Tag: ad blocker

Transparency & navigating the adtech ethics conundrum: what the future holds

Post author By Ben Humphry
Post date 25th July 2018

With disruption continuing in all areas of marketing, transparency is the key driver of this change – the industry must reinvent the advertising model around ethically driven business practices, says Ben Humphry. The problem is twofold: marketers question visability and viewability and complain they are in the dark about ad buying results (were they great or were they faked?); meanwhile consumers fear they are being commoditised via their data . . . so resort to ad-blocking. Trust is eroding on both sides. Thus, adtech ethics must shift from concern to action – here’s how.

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Tags ad blocker, ad buying, ad fraud, adtech, advertising, advertising practice, advertising standards, brand protection, consumer data, consumer engagement, customer engagement, data insight, data strategy, digital marketing, fraud, legal and compliance, martech, personalisation, personalised ads

Best practice Data Driven Channels Global

How to future-proof your website against ad-blockers

Post author By Bill Hess
Post date 21st June 2018

Bill Hess discusses how to place ad content on your site that is welcomed, not blocked. He believes website owners can protect their sites against ad-blockers by taking more care, claiming visitors are annoyed by irrelevant ads, not all ads. So, be aware of the difference, get to know your audience and tailor the ad content accordingly in order to boost your sales.

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Tags ad blocker, ad-blocking, customer experience, customer experience management, CX, e-commerce, Google Chrome, mobile ads, user experience, UX, website analytics, website design

Best practice Europe Global Legal & Compliance Strategy and Management UK

Tackling ad fraud: joining forces to turn the tide and regain brand trust

Post author By Chris Liversidge
Post date 15th May 2018

Industry bodies and publishers are taking action to combat online fraudsters, aiming to rout those who put brands’ reputations at risk. They are tackling ad fraud by developing better standards of best practice in digital advertising and are promoting greater transparency by increasing regulatory controls. Chris Liversidge discusses programmatic advertising and the problems that can cause, but says there needs to be a balance between introducing more rules to deter the bad guys, without defeating the industry’s good guys.

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Tags ad blocker, ad fraud, ad-blocking, advertising, brand loyalty, content management, impersonator bots, Jicwebs, legal and compliance, online advertising, programmatic advertising

Data Management Insight Strategy and Management

Online marketing science – changing billboards to banners isn’t enough

Post author By Pini Yakuel
Post date 28th September 2017

Technology has created a new era for marketers, says Pini Yakuel. But the move from traditional media to the web is not as simple as putting ads online – they must be carefully targeted so as not to bombard and provoke the viewer into deploying ad-blockers and shifting their loyalty elsewhere. Customer data should be carefully individualised and detailed, segmented into specific personas; the art of advertising has morphed into the online marketing science of data analytics.

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Artificial Intelligence Data Innovation Global Next Practice

AI insight: ‘moments that matter’ are no use without the merchandise

Post author By Joe Peters
Post date 26th September 2017

For too long, brands have focused on the who and the where of advertising and, along the way, have lost sight of the ‘what’. In today’s AI insight driven world, technology is at the forefront of helping put the right ads in front of the right people at the right time. Rocket Fuel’s Joe Peters looks at how dynamic creative optimisation is helping to end the guesswork.

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Tags ad blocker, advertising, AI, Artificial Intelligence, content management, customer engagement, marketing automation, martech, programmatic advertising, targeting

Americas Data Innovation Global Insight Machine Learning USA

60s sexism to ‘noisy’ noughties and beyond: how the ad world changed after Mad Men

Post author By Dale Lovell
Post date 24th August 2017

Ten years on from the first airing of the hit TV series Mad Men, about a ‘golden age’ of advertising – a world of sexism, racism, hard drinking and even harder smoking – Dale Lovell looks at how the ad world changed after Mad Men and why the modern era of technology, appropriate data targeting and creative must coexist in order to maximise today’s advertising campaigns.

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Tags ad blocker, ad-tech, advertising, AI, Artificial Intelligence, consumer behaviour, customer experience management, data segmentation, digital marketing, machine learning, Mad Men, marketing campaigns, personalisation, smart devices, TV advertising, user experience

CRM Data Driven Channels Europe Global Insight UK

Personalised marketing: it’s good, but it’s not right (yet)

Post author By Anthony Botibol
Post date 12th July 2017

Increasingly, consumers are understanding how useful sharing their data can be, in terms of receiving a relevant communication, a tailored offering or a specific deal. But are marketers really making the most of a personalised marketing strategy or, as research suggests, do many doubt that perfecting personalisation is possible? Currently, personalisation is good, but we need to do it better.

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Tags ad blocker, Big data, content marketing, CRM, customer experience, data strategy, email marketing, marketing strategy, personalisation, Promotions, website analytics