- Create a data strategy. You need a holistic, data-oriented strategy, with a top-down approach, in order to get past the cross-channel starting line. Catalog the most relevant types of data you have, relative to your marketing goals. Also, map out how your existing technological investments can be leveraged across desktop, mobile, CRM, email and other offline channels. Finally, let the bigger picture of how customers interact with your brand across touchpoints help establish your strategy.
- Prioritize integration. When you make your technology investments, always keep integration top-of-mind - rather than just features and functionality. All of your teams should be trained to make integration a priority. And when buying new solutions, you should select vendors that understand your company’s data strategy and provide a clear path to making their technologies connect to the rest of your ecosystem, including legacy systems.
- Banish silos. Align your strategy and marketing operations around the customer journey, with departments working in lockstep to deliver a consistent experience. With your eye on the cross-channel prize, all of your team members should have the right skill sets to launch and manage cross-channel initiatives. The necessary expertise can be gathered in-house or through agency, vendor, or other third-party partnerships.
About the Author
Mike Sands is the CEO of Signal.
- A new and better revenue stream for app developers. Currently, app developers make the majority of their revenue through paid downloads. By standardizing the mobile native transaction process, a previously unavailable revenue stream will be delivered to the market fueled by allowing developers to make money from engaging and lucrative native ads appearing within their apps.
- Increased supply of premium mobile native inventory. With the new potential for revenue, more app developers will enter the market and existing app developers will now make their inventory available more easily to advertisers. The core “network” effects of advertising technology - more sellers attracting more buyers - will be further unleashed.
- Acceleration of scale within mobile native. By standardizing mobile native advertising, brand advertisers and agencies will now have access to larger amount of inventory making it easier for them to achieve their campaign objectives.
- Improved user experience. By standardizing the process and removing the need for multiple SDK integrations, mobile apps will render more quickly and will be less likely to crash, thus delivering an optimal user experience.
About the Authors
Neal Richter is the Chief Scientist of Rubicon Project and co-chair of OpenRTB.
Brendan Riordan-Butterworth is the Director of Technical Standards at IAB.
About the Author
Alexandra Salomon is the Senior Director, International at the Interactive Advertising Bureau.
About the Author
Lauren Moores is the VP of Analytics at Dstillery.
About the Author
Susan Borst is the Director, Industry Initiatives at the IAB focusing on Social Media, B2B, Games, Content Marketing and Native Advertising.
She can be reached on Twitter @susanborst
Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.
Elaine Boxer is the Director of Industry Initiatives at IAB.
Chris Falkner is the Senior Vice President of Advanced TV, NBC Broadcasting at NBCUniversal.
Adam Lowy is the General Manager of Interactive & Advanced TV at DISH.
- The IAB CodeBank: The advertising industry’s repository of Open Source code, tools and implementation solutions;
- An Open Source network of developers which collaborates with the Tech Lab, donating their time, development cycles and resources to issues of interest to the IAB community; and
- A platform of utilities and testing tools that allow members to work with the specifications the IAB produces in order to help solve their real-world implementation needs.
”Safeframe is a standard which enables publishers to include 3rd party advertisements, including advanced ad formats such as richmedia, while mitigating the risk of data leakage or broken page because of the ad and page content interferences. It also provides a standard way to measure viewability across cross-domain iFRAME. Most recently we have deployed SafeFrame on one of our largest properties - Outlook. This is laying the foundation for serving 3rd party ads while making sure that our user’s data is protected and privacy is maintained.”
“One of the largest benefits of digital advertising is how dynamic it is. The entire industry works toward delivering the most relevant and captivating advertisements to individual users. But being that dynamic comes with huge tradeoffs in terms of level off effort, safety, privacy, and consistent metrics. The whole idea with SafeFrame, is to have a foundation on the web for such advertising to reside, so that we can mitigate those tradeoffs, as well as move towards the future. Rolling out and developing SafeFrame and other standardizing technologies like it, is in of itself a large challenge. And that’s why it’s a very big win, for the IAB to take a leadership role creating and managing the technology required. Standards and specifications are the first step, but it’s critical to have open technology platforms that enforce and deliver on those standards.”
“The ‘Patcher’ is the first in a series of tools and services being offered by Streamwize to help accelerate and simplify SafeFrame adoption by both advertisers and publishers and raise the floor of ad capabilities for the industry. It is an enhanced, open source web-based tool that advertisers can use to inject, test and view their creatives on nearly any web site with both SafeFrame and Friendly iFrame simultaneous format support. Within the tool, you simply put your own creative code snippet or ad tag, the web site you wish to target for testing and either auto select or enter the CSS expression of where the creative will be rendered on the targeted web site page. The tool supports all IAB layout designs including floating lightboxes and expanded ads as well as the ability to define height and width. It then works by proxying any selected URL, injecting the SafeFrame publisher-side framework into the web site, and then loading the selected creative into the specified location. You also get a unique URL you can share with others so they can also see how your creative would look and operate, in context on the targeted website before certification or client review.Streamwize is further developing tools for publishers to ease the transition to SafeFrame by allowing them to simultaneously support SafeFrame with older standards until they are ready to make a full switch over to SafeFrame. Building tools for both publishers and advertisers on top of SafeFrame allows publisher and advertisers to leverage some of its advantageous features, including support for measurement and contextual advertising.Such is the critical importance of SafeFrame adoption across the industry in dealing with thorny issues such as mitigating publisher risk, consumer protection and viewability, that Streamwize will offer the “Patcher” tool free and will shortly be launching a dedicated web site to showcase why it is committed to the SafeFrame cause and it’s growing capabilities and benefits for advertisers and publishers.”
Alan Turransky is the Senior Director of Technology and Ad Operations at IAB.
About the Author
Susan Borst is the Director, Industry Initiatives and IAB liaison for the Content Marketing and Native Advertising Task Force groups, along with the Social Media, B2B and Game Advertising Committees at the IAB. She can be reached on Twitter @susanborst