Author Archives: Mike Ivancic

Real-time Bidding is the Future of Advertising



When most marketers and advertisers hear the term real-time bidding, they likely think of auction houses, not lucrative business strategies.

Many publishers are in the dark about real-time bidding, even though it’s a growing and highly profitable method of reaching consumers.

Until recently, companies would pay publishers a flat rate for a bulk number of ad impressions.

Real-time bidding allows them to pay for individual impressions at rates that reflect what they’re actually worth at any given point in time.

Marketers and advertisers target their ads—and ad dollars—to the most qualified prospects. Publishers earn more money as competing brands drive up the value of the ad spot.

But real-time bidding still intimidates a lot of would-be vendors and bidders. They struggle to understand how these advertising decisions can be made at a moment’s notice. But the theory behind real-time bidding is exactly the same as traditional advertising.

Read the rest of the article here. 

The Death of Banner Ads has Marked the Evolution of Native Advertising




Internet technology has come a long way since the AOL dial-up days, and that includes advancements in online advertising. Unfortunately, with all this change, one of the most staple online tactics — banner ads — just couldn’t survive the rising tide.

The fall of the banner ad is unsurprising to most. After all, it was born out of necessity. Online publishers needed a consistent way to monetize the web in the early days, but what made banner ads so attractive in the first place — their standardize size — was ultimately their downfall.

Banner ads were everywhere, but they also looked the same on every website, and they continue to look the same even 20 years after their launch. The uniformity of online advertising made internet users numb to the 1,707 banner ads they saw per month — a phenomenon that became known as banner blindness. Many companies attempted to solve banner blindness with animation, expanded sizes, pop-ups, pop-unders, interstitials, and more. — but to no avail.

However, the dying banner ad has given way to a more purposeful and effective form of online marketing: the native ad.

To find out more why native advertising will prevail read more here.

Full Disclosure: Why Transparency in Native Advertising is Good for Everyone


Have you ever had an acquaintance strike up a seemingly friendly conversation about skin care or cooking — only to find yourself invited to her Avon or Pampered Chef party five minutes later?

It’s more than irritating; it’s disingenuous and rude.

Think of native advertising the same way. It’s not that readers are disinterested in your product or content; they just want to know who’s talking to them and the motives behind the conversation.

All native advertising needs to carry some form of disclosure, but it’s the nature of the disclosure that makes all the difference.

Want to learn more about what is the best type of disclosure to use in a Native Advertising campaign? Click here to learn more.

Is Your Native Advertising Ruled by Metrics That Matter?


Let’s face it: Most people would rather glance at vibrant images than trudge through a sea of copy. And savvy marketers are capitalizing on this universal truth.

Although brand marketers once raved that “content is king,” digital advertisers should think more along the lines of “a picture is worth a thousand words.” After all, research shows that social media users enjoy pictures more than any other type of post. Along with the growth of mobile, this stat should compel native advertisers to ramp up their visual advertising.

But with only an image and a limited number of characters, how do you successfully measure ROI for a brand?

Read the full article here.

Win Over Decision Makers With Smart Native Advertising



Native advertising is one of the fastest-growing tactics in the advertising industry — on track to hit $10.7 billion in 2015 and $21 billion by 2018.

While only 34 percent of B2B marketers took advantage of this paid advertising strategy in 2015, savvy brands like General Electric have planted a flag for B2B marketers by creating compelling, audience-appropriate native content. In addition to its GE Look Ahead blog on The Economist, the brand has created a segment on “The Tonight Show Starring Jimmy Fallon” and embraced in-stream advertising on Twitter, Tumblr, Instagram, and Pinterest.

Information is a powerful tool for attracting decision makers’ attention — especially when it’s presented by a brand. But to succeed the way GE has, you must choose the perfect platform to tell your brand’s story and customize your approach to each environment.

Read the full article here.

Three Myths About Native Advertising Debunked


“Native advertising tricks readers!”

“Native advertising is ruining journalism!”

“Native advertising is the worst digital invention ever!”

As someone who has worked in native advertising since its early days, I’ve heard just about every possible negative opinion of it. But despite the naysayers, native advertising continues to grow exponentially.

Publications love it because it produces great content and helps pay the bills. Advertisers love it because native ad engagement is much higher than banner ad engagement. But for some reason, the negative banter regarding native advertising persists.

To learn about three of the most common myths that need to be debunked, read the full article here.

What Mobilegeddon Could Mean for You



Last month, Google rolled out a new algorithm with far-reaching effects. It’s big news for anyone who uses the Internet. The update heavily favors mobile-friendly websites, and as a result, sites that aren’t optimized for mobile use have dropped in mobile search rankings and have lost big in organic search traffic.

But Mobilegeddon isn’t necessarily bad news for native advertisers. Given that Americans spend almost three hours per day on mobile devices, the new algorithm can translate to higher traffic and click-through rates for advertisers whose content is mobile-friendly.

However, the new algorithm means publishers and advertisers need to rethink their approach. Read the full article here.

4 Steps to Open and Honest Native Advertising


Did you see the March edition of Forbes? The cover seems normal at first glance: a photo of a man with his tie blowing in the breeze, catchy article teasers, and a native ad for Fidelity.

Wait a second. There’s a native advertisement on the cover of Forbes?

Forbes is a legendary brand that has a reputation for pushing the envelope of journalism and advertising, but placing a native ad on the cover of its magazine is new territory.

Given the growing popularity of native advertising, Forbes will not be the last publication to make such a move. Although native advertising has its detractors, when done well, it’s one of the best ways for businesses to reach their audiences. Follow a few simple steps to bolster native ad credibility.

Read the full article here.

Adblade Integrates with IBM’s Tag Management Solution


March 19, 2015–Adblade, the largest content-style native ad exchange on the web, is announcing a partnership with IBM (NYSE: IBM), in which Adblade has become a certified partner on IBM’s Digital Data Exchange (DDX).

Effective immediately, publishers who are integrated with IBM’s tag management system, Digital Data Exchange, can manage all of their Adblade tags as well as other tags associated with their websites from one central dashboard. IBM’s solution simplifies the management of publishers’ tags, enabling clients to deploy and maintain their tags with ease and flexibility– all without IT involvement.

“We saw the partnership with IBM as an opportunity to make it easier for our publishers’ to do business. Once we made the decision to integrate, we knew it would be one less issue our publishers had to deal with when making the decision to use native advertising. We sought to work with a company, such as IBM, because of their quality solutions that are simple and secure. This integration reflects the growing realities of today’s demanding marketplace,” said Ash Nashed, CEO of Adblade.

Adblade’s publishers will benefit from the tag management technology that allows them to streamline the task of tagging their sites, lighten up their webpages from having to process dozens of data collection tags that often slow down the user experience and reduce the complexity of making changes to tags. As data-driven marketing continues to transforms the advertising industry, Adblade knows the importance of providing its publishers with the latest solutions in managing their websites.

Ultimately the goal of this partnership is to make it easier for Adblade publishers to manage their tags and acknowledges their growing native advertising needs. This integration marks an important moment in the Native Advertising industry, as it recognizes that companies require more integrated digital solutions to meet their data-driven marketing needs.

Learn more about what this partnership can mean for publishers.

Adiant and Zemanta Set New Standard for the Programmatic Native Advertising Industry with Advanced RTB Technology Partnership


February 10, 2015 — Adiant, owner of Adblade the largest content-style native advertising platform on the internet and the Adblade Exchange, and Zemanta, the leading native content demand-side platform (DSP), today announce the launch of their partnership and platform integration. Buying on the Adblade Exchange through the Zemanta One Content DSP, marketers can, for the first time, programmatically bid in real time on billions of monthly content-style native ad impressions across thousands of desktop and mobile websites.

Adiant has simplified the RTB content-style native ad buying process with the creation of the Adblade Exchange.  The way in which Adiant has developed their RTB technology makes it easier for DSPs to administer, manage inventory and meet goals for content-style native advertising campaigns.  This advanced technology allows Zemanta to easily achieve the scalability they are looking to provide to marketers.

“We’re pleased to offer Adiant’s RTB exchange thru the Zemanta One Content DSP,” said Todd Sawicki, Zemanta CEO, “Both teams are committed to delivering true targeting and audience buying capabilities to the world of content ads and native advertising.”

Adiant’s proprietary RTB technology allows DSPs, such as Zemanta, to execute highly successful programmatic campaigns that enable buyers to more effectively reach the right audience and deliver the most relevant message to the right consumers.

While the joining of RTB and native advertising may have changed the industry, Adiant’s innovation is taking it to the next level. Not all exchanges are equal and with Adiant’s exchange technology, Zemanta is now finding it possible to buy the targeted audiences its brand advertisers want. The result is content-style native advertising campaigns that meet the reach and frequency goals of Zemanta’s clients.

“We were impressed with Adiant’s programmatic infrastructure, publishers and service. They offered a true Native RTB solution that we wanted to be a part of. By integrating our native content DSP with Adiant, we are able to offer our advertisers quality native inventory, at scale, and on a real time basis,” Todd Sawicki commented.

“With RTB and native advertising only expected to grow, Adiant is making it a priority to provide DSPs with what they need to succeed in a highly competitive market,” Said CEO Ash Nashed.

Adiant’s Adblade Exchange delivers highly targeted native ads via an advanced RTB system to thousands of local and national branded digital properties. Including publishers such as McClatchy Newspapers, Worldnow, Lee Enterprises, Christian ScienceMonitor, Washington Times, ABC News, Hearst and hundreds more.  Adiant reaches over 300 million unique visitors in the U.S. each month and over 550 million worldwide.