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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)
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)
Areas in Which Lack of Uniform Measurement Is Holding Back Spending 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)
Q3 2018 Digital Video Trends: New Social Video Ad Revenue Forecasts for Facebook, Twitter and Snapchat
Canada Mobile Time Spent and Ad Spending 2018: How Consumers and Advertisers Are Using Search, Social, Messaging and Gaming
Navigating the Challenges of Connected TV and OTT Advertising
How Location Data Improves Targeting, Measurement for Connected TV and OTT Advertising
How Tech Vendors Are Banking On Connected TV
Why Premium Publishers Are in a Prime Position for 2018