In today’s digital ad market, premium publishers are facing a “lemon market” situation. This market theory, developed by economist George Akerlof in 1970, explains why high-quality products often sell for prices that don't reflect their true value. Essentially, when buyers can't tell the difference between superior and inferior products, they opt for the cheaper option.

Cookies are crumbling, and this shift is causing quite a stir in the world of digital advertising. As Google follows Apple's lead in deprecating third-party cookies, news publishers are facing a significant challenge. With 85% of Safari users opting out of tracking, it's likely that Chrome will see similar rates. So, what does this mean for ad revenues for news publishers? Let's break it down.

While the vast majority of publishers worldwide continue to focus on standardization in their display advertising products to fit the needs of the big global ad networks and be as integrated in the programmatic ecosystem as possible, the New York Times (NYT) has opted for a novel approach.

As the cost of advertising goes up exponentially and consumer groups become more diverse, many businesses resort to geospatial data to reach their ideal customers. In this way, they can save up a huge chunk of their marketing budget by not advertising to people unlikely to purchase their products or services. In this article will cover what geofencing marketing is, how it works and its benefits for small business advertisers. Let’s jump right into it!

Over the past several years publishers have started offering marketing services to a significant portion of their customers. This business model shift was heavily influenced by the Covid-19 pandemic, which resulted in a global decrease in advertising revenues. In this article we will examine the hidden forces behind this change, offer an in-depth analysis of what agencies do and recommend alternative solutions publishers can apply. Let’s dive in!

If there was a perfect definition of success in digital marketing, then it would go along the lines of reaching the right audience at the right time with the right ad. Among the wide range of digital tactics available nowadays, one stands out for its simplicity and effectiveness – contextual targeting. This approach ensures your ads are not just aimlessly sailing across the ocean of content online, but they land on websites where they are likely to make the biggest impact on your audience. Ready to transform your advertising approach? Let’s get started!

The digital marketing space is heavily saturated with thousands of ecommerce and lead generation businesses fighting for the clicks and views of consumers worldwide. They all employ different tactics to grab our interest and to make their offers look more appealing – free shipping, 30-day trial, money-back guarantee, best price in town, etc. But all these marketing tricks are not going to be effective unless they all fit together in an ad creative concept. Let’s see what an ad creative is and why it can be a difference-maker for your marketing efforts.

In today's dynamic hospitality industry, restaurant owners are constantly seeking for ways to get more customers and to improve their internal operations. This presents a golden opportunity for digital marketers to showcase their offerings. However, selling online products to restaurant owners requires a strategic approach, so in this article we will share some tips on how digital advertising sales reps can tap into this lucrative market.

What if we told you there was a way for publishers to transform their website traffic into valuable, segmented audiences that almost any local advertiser would be interested in? Yes, it can be done through the power of audience extension. By leveraging extensive user data—such as pages visited, articles read, and videos watched—publishers can help advertisers target similar audiences across the web. Let’s see how this concept works in practice!

The primary goal of every business is to generate profit and online publishers make no exception. Maximizing ad revenue potential is easier said than done due to the complexity and the constantly evolving digital landscape. The availability of various software, ad formats and KPIs coupled with the unpredictable user behavior and global competition makes it even harder for executives to focus on what matters most. In this article we will take a look at ad revenue optimization strategies that can help publishers get back on the right track.

Display advertising is a powerful tool for local advertisers to promote their businesses, products, and services to a broad online audience. However, to make the most of this marketing channel, it's essential to improve Click-Through Rates (CTR). A high CTR indicates that your display ads are resonating with your target audience, which leads to an increase in web traffic. In this article, we'll explore effective strategies to enhance CTR for local advertisers using display ads.

In today’s article I will address a topic that never ceases to pique my interest – attention validation in the realm of advertising. Before we go any further, there's a gem I must share with you. It's a white paper by Adnami, aptly titled "Unveiling the Metric That Matters," which has a deep impact on the entire advertising industry. The findings of the study resonate deeply with us over at Smartico, as the metric in question is a pillar of our analytical strategy.

Selling any product or service to small and midsize businesses, needs you to understand your product very well to cater to the special time constraints, needs and purchasing behaviors of SMBs. This is why today we will take a look at some effective sales strategies publishers can implement to communicate with SMB customers more effectively. But first let’s start with defining what differentiates these businesses from the rest.