Category

main blog

Man on laptop

A beginner’s guide to ads.txt and CBA

By | Banner - Publishers, main blog, Uncategorized

Programmatic advertising has grown at an astonishing rate over the past few years, enabling advertisers to reach their desired audience, efficiently and at scale. The desire for reach has led to many collaborations between publishers, exchanges and AdTech partners, but it’s also made the online advertising ecosystem incredibly complicated and at risk from fraud as more and more parts are added to the chain. The answer? Authorised Digital Sellers, otherwise known as Ads.txt

So, what is ads.txt?

Introduced by the IAB in 2017, ads.txt has been well received by publishers in the UK with an adoption rate of 83% among top 1,000 domains (Jan 2018). It’s essentially a text file, approved by the IAB, which enables publishers to prevent unauthorised sales of their online inventory by listing all the companies that they do allow to sell it. The publisher adds a simple text file on their web server containing all the companies they’ve authorised to sell their inventory.

How do buyers check?

Ads.txt protects programmatic buyers from spending budgets on counterfeit inventory. It’s pretty simple to ensure you’re buying the genuine thing. Simply add /ads.txt to a website to ensure that you are buying from authorised digital sellers of a particular domain. For more on how to add or check ads.txt visit www.iabtechlab.com/how-to-ads-txt

Other industry Initiatives 

Partly in reaction to the rise of ad blocking, the industry has come together to form The Collation For Better Ads. It’s aim is to improve online advertising for consumers in order to secure revenue streams which fund free content and valuable journalism. Our non-interruptive native formats conform to CBA guidelines. You can find out more at www.betterads.org

 

 

 

 

Young people on smartphones

Creativity + UX. The ultimate guide to creating great online ads

By | Banner - Advertisers, Banner - Content Creation, Banner - Native Video, Banner - Reporting, Banner - True Native, Content, main blog, Native advertising, Uncategorized

In 2005 Bill Gates declared:

“The future of advertising is the internet”.

When asked about building big brands online he said:

“That is the thing that traditional advertising is better at…. but as it moves to the digital realm it will be hard to talk about what is and isn’t internet advertising.”

With UK advertisers spending £11.55bn a year online, it’s fair to say the gap between online and offline has not only been closing financially, but also creatively as new formats develop and old formats are redesigned for new distribution channels – vertical video for example.

Whilst TV, print and OOH were once considered the creative and brand formats, the world of online advertising has upped its game in the battle against ad blockers. Nobody wants poor digital advertising – consumers don’t want annoying interruptive ads and publishers (reliant on ad revenue to keep content free) certainly don’t want people leaving their site due to bad ad experiences. The answer is twofold – creativity and ensuring the UX is seamless. Research has found that 78% of UK adults dislike ads that are not suitable for the device they are using.

With this in mind, the fine folks at IAB UK have brought the industry together to produce a creative best practice guide. It started life, as most things do, with a good moan-up about all the bad ads we’ve seen and happily manifested itself into a useful guide of things you can do to make sure your creative is as good as humanly possible!

The aim of the project was to produce:

“A simple and actionable set of guidance to help you ensure that your digital advertising not only looks great but also works beautifully on the platform that it is served.”

You’ll find my missives on why you should select the right native format for your campaign and the value exchange between brands and consumers here.

Digital content creation best practice

Native distribution best practice

You’ll also great advice on creative best practice across a range of channels: native, content, video, mobile, audio, performance and search. The full guide is here.