According to IAB, performance-based advertising has reached the point of diminishing returns for all its players; it has created a highly efficient market in which there is almost no margin left for either publishers or agencies. So this is the year digital brand advertising can and must be born, or the digital advertising industry can’t survive.
We are part of the IAB because we feel we are aligned with its goals. We don’t just join every organization. IAB shares our beliefs that if agencies are freed to produce magical creative, technology will help them build brands across platforms and geographies. And all this can be measured with metrics that are useful to marketers.
Here is a summary of the IAB Digital Brand Building initiatives for this year.
1. Rising Stars rewards the creative that interacts with consumers right on the page and allows them to engage the way they used to engsge in person. We have to allow agencies to produce better creative — the kind with which people really want to engage.
2. 3MS(Making Measurement Make Sense) is the initiative that began last year to change how we measure ads. Last year, the emphasis was on viewable impressions. Going forward measurements will... Read more
Tagged 'ZEDO' 
2013 The Year of Digital Brand Advertising
Network Optimization Tips for Publishers
If you are a publisher with valuable inventory, there are plenty of ad networks out there that will compete for it. If you deal with multiple ad networks, you can use a network optimization system to easily manage all of your networks. Network Optimization technology is built by advertising technology providers, and can be managed by them or you once set up is completed (depending on your interest and support capabilities of your technology provider). Implementing network optimization into your ad operations allows you, the publisher, to monetize domestic and international inventory, get the most out of each network for each ad size , easily compare the true eCPM of each ad network, re-order ad network impressions to put the highest paying impressions first, and see all your data without logging into each ad network's system. If you are thinking about implementing network optimization into your ad operations, or even if you already have, keep in mind these following 10 steps:
1. Setup a Daisy Chain
A good network optimization tool will allow you decide the order in which ad networks are served on your site. This is often called a daisy chain. If one ad network is paying you a better... Read more
