Transparency, Viewability and Accountability in Ad Tech

Posted by Daniel Ruby on Apr 25, 2016 11:41:54 AM

Viewability, transparency and accountability - three elements as individually rare in Ad Tech as they are important. In an environment where click fraud, bot traffic and ad blocking threaten to waste advertisers’ money and decimate publishers’ ability to generate revenue from their work, transparency, visibility and accountability in digital advertising  is of paramount importance.

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Topics: ads, AdTech

Swoop Automotive Visibility Index - Q1 2016

Posted by Daniel Ruby on Apr 20, 2016 5:00:00 AM

The Swoop Automotive Visibility Index measures the auto brands that have the most articles, discussions, posts and pages devoted to and read about them in a given period of time. For more information on our methodology and goals, check out our post "Introducing the Swoop Automotive Visibility Index."

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Topics: auto, swoop search index, research

Swoop and Page Load Times

Posted by Daniel Ruby on Mar 24, 2016 2:59:18 PM

Numerous surveys have shown that consumers are ever more frustrated by slow page loading times, and many consumers are pointing the finger at advertising.  This slow page load time, and the cost associated with mobile data loading, is a driving force behind consumer dissatisfaction and the rise of ad blocking.

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Topics: publishers, AdTech, load time

Swoop Visibility Index - Pickup Trucks, Q4 2015

Posted by Daniel Ruby on Mar 21, 2016 11:09:47 AM

Pickup trucks are the top-selling segment in the US auto industry, helping drive 2015 to the best sales year the industry has ever had. After our first delve into our data on online automotive brand visibility, I decided to take a look at just how much discussion and article-reading takes place around the pickuptrucks.com list of top-selling trucks.

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Topics: auto, swoop search index, research

Introducing the Swoop Automotive Visibility Index

Posted by Daniel Ruby on Mar 10, 2016 3:55:14 PM

Companies with data to share can and should use that data for marketing purposes. That’s the driving force behind modern “thought leadership,” and it’s quite true - if you want people to pay attention to you, you have to find some sort of data that nobody else has and share it. On that note, I’m proud to announce the Swoop Automotive Visibility Index, our new deep-dive into automotive brands that generate the most discussion across our huge network of automotive sites. This is a new arm of our long-running Swoop Search Index efforts.

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Topics: auto, swoop search index, research

Swoop Automotive Visibility Index - Q4 2015

Posted by Daniel Ruby on Mar 10, 2016 3:51:02 PM

The Swoop Automotive Visibility Index measures the auto brands that have the most articles, discussions, posts and pages devoted to and read about them in a given period of time. For more information on our methodology and goals, check out our post "Introducing the Swoop Automotive Visibility Index."

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With Google's Ad Changes, Can Tier 2 Automotive Advertisers Keep Up?

Posted by Daniel Ruby on Feb 25, 2016 10:07:52 AM

Well, it’s official - Google’s getting rid of the right-hand ads on their desktop search results page, and cutting the max number of ads on any given desktop SERP to four. I’ll be looking at how this affects various advertiser groups over the next week, and today I would like to focus on tier 2 automotive advertisers.

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Topics: search, ads, Google

Meet the Swoop Founders - Why We Made Another Ad Tech

Posted by Daniel Ruby on Feb 24, 2016 11:36:05 AM

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Topics: swoop, Google

As Search Inventory Gets Tighter, Swoop Can Fill In The Gaps

Posted by Daniel Ruby on Feb 23, 2016 12:37:04 PM

In case you missed the big SEM news, Google is nixing the right-rail ads on desktop search results. At the same time, for “highly commercial queries,” the search giant will be adding a fourth ad above the results.

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Topics: search, ads, Google, AdSense

Native Advertising Or "Native" Advertising?

Posted by Daniel Ruby on Feb 4, 2016 10:56:26 AM

Everyone wants a part of native advertising - for the past several years, it’s been the hot, buzzworthy “evolution” in digital advertising. But what passes for “native” advertising is, generally speaking, nothing more than slightly rebranded display ads, placed into a standard ad slot within or directly below the content of an article and offering an advertorial rather than a straightforward product offering. They are bid on programmatically, they are blocked by ad blockers, and they seem to be experiencing a similar “race to the bottom” as other real-time bidding models have experienced.

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Topics: search, native advertising

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