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Topic Key reading on effective use of programmatic and automated trading of media

Research Paper

Editor’s Note: As the Advertising Research Foundation (ARF) prepares to come off press with The Digital Metrics Field Guide—The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email, the Journal asked author Stephen D.

Article

This article provides ways to make better use of real-time marketing away from a few big occasions in the calendar.

News

LONDON: Popularly attributed to Confucius, the old adage that "a single picture is worth a thousand words" is one of the best known phrases on planet Earth.

Article

Mark Earls, The author of HERD, takes a long hard look at another author’s work. The Chaos Scenario by Bob Garfield isn’t an easy book to read, he says, but adds that it is important because it tries to force readers to make sense of the big tides running through our worlds and to look beyond the current turbulence to work out what comes next.

News

LONDON: Advertising markets including China and the US should enjoy strong growth this year, but recent events in Japan and the Middle East mean the global picture is more complex.

Article

In this collection of articles the various elements of the online advertising ecosystem are explained.

Research Paper

Digital advertising is set to become a serious challenger within the rapidly changing media landscape.

Case Study

This campaign for Virgin Trains, a UK rail services operator, addressed the marked decline in rail travel it experienced in 2009/2010 by encouraging people to re-evaluate their choice of transport.

Article

Following Google's announcement of over 100 new professionally-produced YouTube channels, this brief summary looks at the details and implications of this step towards monetizing the platform.

Case Study

The re-launch of the Highlander in 2007 introduced a product more for the new crossover segment, which now accounts for all growth in SUVs.

Article

This article discusses the recession in the context of Web 2.0, and argues that the online world offers opportunities for marketers wishing to grow their brands in the economic downturn.

Research Paper

This paper discusses the importance of giving consumers control and respecting their privacy when using Big Data.

Article

This article explores the 'big bang' of new data sources, but to fill the gaps requires a fundamentally re-thought approach to research, as the brands with the clearest picture of their customers will develop the clearest market advantage.

Article

This primer is part of an ongoing effort by the IAB to define common language, concepts and best practices in interactive advertising.

Article

The ethics of negative product placement in advertising is just one of the scenarios flagged up in this article about the moral minefield that marketers have to navigate.

Case Study

Intel measured the impact of its digital communications via its Value Point System (VPS), which monitored the quality of consumer engagement across nearly 150 touch points across ads, Intel.com, and off-domain sponsorships.

Article

This paper provides an overview of the global internet services industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Case Study

CDW wanted to drive growth in the US by changing its image from IT hardware supplier to national, full-service IT solutions provider.

Article

In January, traffic on one of Moscow's busiest roads came to a halt when ads on roadside video billboards were pre-empted by a porn video.

Article

This article outlines some of the major issues faced by buyers of programmatic advertising, including viewability, fraud and suitable context, and the measures they can take to counteract them.

Research Paper

Nielsen's Extended Screen measurement is intended to allow the media industry to re-evaluate the distribution and commercialisation of programming across multiple consumption platforms.

Article

This article looks at iBeacon, a piece of technology that allows every device powered by Apple's latest iOS 7 operating system to transmit and receive unique signals via Bluetooth, across a distance spanning up to 150 feet.

Article

This briefing offers an overview of the history, theories and key trends related to Short-term Impact.

Article

This introduction to Admap's report on online measurement. It summarises the problems involved in 'measuring the internet'.

Article

This article assesses the current legislative challenges facing the U.S. advertising industry.
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