…you don’t have to go all the way there in one leap. Theorem Inc.’s delivery head, Manuel Moreta, discusses the steps necessary for moving towards Dynamic Creative Optimization (DCO).
No one would deny that one of the major drivers of change in the digital marketing sector is the move to user-centric design. And it’s got to be seen as a positive development. Why? Because the only way to create compelling, personalized content that really connects with target groups is to make sure it’s produced at the most individualized, customized level possible.
Theorem Inc.’s delivery head, Manuel Moreta, says it’s time for still-hesitant chief marketing officers to make a decision here.
Where do you stand in the great Flash-versus-HTML5 debate? Aren’t we past that debate? I’m not saying it’s not an issue, as I’ll explain. And yes, there are still reasons to be aware of and favor Flash. But HTML5 is really where you need to be right now. Why am I so sure? Let’s take a quick rearview mirror glance at the road so far and what’s led us here.
When the question “what worries you” most comes up, I find that while the answer will often be much the same across businesses in a given industry, it will change over time.
From a publishing and Ad Operations perspective, protecting yourself from malicious attacks or malvertising (malware+ advertising) is top of mind where cyber-criminals use display advertising to distribute different forms of malware. That’s also the type of feedback that comes out of IAB-style conferences and in conversations with clients. People want to know how to flag it, how to address it, and how to prevent it.
Wearables have become more pervasive among mainstream audiences, and with Apple scheduled to release additional information this week about its much anticipated iWatch, the wearable will become important not only among a new set of users but also among advertisers.
Apple’s announcement will likely include a release date for the iWatch, and a slew of new users will follow. Plus, a new screen is to be introduced. And if the second-screen experience causes a shift in the ways users experience content, it would be equally monumental—but different in its impact.
As digital advertising climbed toward an estimated $170 billion last year, marketers are battling a dramatic rise in traffic fraud. Theorem is helping them in the fight.
I recently met with a client who is head of ad operations at a major print and digital media company that generates revenue from both advertising and subscriptions. The client told me he has never been under greater pressure. The cause of that pressure? Advertising customers’ growing apprehensions over ad fraud and their demand for proof that their ads displayed correctly and were consumed by actual humans.