Tag Archives: advertising

Digital Trend & Solutions

Telcos flirt with the advertising market

AT&T appears to be nearly closing the acquisition of AppNexus, one of the leading international advertising ad-exchanges. For the American telecommunications giant this operation represents a significant leap towards the advertising market and an opportunity to cash-in on the large volume of data they own. Telcos, in fact, own a great deal of first party data (relayed by users when activating the service) and can make it available to organizations operating in the data-driven advertising market, such as AppNexus, to enable crossing this data (i.e. gender, age, address of residence, payment trustworthiness) with navigation data so as to create increasingly accurate user profiles.

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Digital Marketing & Sales

Online advertising: new “intelligent speakers” to promote digital audio

The online audio advertising market, that is, Internet audio adverts, in the United States reached 1.1 billion euros at the end of 2016 but nearly nothing in the non-anglo-saxon world, though this could completely change. With the ever increasing spread of streaming music offerings, through subscription models and, even more, free but with advertising, these spaces will be increasingly present to investors’availability. Additionally, a greater number of consumers tends to use mobile tools also without using the screen, thus boosting audio only communication: just think of audio texts in instant messaging systems, voice assistants, the use of headphones to make calls, listen to music, etc.

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Digital Marketing & Sales

Advertising: what investing on the Internet means (Today). And then there is Television

The internet collects 30% of advertising investments in Italy. For some years now measuring has become an online investment mantra, together with everything that rotates around it: indicators, KPIs, viewability, etc. The use of user data that more or less legally is collected by investors and advertising supply chain players, has enabled to fine tune online advertising campaign targets, raising the attention on spending only where there is the possibility of conversion.

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Digital Marketing & Sales

Advertising and new ePrivacy policy: the data node and the issue that could penalize small publishers

One of the themes on which the entire online advertising supply chain’s attention is focused is the new ePrivacy policy proposal presented to the European Commission on the 10th of January. The regulation should be approved by the 25th of May 2018. One of the impacted aspects is how users’ agreement to cookies is collected and, in general, of behaviour tracking systems for profiling and advertising purposes. In particular, it is requested that the description of the collected data (through first and third party profiling cookies) be much clearer, transparent and detailed, including related purposes. Furthermore, the user will be able to make a single choice, totally accepting or rejecting the installation of cookies through a filter at browser level.

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