DMEXCO 2019 Recap: Trust Within the User

Another year, another DMEXCO. We were ecstatic to be a part of the expo since we identify with this year’s motto, “Trust in you.” In spite of the latest industry trends revolving around AI’s ability to offer great automation for efficiency and data-driven solutions, the industry simultaneously concerns itself with the power of the user. These trends and insights were surely reflected among not only fellow exhibitors at the fair, but also during the talks and workshops that were provided.

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Tracking 2.0: Tackling Cookie fatigue with an Innovative Widget

The native advertising jungle is a place for a wide variety of widgets and formats. There is one factor that affects all areas and that is at the heart of the industry: knowledge. Theodore Meynard, Machine Learning Engineer at plista, and his team have developed the widget, “Knowledge Tree”, as part of the Xaxis accelerator program, Xcellerate 2019, which addresses this factor to solve one of the most urgent problems in the native advertising market: cookie fatigue. In this interview, the programmer reveals how advertisers, publishers, and users benefit from the “Knowledge Tree.”

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Content Marketing: Three Steps to Reach a Purchasing Decision

Everyone’s talking about it, everyone’s “doing” it; but, what exactly is this ominous content, the much-discussed “king” of marketing? One thing’s for sure: “good” content is essential in online marketing – especially in native advertising. We reveal what you can do to revamp your content to not only help you reach your target audience, but also turn potential buyers into a community.

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Engaging Your Audience: How to Tackle Native Advertising

So, you’re convinced of the idea of implementing native advertising into your online marketing strategy, but now what? Let’s have a walk-through of how to apply and incorporate native advertising into your campaigns to engage your target audience.

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Successful Online Marketing: Why Native Advertising?

Anyone who wants to generate online traffic and increase their brand awareness simply can’t ignore native advertising. That’s why, after ten years on the market and laying down the groundwork, we’re revealing why it’s the right time to hit the ground running with native advertising.

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AI, Transparency, and Creativity: re:publica and OMRs Recap

“The speed of digital marketing is so great that we always have to make decisions in real time.” Karl Villanueva, Hello, Fresh.

The digital advertising industry continues to rapidly evolve. As industry players, we have to constantly keep up with the latest trends before they break out to stay relevant. Throughout the many changes out there, a key point in our industry now is that the user is in complete control and demands more transparency. Industry players now have to not only get their message across and talk at their audience, but rather talk to their audience in the most efficient and personable way possible for acceptance. Simultaneously, the steady rise of Artificial Intelligence (AI) signifies the importance of data rather than the concept of “robots taking over the world,” and that a seeming consensus among digital advertising experts is that we as key players should collaborate with AI rather than react against it.

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5 Ways to See Digital Advertising in a Different Light

We are rapidly growing into a fully-digitalized world. Digitization: the transformation of secondary (print ads) to tertiary media (online ads). This mundane and normalized process inevitably helps influence an individual’s everyday choice of living digitally; now, digitization is more or less a social norm. Based on a 2018 D21 Digital Index study, 19% of Germany’s population was completely offline in 2017, however, in 2018, it decreased by 3%. Initially offline, today’s online advertising dominates digital devices, particularly through the Internet. Thus, the digitization of advertising also becomes a social domain of digitalization. Today, digital advertising exceeds its physical ad properties that now enable advertisers to better approach their audience. Brands can now sell a tailored message to target their audience. This leaves the opportunity to communicate more relevantly with a potentially-higher user acceptance if approached the right way.

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What is Brand Safety, and Why Is It Important in Digital Advertising?

Does your audience trust your brand? Online marketers face the challenge of achieving a brand-safe image, whether they are aware of the concept or not. What is brand safety, and why is it important in digital advertising? Brand safety is the consideration of brands regarding online users’ trust.  The placement of a brand’s campaign within inappropriate content or vice versa conceive this concept, particularly via association. We know the saying, “Don’t judge a book by its cover,” however, we all cannot deny that immediate first impression trumps all.

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The Best Native Advertising Trends and Tools: 2018 Recap

2018 has been about bridging a gap between users and online marketers. This last year has been a whirlwind. Online marketers think of ways to bridge the gap of ensuring a good online user experience while respecting users’ privacies. We want to highlight the best native advertising trends and tools from 2018 and reflect on this year’s digital happenings. From GDPR taking effect to the great content marketing shift, another year full of changes, challenges and opportunities has passed. Nonetheless, 2018 offered insightful trends and tools to ensure effective ways of communicating each marketer’s brand and message. That said, let us dive right in.

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Publishers Need to Take Back Control: Tools for Content Optimization

Calling all publishers: it is time to reclaim your power online! Nowadays, the influx of user accessibility of virtually all content leaves publishers facing the challenge of maintaining control over their content distribution. With the access of various tools, publishers can now take back their power for content optimization. In order to secure their desired reach, publishers must reconsider how to target their audiences in the most effective manner.

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