Where Google Misses the Mark for Premium Publishers

first_imgI love Google. I believe it to be one of the greatest American businesses ever launched. For the last dozen years, I have been a partner as well as competitor to Google. I have seen firsthand the incredible breadth of engineering talent and resources they bring to the market. As a publisher, I was a long-time customer of syndicated Google search advertising as well as embedded, contextual text advertising.Google is brilliant at serving and monetizing text advertising. Whether done on the search result page or via contextual mapping to page level content into a dedicated module, these are solutions that no publisher can directly offer. These are solutions based on mapping scale of advertisers to scale of potential keywords, something no individual publisher can possibly replicate. The money generated from these placements is incremental and does not compete with the publishers’ own direct efforts to sell a similar product.Display is a different ballgame. A premium publisher’s core business is in selling a high-value display placement into their curated environment at a premium price. While programmatic buying is surely challenging the value of this model, it still represents a significant market with hundreds of top-tier brand marketers placing value on the age-old premise of the right ad delivered to the right individual in the right environment. Google’s core display product undercuts this model in damaging ways. Google will serve what its algorithm perceives to be the best possible ad at that given moment. It does not discern the appropriateness of the ad content itself or the economics involved. This often defaults to the lowest common denominator served into a premium display position—a text ad, from a direct response marketer, sold for less than 10 percent of what the publishers’ direct sales force is trying (and succeeding ) to get for that same inventory.This is particularly damaging in emerging areas like mobile. Because most premium publishers don’t sell their mobile inventory yet, you often see Google text ads appearing in prime display mobile real estate. Because many of these publishers are using DFP as their first party ad server, Google wisely makes it very easy for them to automate their Adsense backfill.Here is the prime example. This is a screen shot of The New York Times mobile home page from a few months back. The NYT has not sold this position so it defaults to a backfill solution from Google. This is what served: Now I’m an old digital guy and still view the home page of the NYT as a very premium buy. I see top 50 brands paying top dollar to get that position. Google has done a great service to the Counseling Anxiety in Miami advertiser. I wonder if they even know they owned the homepage of the NYT. For the NYT, this is a horrible result. Never mind the poor quality of the ad content and how that sullies the environment for the reader; I’m not sure how their sales team can go to market selling the exclusivity of the placement to their top-brand advertising partners when this is what’s running there.So what can you do if you’re a premium publisher with lots of unsold inventory?1. Put the right resources in place to sell it yourself, and in the way it needs to be sold—as a high-value, high-impact display unit.2. Work with specialist networks that focus on premium inventory and premium brands.3. If you’re going to backfill, do it via an SSP (Pubmatic, Rubicon, or even AdMeld, which Google owns), where more competition for the inventory should produce better ads and better economics.4. If you’re going to just run Google ads, then have somebody at the switch watching to make sure there are minimum standards of ad content quality and yield.Don’t get me wrong; Google is a great and critical partner to the publisher and would be the first to point out they give the publisher control to manage their inventory. The reality is that most publishers don’t have the resources to do this, so they default to something that in the long run undermines their business.    Be smart. Protect the premium value of your brand and inventory.last_img read more

Lion King remake is the 9th highestgrossing film ever

first_img 2019 movies to geek out over 77 Photos TV and Movies Share your voice Post a commentcenter_img Enlarge ImageMost profitable lion of all time. Walt Disney Pictures The new and “improved” Lion King remake beat the original at the box office after just 11 days in theaters. But the original has nothing to be ashamed of, because now Lion King 2019 has beaten all but eight other movies at the global box office. At $1.435 billion, it’s now the ninth highest-grossing movie of all time, according to Box Office Mojo.It beat Avengers: Age of Ultron, the second of four Avengers flicks, to get that spot. It’ll have to make another $80 million or so to beat (Fast and) Furious 7, which at $1.516 billion is the eighth top-grossing flick ever. Avengers: Endgame is box office king, with $2.795 billion made at the global box office.These numbers don’t take inflation into account, though. Adjusting for inflation, the new film is still behind the original. The Lion King grossed $968 million in 1994, which converts to about $1.676 billion in 2019 money.The lion’s share of Lion King’s gross comes from international markets. According to Box Office Mojo, $939 million is from foreign markets while the film has made $496 million in the US.This year has been incredible for Disney to say the least. It’s already surpassed the box office record set by one single company in a single year. You can see why: The Lion King joins Disney’s Aladdin live-action remake, Avengers: Endgame, Captain Marvel and Spider-Man: Far From Home in the $1 billion club for 2019.Though it’s a cash cow, the new Lion King hasn’t been a critical darling. It holds a 55 on Metacritic and is only 52% fresh on Rotten Tomatoes. (The audience score on Rotten Tomatoes is 88%, though.) Tags 0last_img read more

Bagha hosts 500yrold Eid fair

first_imgChildren enjoying a show at the Bagha Eid fair recently in Rajshahi. Photo: Prothom AloAn age-old fair, which takes place every year on the occasion of Eid in Rajshahi’s Bagha, is the oldest one in the country.Bagha residents have been enjoying this Eid fair for around 500 years.Heritage Rajshahi’s founder and president Mahbubur Rahman said to Prothom Alo, “As far I know, this is the oldest Eid fair in the country.”The fair, which starts from Eid day and generally continues for a week on the premises of Bagha High School, possibly began 490 years ago marking the death anniversary of Islamic preacher Hazrat Shah Moazzem Danishmand Shah Doula.Bagha Mazar Waqf Estate Committee organises the fair every year during Eid-ul-Fitr on the occasion of death anniversaries of Shah Moazzem Danishmand Shah Doula and his son Shah Shufi Maulana Abdul Hamid Danishmand Kutubul Aftab.People visit the fair every day to enjoy the circus, merry-go-rounds and other rides as well as buy sweets and other delicacies, toys and novelties.*This report, originally published in Prothom Alo print edition, has been rewritten in English by Imam Hossainlast_img read more

Keep your furry friend warm this winter

first_imgThe winters are here and understanding how to take care of your dog during the season is important. Change in weather conditions, decreasing temperature and other dangers of winter may pose a number of expected and unexpected health threats to them. Therefore, being a responsible pet parent, you have to take care of your best friend just as you would for yourself with proper clothes, food and restriction from unnecessary outdoor activities. Dr KG Umesh, Waltham Scientific Communication Manager, South Asia, Mars India said, “By taking some basic precautions and paying attention to the needs of your four-legged friend, responsible pet owners can help their dogs make it through the winter in good health. To keep your pet fit and healthy this season, make sure you’re maintaining an appropriate diet and following some simple indoor tips. Also Read – ‘Playing Jojo was emotionally exhausting’Feeding: Give your pet more food during cold weather than you do during hot months. Pets need extra food because exercising outdoors in cold weather takes more energy. However, be cautious that pets are more likely to gain weight during winter time and are more likely to suffer injury and illness than pets who maintain a normal weight range.Exercise: Most Pets will not exercise by themselves, hence take advantage of breaks in the weather by taking short walks with your dog. Even a few minutes of exercise will help make a difference. Also Read – Leslie doing new comedy special with NetflixDry Cleaning: Don’t neglect pet grooming in the winter. Your dog probably won’t get very dirty in the winter, and you may not need to bathe them. But if you do, it’s very important that you keep them warm after the shower. Don’t let them go outside until dried. Hair Shedding: Hair loss is a common complaint with dogs in India. Photoperiod (light intensity) is the main factor behind nutrition, genetics, health that can cause dogs to shed hair excessively during some seasons. However, we suggest visiting a veterinary doctor and getting your dog examined to rule out any parasites like fleas, ticks, mange or allergy, hormonal imbalance, bacterial or yeast infection that causes hair loss.Vaccination, De-worming and regular health check are important considerations during winter periods.last_img read more