Articles by Bill Mickey

AARP

  The advertising world is obsessed, to say the least, with the 18-34-year-old market. Accordingly, this has been a primary hurdle for AARP,

Private Ad Exchanges

 Back in mid-2012 Hearst launched its private ad exchange, six months after Condé Nast launched its own. At the time, the exchanges were set to offer a buying experience relegated to the publishers' stable of brands. Remnant ads were sold via RTB, but leveraged audience data around the brands to enhance the campaigns with targeting capabilities.

Expanding Off of Print

  Chicago—Even with the persistence of news on brands shutting down their print magazines in favor of a digital-only model, there are some market segments where print still forms the bedrock of a publisher’s strategy.

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