Tagged 'Viewability'

Will Infinite Scrolling and Lazy Loading Help Publishers?

Posted by Roy de Souza on September 18th, 2014 at 9:45 am

If there’s anything that can convince you that times are changing –again–in the online advertising business, it’s the relatively new practice of “lazy loading” pages. Unless you’re deep in the weeds of the business, you may not even know what this term means, but it is a new way to make pages load faster, and ironically may also be a way to make ads more visible.
In the old days of web design, the job of a good browser was to load an entire web page at one time, no matter how many outside calls and redirects the server has to make, as quickly as possible. Even if the user isn’t on that part of the page, the browser would load it anyway. That’s why everyone demanded to be above the fold.
But web design has changed. Now there’s just in time loading, or “lazy loading,”  a relatively new method of web design that renders the page on an as-needed basis,  only when a user is scrolling down to that piece of content.
Lazy loading pages are perfect for our InView Slider formats, which work especially well on web pages that are designed for infinite scrolling (which most new high traffic sites favor.)The content... Read more

Are You and Your Client on the Same Page About Data? Here Are 5 ways to Find Out.

Posted by Mike Caprio on November 11th, 2013 at 2:35 pm

Global brands are getting more particular about data.  They are now looking to performance data from their global digital campaigns to answer questions and provide insights into how creative, media and overall messaging affect consumer behavior.
But we’ve also noticed that in Latin America, much of the rich data available to these brands is not captured by their agency partners – wasting an opportunity to drive performance, efficiency and knowledge from their digital media.
It’s not a new problem – North America, Europe and Asia used to operate the same way - but the stakes are higher now, and data has become the industry currency, informing the majority of business decisions.  If data is not reliable and consistent across regions, its value is limited.
Here are five questions to ask your client to be sure you’re on the same page when it comes to their digital data:
1. Are you okay with publishers self-reporting their performance numbers?  Is fraud a concern?
One of the benefits of serving your ads with an IAB- and MRC-accredited ad server is that your data is consistent and trustworthy.  When you use tracking pixels, there are many ways publishers can intentionally or unintentionally skew performance data.   When you’re using a... Read more

Consumers are Focused on Content. Are you?

Posted by Jonathan Gardner on October 24th, 2012 at 8:06 am

So how can you make sure your ads will be seen? Get ads into the content stream. It’s where you and every other consumer on earth spend the bulk of their time: watching, listening and reading content.