Short Takes: Vibrant Taps New CEO, Looks Beyond In-Text
The move comes at an interesting time for Vibrant. It is in the midst of moving its business from being primarily about in-text advertising, denoted with double-green underlines, into one that’s pushing an array of contextual ad products. Vibrant is running in-line contextual ads on photos, expanding its banner business and rolling out toolbars for publishers to create more inventory. The idea is to turn its in-page targeting engine, which matches keywords with relevant ads for in-text placements, into a broader ad business.
That’s probably the only way for Vibrant to move from being a nice, reliably profitable but relatively small company into the big leagues of ad tech companies slated for a public offering or a huge acquisition. It will also bring it far greater competition, with a raft of companies looking to monetize publisher photos and companies like Meebo offering toolbars.
Irvine was CEO of About for three years, joining The New York Times Co subsidiary from Digitas, where she was chief administrative officer. She stepped down from About in May as the unit struggled dealing with the aftereffects of Google’s algorithm change, which downgraded many About pages from Google’s search results.
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Media Briefing: Why publishers hope chatbots will be the latest retention tool
This week’s Media Briefing looks into why publishers are building their own artificial intelligence-powered chatbots. Publishers hope chatbots will be the latest retention tool As part of publishers’ integration of generative AI technology into their editorial and business operations, publishers are developing and launching chatbots on their websites. The four publishing executives Digiday interviewed for […]
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Test Test
However, Fitzco’s research “has consistently shown that environmental issues and sustainability are important topics to younger skewing audiences. The focus on social, along with visual representation of data, aligns with the type of content a younger audience consumes,” she said. Joyce, on the other hand, said interest in sustainability content from advertisers and consumers “has […]
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This is a Digioh Test
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SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
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The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
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Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
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