The internet is ‘an ethical vacuum’. Or so says Leveson. Following the Leveson Inquiry – an investigation into the questionable ethics and practices of the British press in 2012 – the resulting Royal Charter proposed an overhaul of how publishers are regulated. Including online publishers. In its proposition, the Leveson Inquiry revealed a thinly-veiled suspicion [...]
Continue Reading →I was surprised to read on Econsultancy that 45% of companies aren’t running user tests on the products they develop. That’s almost half of all companies that don’t go out there to discover how their customers will actually use their products. They don’t seem to realise that this step can be the crux for their [...]
Continue Reading →No doubt about it: Direct response marketers bankrolled the real-time bidding revolution, while brand dollars keep fuelling growth on the reservation side. That is set to change. Specialist exchanges and supply-side platforms open new doors to media that is biddable, targetable and capable of moving a brand. Last month I wrote about the fallacy of [...]
Continue Reading →Digital marketing is at risk of becoming a demand-harvesting machine. We’re getting so good at finding audiences that will obligingly convert that we sometimes forget the point of advertising: to change the way people think or act. The combination of tempting economics and easy measurement continues to fuel the growth of digital, but all too [...]
Continue Reading →Ad viewability is technically and logistically bewildering. If you need proof, read Jeremy Stanley’s excellent two-part overview of the space on this site. Today though I’d like to set aside the discussion about nested cross-domain iframes, how many seconds are enough, and so on. Instead I want to explain why viewability is important, and why [...]
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