Plans & Pricing
Does My Company Subscribe?
Co-Founder and CEO, Sharethrough
Premium publishers have had their share of woes over the past several years thanks to ad blocking, ad fraud, brand safety and much more. But change is on the horizon. eMarketer’s Lauren Fisher spoke with Dan Greenberg, co-founder and CEO of native advertising solutions provider Sharethrough, about the next movement in digital advertising that is likely to benefit premium publishers immensely, as well as the major drawback of video advertising.
eMarketer: What’s happening in the digital advertising landscape now that will have ramifications in 2018?
Dan Greenberg: Digital advertising started with people putting banners on websites and targeting users based on what sites they were on. These sites had audiences people trusted, so they wanted to reach them. Then Google and other companies invented audience-based buying, which was all about cookies. Advertisers could find moms interested in buying cars, for example, and target them everywhere on the internet, no matter the site. That carried on for 15 years.
US Digital Video Ad Performance Metrics: Ad View Share, by Device/Channel, Q1 2016-Q1 2018 (% of total ads served by FreeWheel)
Areas in Which Lack of Uniform Measurement Is Holding Back Spending According to US Agencies and Marketers, Jan 2018 (% of respondents)
Leading Challenges of OTT/Connected TV Advertising According to US Agencies and Marketers, Jan 2018 (% of respondents)
Current vs. Planned Use of Select TV/Video Ad Formats According to US Agencies and Marketers, Jan 2018 (% of respondents)
Likelihood that US Internet Users Will Engage* with 360° Video Ads/Brand Content, Oct 2017 (% of respondents)
Q4 2018 Digital Video Trends: As Consumers Increase Time Spent with Video, More Ad Spending Goes Through Programmatic
Ten Key Digital Trends for 2019: Our Predictions for What Will Matter to Marketers, and What Won’t
Navigating the Challenges of Connected TV and OTT Advertising
How Location Data Improves Targeting, Measurement for Connected TV and OTT Advertising
10 Ways Roku Is Growing Its Ad Business
Eight Digital Video Predictions for 2019