The Threat to Google Advertising Dominance is Back – With Teeth

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In 2007 Google feared for its future as the digital ad leader. There were two huge technology holes in their advertising business strategy that could be exploited by others. These were real threats. One was the browser. The browser controls the DOM (Document Object Model) which controls the delivery and experience of content on a… Continue reading The Threat to Google Advertising Dominance is Back – With Teeth

The Decade of Display That Wasn’t 2007 – 2017

Posted in Digital Media, Display, Publishers3 Comments

Act I: Crank That The year was 2007. Ten years ago. Microsoft bought aQuantive for $6.3B. Google bought DoubleClick for $3.1B. Yahoo bought Right Media for $680M. Display was poised to take massive amounts of advertising dollars from television over the next decade and become the dominant form of advertising. Microsoft, Google and Yahoo were… Continue reading The Decade of Display That Wasn’t 2007 – 2017

Autumn for Digital Publishers…and Everything After

Posted in Digital Media, Display, Publishers1 Comment

The digital media world was a rocked yesterday by news that Buzzfeed is going to miss revenue targets by 20% and Mashable was sold for $50M when its valuation last year was $250M. What is going on? The short answer is a lot. Buzzfeed is actually right in their statement where they put blame on… Continue reading Autumn for Digital Publishers…and Everything After

End of the CPM Experiment

Posted in A/B & MVT Testing, Analytics, Branding, Display, Relevance, Search, User Experience5 Comments

The flag bearer of display advertising was always Yahoo. Their massive sales force stoked 15 years of equity into “the web banner.” Yahoo arguably had the greatest hand in providing the economic foundation for the entire web for many of its formative years.  That is why nothing better symbolizes the collapse of that foundation better… Continue reading End of the CPM Experiment