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

The 3 Best Places to Advertise Cars Online

Posted by Daniel Ruby on Jan 14, 2016 10:00:42 AM

When looking for potential car buyers online, where should you go? How should you spend your advertising budget? Here are three great places to advertise cars online, that will help automotive manufacturers and dealers get the most out of their 2016 advertising:

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Topics: search, advertising, auto, social

When South Park Takes Aim At You, You Should Pay Attention

Posted by Daniel Ruby on Nov 24, 2015 11:32:10 AM

Like most 30-somethings, I’ve been watching South Park since its inception. This season, the focus has been brutally accurate, taking aim at PC culture, the American political process (mostly skewering Donald Trump’s candidacy), attitudes towards immigration, and gentrification.

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Topics: user engagement, ads, AdTech

6 Ways Publishers Can Up Their Game in 2016

Posted by Daniel Ruby on Nov 19, 2015 6:00:00 AM

As 2015 nears its end, a year that has been tough on digital advertising closes. With what we’ve learned this year - especially centered around how advertising impacts readers, and how readers are now armed with ad blockers - here are six ways web publishers can have a great 2016.

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Topics: search, publishers, content monetization, user engagement, seo

Auto Buyers and the Swoop Network

Posted by Daniel Ruby on Nov 17, 2015 12:08:55 PM

Automotive advertisers love finding Internet users who are doing extensive research, and the Swoop advertising network has them. A recent breakdown of traffic across automotive sites running Swoop advertisements show that we see 80 percent of automotive users multiple times within 30 days, and nearly half more than once per day.

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Topics: search, ads, advertising, auto

DraftKings, Retargeting and Pissed Off Consumers

Posted by Daniel Ruby on Nov 12, 2015 7:30:00 AM

The NFL season is about halfway through, and if you’ve watched any sports, gone to any sports-related websites, listened to any sports radio or, generally, woken up and consumed any media during that time, you’ve probably found yourself inundated with ads for one-week fantasy football. DraftKings and FanDuel, the two leaders in the space, have spent so much money on aggressive advertising that it’s impossible anyone doesn’t know about them.

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Topics: display, online advertising, ads, advertising, retargeting

Why Health Ads Need Search Targeting

Posted by Daniel Ruby on Nov 9, 2015 8:30:00 AM

Health advertisers are a very unique bunch - they need as much specificity as possible in their targeting to ensure that they are advertising to the correct disease state. With search, this is relatively straightforward, but what happens when a user bypasses their SERP ad and goes onto an informational site? In the case of standard contextual ads, this often means painting with a very broad brush, which is why advertisers should be extending their search ad campaigns to websites.

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Topics: search, online advertising, digital advertising, ads, advertising

When Your SERP Ad Isn't Clicked

Posted by Daniel Ruby on Nov 3, 2015 5:30:00 AM


If you’re really good at SEM, your ads get clicked a bit over 2% of the time. What happens the 98% of the time, then, when your search engine ad shows but the user doesn’t click? Is that potential customer lost? Do you just hope they execute the same search again and give you another chance?

You have done your keyword research, and you know that this particular keyword means that the user is likely interested in your product. And unfortunately, you don’t know why the user didn’t click on your ad - they may have clicked on a competitor’s ad, but given SEM clickthrough rates, it’s more likely that they clicked into an organic result depending on whose metrics you go by, organic searches get the click as much as 94% of the time.

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Topics: search, digital advertising, ads, advertising

The Flu Shot Advertising Season Is Upon Us

Posted by Daniel Ruby on Oct 22, 2015 4:30:00 AM

 It's that time of the year, folks - coworkers are coughing and sneezing, everyone has "allergies" or "just a little cold," and the flu is sneaking its way through the US. It's also the perfect time for advertisers to remind people that the flu shot not only exists, but is available near you and worth the little stick.

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Topics: search, advertising, health, swoop search index, pharmaceutical

Advertising Marketplace Design

Posted by Sim Simeonov on Oct 13, 2015 10:28:18 AM

Editor's Note: This post originally ran on

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Topics: ads, advertising


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