About About
Contact RSS Twitter Facebook LinkedIn

Exponential Blog

08 Dec

Digital Advertising Outside the Google and Facebook Duopoly

Iris Espiritu News, Research 0

As Google and Facebook are projected to account for over half the share of US digital ad revenue this year, what does this mean for the digital advertising ecosystem and all the players within it?

eMarketer’s recent report, “Beyond the Duopoly: Exploring Digital Advertising Outside Google and Facebook“, dives into the dynamics of US digital advertising/marketing entities outside Facebook of Google, and explores what other platforms and publishers offer to meet the needs of advertisers. The report, which includes Exponential’s Rick Abell (VP of Global Publisher Development) as a source, touches more specifically on topics including brand safety, audience targeting, contextual relevance, the pivot to video, and the need to work with more than one platform.

An excerpt from the report on topic of brand safety is shared below and you can view the full report from eMarketer here.

“Marketer concerns about brand safety have risen amid political polarization and controversy in the US, and premium publishers are hoping to capitalize on their safe, quality environments in comparison to Facebook and Google, as well as other social platforms and open programmatic marketplaces. In the February 2017 ADI Summit Survey, half of US digital marketers surveyed said media quality was among their top three media buying challenges, ahead of any other issue…

…The quality content that comes from premium publishers can help brands avoid appearing controversial or extreme, but it may also offer a kind of halo effect: Consumers tend to view these publishers as trustworthy, and that trust and confidence may rub off on advertisers as well.”

eMarketer

Quote and graph source: Perrin, Nicole. Beyond the Duopoly: Exploring Digital Advertising Outside Google and Facebook. EMarketer, 2017, Beyond the Duopoly: Exploring   Digital Advertising Outside Google and Facebook, www.emarketer.com/Report/Beyond-Duopoly-Exploring-Digital-Advertising-Outside-Google-Facebook/2002174.

To learn more about how Exponential helps advertisers ensure campaign brand safety, check out our Advertiser’s Guide to Brand Safety. 

 

 


Audience Targeting Brand Safety Digital Advertising eMarketer Facebook Google Publishers Video Advertising

About

This is the blog of Exponential Interactive Inc.,(www.exponential.com) a global provider of advertising intelligence and digital media solutions to brand advertisers.

Posts

Popular Posts

  • Machine Learning: Behind the Hype
    Featured, News, Opinion

    Machine Learning: Behind the Hype

    As originally featured on The Drum. The study and application...

  • The Unintended Consequences of Relying on Consent with GDPR
    Featured, Opinion

    The Unintended Consequences of Relying on Consent with GDPR

    “It’s more likely that, a user trying to access...

  • Opinion

    What does your mobile brand choice say about you?

  • Pre-Inauguration Anxiety By the Numbers – How President Trump is Affecting Consumer Sentiment
    Featured, News, Research

    Pre-Inauguration Anxiety By the Numbers – How President Trump is Affecting Consumer Sentiment

    As originally published on Advertising Week’s AW360 and...

Tag Cloud

Aussie Australia Day Brand Safety creative Digital Digital Trading Standards Group EU advertising German online advertising Instream ads Internet of things m-commerce Media millennials Mobile video Movie Marketing Outstream Ads Performance performance marketing politics Sales Spanish automotive Spanish online advertising superbowl Video Ad news Wearable technology


  • Home
Home Home
Contact RSS Twitter Facebook LinkedIn

Copyright © 2011 Exponential Interactive Inc. All rights reserved.
Designed by Digital Lemonade