’s lifestyle portal, which receives tens of millions of visitors per month in Europe, was due for optimization.

At the time, this particular site was not properly financially capitalizing on its traffic due to an abundance of underperforming ad units across the website.

 

 

Results

The main reason for the growth was due to improved optimization and techniques which significantly improved the efficiency and performance of the ad units on the website.

We believe that the better optimization and ad unit performance resulted in creating an uplift of the website’s revenue from May 2016 onwards:

  • Added new high conversion products – Desktop, Mobile, and Video
  • Better placement and traffic optimization
  • PMPs – Private Auctions, Preferred Deals, Private Marketplaces
  • Better management of their inventory and the CPM.

 

Conclusion

While at first it may feel like taking a deep dive into the unknown with so many intriguing options available to publishers, we completely appreciate that adding new monetization solutions to your website is not a straightforward and simple process.

Regardless, you shouldn’t be hesitant to press forward and try to improve your monthly revenue.  Your website should be a vehicle for making money and we’re here to assist you along the way to amplify your monthly ad revenue.

Total Media can enable your website to add all of these effective monetization streams to your website and then handling all of the complex optimization thereafter.

We hope the writing of this post has assisted you to better understand how your website monetization strategies can be optimized and improved in the short term.  If you would like to hear more, please feel free to contact us here.

 

 

 

 

Monetization Case Study – A Prominent European Publisher

Brian Blondy, March 23, 2017

Overview

Total Media is a global digital solutions provider offering ad technologies, monetization solutions and value added services to publishers and advertisers worldwide.  With extensive expertise in sell-side ad technologies, Total Media is recognized as an official Google Certified Publishing Partner (GCPP) and has been an official DoubleClick by Google partner for over ten years for optimizing DFP Premium, DFP Small Business, and DoubleClick AdX.

 

Publisher Overview

In 2016, Total Media began working with an impressively growing publisher in Europe, that at the time, did not possess sufficient remnant traffic for viable monetization.

 

The Scenario

The site lacked quality advertising due to the fact they chose to exclude many types of advertisers from their website in order to mold their website experience to effectively match their content by pairing it with advertisers of a similar demographic and focus.

 

 

 

Preferred Deals – Results

The before and after results of our introduction of preferred deal and a new ad unit to the website on August 1, 2016 were quite optimal. The uplift in ad requests and matches is due to the introduction of a new ad unit for the preferred deal, which as a result, yielded additional opportunities and revenue for the publisher.

We were extremely pleased to have the website experience significant growth to its ad requests, monthly revenue and average ad eCPM as a result of the preferred deal and new ad unit placement.

 

Conclusion

While at first it may feel like taking a deep dive into the unknown with so many intriguing options available to publishers, we completely appreciate that adding new monetization solutions to your website is not a straightforward and simple process.

Regardless, you shouldn’t be hesitant to press forward and try to improve your monthly revenue.  Your website should be a vehicle for making money and we’re here to assist you along the way to amplify your monthly ad revenue.

Total Media can enable your website to add all of these effective monetization streams to your website and then handling all of the complex optimization thereafter.

We hope the writing of this post has assisted you to better understand how your website monetization strategies can be optimized and improved in the short term.  If you would like to hear more, please feel free to contact us here.