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Tag: Online Advertising

  • Google’s Data Platform Changes Imminent

    Google is the market leader as far as online advertising is concerned. But of late there are a few other competitors that are threatening Google’s hegemony in this space. This has obviously got the search engine giant quite perturbed and it is no mood to give away its share of the lucrative online ad business without a fight. The Facebook Atlas platform seems to be one of the toughest competitors that the Google ad network had to face since a very long time.

    Google intends to respond to such threats by restricting its ad network to data management platforms. This has naturally got digital marketers quite concerned. This move could curtail the freedom that ad tech firms enjoyed till now. But there is definitely more to this move from Google than meets the eye.

    Going forward, Google will restrict ad technology partners from gathering data while running campaigns on the Google Display Network. Now this move seems to have been timed with the launch of Facebook’s ad server and data platform, Atlas. But there are people on the other end of the spectrum who say that Google has been working on this for quite some time now.

    Whatever be the spur, Google will not allow ad networks to fire pixels on certain ads. Pixels help advertisers to keep track of user views and interactions so that the ads can be better managed. Standalone entities who do not have a hybrid model of deploying ads will be the most affected. Beginning March 2015, Google will implement its policy to restrain certain data management platforms from firing tracking pixels on the Google Display Network. The DMPs that will get the short end of the stick are the ones that do not own a demand-side platform or DSP to execute the transaction.

    But ad tech companies are afraid that in due course, Google might bring sweeping changes to the ads served on its various platforms including its DoubleClick Ad Exchange. Now that calls for a detailed discussion which we shall be covering as and when it happens. Watch this space for more.

    What is your take away from this new move from Google? Contact us now for 360° online advertising!

  • Digital Advertising is the Elephant in the Room for Media Companies

    The rise of the World Wide Web that began at the fag end of the twentieth century has since then been dominating people’s attention spans and garnering eye balls unlike anything else the world has ever seen. 2015 will be the year that will see big wars being fought by media behemoths to conquer this space, the last frontier!

    People are getting comfortable with the online media and this has got the advertisers excited. Today brands are devising video advertisements tailor made for the online world rather than taking the ads running on the television and serving it to digital users. The advertisers’ switching to the digital arena is not a question of if but more about when, and 2015 seems to be the right time!

    The total US TV advertising spends rose a mere 2.6% to $11.4 billion for the third quarter. But the US online advertising spends for the same period rose by a staggering 22% to $8.7 billion! Now you don’t need a rocket scientist to see the writing on the wall, for the TV broadcasters!

    If the offline media companies are unable to adapt to the changing dynamics of people’s penchant to view digital content, then they might come up against some harsh realities in the not so distant future.

    The Digital Stomping Ground

    Hulu, the ad-supported online video service offering TV shows and movies and video clips is doing a roaring business. Though initially Hulu did not find much luck with advertisers, it is now a hot favorite among online advertisers! The owners of Hulu – Walt Disney Co., 21st Century Fox Inc., and Comcast Corp. are some of the biggest media companies on earth. Together they agreed to invest at least $750 million into the business venture in 2013, seeing the potential of online video consumption.

    But the billion dollar question to ask here is ‘will that be enough?’. Today it is not a labor intensive or a capital intensive economy but it is a knowledge intensive economy, all the way. All you need to look at, is a three year old photo messaging application developed by guys in their twenties, that is worth a staggering $10 billion dollars today! Yes, we are talking about Snapchat. That is the beauty of the online arena. Start-ups of today can become multi-billion dollar enterprises of tomorrow.

    This has got the media behemoths quite worried. What guarantees do they have that tomorrow some wunderkind will not come up with something that rivals Hulu. Now this would thoroughly challenge the old media barons in this new digital stomping ground that is the World Wide Web. Who knows tomorrow a dark horse from Silicon Valley might just challenge the 800-pound gorilla of the media landscape!

    Do share your thoughts on this issue!

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