Scott Cunningham Joins IAB As Vice President Of Technology & Ad Operations With Mandate To Ensure High-Quality Digital Advertising Supply Chain

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Scott Cunningham Joins IAB As Vice President Of Technology & Ad Operations With Mandate To Ensure High-Quality Digital Advertising Supply Chain

Cunningham to Play Key Role in Organization’s Efforts to Fight Advertising Bots, Address Viewability Issues, Create Technical Standards, Establish Industry-Wide Best Practices & More

NEW YORK, NY (April 11, 2014) — The Interactive Advertising Bureau (IAB) today announced that Scott Cunningham, Senior Vice President of Product at sovrn, has joined the IAB as Vice President of Technology and Ad Operations. Cunningham will play a pivotal role in the organization’s ongoing efforts to ensure a high standard of quality for the digital advertising supply chain, filling a key position that will be responsible for implementing technical standards and developing best practices on crucial issues such as combating traffic fraud, improving ad viewability, defending against malware, and resolving other issues impacting IAB members and digital advertisers at large.

“Cunningham’s hire is a major strategic coup for the IAB,” said Randall Rothenberg, President and CEO, IAB. “The integrity of the digital advertising supply chain must be protected in order for online advertisers to be both effective and innovative, and we felt it was crucial to bring someone on board who can focus on this issue, as well as provide hands-on expertise when it comes to the technical needs of stakeholders across the ecosystem. With his extensive experience optimizing the advertising systems of major companies such as USA Today, ManiaTV, The Denver Post, Digital First Media, Federated Media Publishing and sovrn, we are confident that Cunningham is the right person for the job.”

“We were very deliberate in our search for an executive to take on this role in addressing critical concerns and opportunities for the industry,” said Patrick Dolan, Executive Vice President and COO, IAB. “While technology has led to major advertising advances, it has also created a great deal of complexity and challenges. Cunningham will work with our members to create and refine ad technology standards for the IAB that will drive forward the interests of the entire digital advertising community, ensuring the industry’s ongoing growth and expansion.”

“Over the years, and most recently with the work we have done at sovrn, I’ve seen firsthand how important high-quality audience data, strong technical standards and best presentation practices are in establishing a firm foundation for success in digital advertising,” said Cunningham. “There are a series of imperative issues on the IAB ad technology and operations docket, all designed to help build that sort of foundation across the marketplace. The IAB is in a unique position to serve as the catalyst for changing the landscape for the better, and working with its members to do just that is my highest priority.”

Cunningham has a long history of implementing ad technology policies that have helped major organizations reach new heights with their ad programs. He got his start in the journalism industry, implementing the first online banner ads at the University of Wisconsin-Madison’s independent newspaper, The Badger Herald, and serving as Manager of Multimedia Technologies for nearly 10 years at USA Today, where he developed rich media technologies and video to enhance the publication’s stories and provide more opportunities for advertising for USATODAY.com, as well as across Gannett broadcasting and newspaper sites. He then joined ManiaTV as Vice President of Publishing and Software Development, where he led tool-development and content-publishing teams for the broadband video distribution network and launched five video ad networks.

From there, he proceeded to head the software/web development, operations, and analytics teams at The Denver Post as Vice President of Operations and Solutions; lead engineering and operations for more than 800 nationwide news and niche websites and mobile products at Digital First Media as Vice President of Technology and Platforms; and handled product and design for programmatic and native advertising solutions at Federated Media Publishing as Senior Vice President of Product. He is a graduate of the University of Wisconsin-Madison.

Cunningham will start his new position with IAB on April 28.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 600 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

IAB Media Contact

Laura Goldberg
347- 683-1859


2013 Internet Ad Revenues Soar To $42.8 Billion, Hitting Landmark High & Surpassing Broadcast Television For The First Time--Marks a 17% Rise Over Record-Setting Revenues in 2012

Press Releases

2013 Internet Ad Revenues Soar To $42.8 Billion, Hitting Landmark High & Surpassing Broadcast Television For The First Time--Marks a 17% Rise Over Record-Setting Revenues in 2012

Q4 2013 Numbers Climb to $12.1 Billion, A 17% Surge in Revenues Over Same Time in 2012

Mobile Sees Year-Over-Year Triple-Digit Growth for the Third Year in a Row

NEW YORK, NY (April 10, 2014)  U.S. interactive advertising revenues for 2013 hit an all-time high of $42.8 billion, according to the IAB Internet Advertising Revenue Report for the full-year, exceeding broadcast television advertising* revenues ($40.1 billion), for the first time ever. This momentous figure marks an increase of 17 percent from 2012’s landmark revenues of $36.6 billion. The report, unveiled today by the Interactive Advertising Bureau (IAB) and prepared by PwC U.S., also reveals that fourth quarter revenues for 2013 came in at $12.1 billion, an increase of 17 percent from the $10.3 billion brought in during the same quarter in 2012. In addition, this total represents an uptick of 14 percent from 2013’s third quarter revenues at $10.6 billion.

Other highlights include:

  • For the third year in a row, mobile achieved triple-digit growth year-over-year, rising to $7.1 billion during full year 2013, a 110 percent boost from the prior year total of $3.4 billion. Mobile accounted for 17 percent of 2013 revenues, whereas it was 9 percent of revenues in 2012.
  • Digital video, a component of display-related advertising, brought in $2.8 billion in full year 2013, up 19 percent over revenues of $2.3 billion in 2012. As a result, it also increased its share to become the fourth largest format, directly behind mobile.
  • Search revenues totaled $18.4 billion in 2013, up 9 percent from 2012, when search totaled $16.9 billion.
  • Display-related advertising revenues in 2013 totaled $12.8 billion or 30 percent of the year’s revenues, a rise of 7 percent over $12 billion in 2012.
  • Retail advertisers continue to represent the largest category of internet ad spending, responsible for 21 percent in 2013, followed by financial services and closely trailed by automotive which account for 13 and 12 percent of the year’s revenues respectively.

“The news that interactive has outperformed broadcast television should come as no surprise,” said Randall Rothenberg, President and CEO, IAB. “It speaks to the power that digital screens have in reaching and engaging audiences. In that same vein, the staggering growth of mobile is clearly a direct response to how smaller digital screens play an integral role in consumers' lives throughout the day, as well as their critical importance to cross-screen experiences.”

“Our survey confirms that we are fully in transition to the post-desktop era,” said David Silverman, Partner, PwC U.S. “Triple digit advertising revenue growth from mobile devices contrasted the more tepid 8 percent growth from traditional computer screens. This is simply a reflection of the change in how and where consumers are viewing their informationon the go!”

“Digital marketing generates large reach and many possibilities to create impact across consumers’ purchase consideration processes, both critically important to advertisers as they seek marketing investments that have value ” said Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement, IAB.

Here are the results from the full year in comparison with last year’s numbers:

  Full Year
Full Year
  % $ % $
Revenue (Ad Formats)        
Search 46% $16,916 43% $18,365
Classifieds and Directories 7% $2,430 6% $2,597
Lead Generation 5% $1,689 4% $1,749
E-mail 0% $156 0% $165
Mobile 9% $3,370 17% $7,084
    - Digital Video Commercials 6% $2,330 7% $2,784
    - Ad banners / display ads 21% $7,721 19% $7,943
    - Sponsorships 2% $845 2% $766
    - Rich media 3% $1,113 3% $1,328
        Total display-related 33% $12,009 30% $12,821
Revenue (Pricing Models)        
Impression-based 32% $11,709 33% $14,297
Performance-based 66% $24,093 65% $27,788
Hybrid 2% $768 2% $696

IAB sponsors the IAB Internet Advertising Revenue Report, which is conducted independently by the New Media Group of PwC. The results are considered the most accurate measurement of interactive advertising revenues because the data is compiled directly from information supplied by companies selling advertisements on the internet.

The survey includes data concerning online advertising revenues from Web sites, commercial online services, free email providers, and all other companies selling online advertising. The full report is issued twice yearly for full and half-year data, and top-line quarterly estimates are issued for the first and third quarters. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information.

A copy of the full report is available at: iab.net/AdRevenueReport.

*Broadcast television advertising includes national network, syndication and spot TV.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 600 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

About PwC US

PwC US helps organizations and individuals create the value they're looking for. We're a member of the PwC network of firms in 158 countries with more than 180,000 people. We're committed to delivering quality in assurance, tax and advisory services. Tell us what matters to you and find out more by visiting us at www.pwc.com/US.

Learn more about PwC by following us online: @PwC_LLP, YouTube, LinkedIn, Facebook, and Google +.

©2014 PricewaterhouseCoopers LLP, a Delaware limited liability partnership. All rights reserved. PwC refers to the US member firm, and may sometimes refer to the PwC network. Each member firm is a separate legal entity. Please see www.pwc.com/structure for further details.

IAB Media Contact
Laura Goldberg


PwC Media Contact
Steven Silber




MRC Lifts Advisory against Transacting on Viewable Display Impressions

Press Releases

MRC Lifts Advisory against Transacting on Viewable Display Impressions

Switch to Viewable Impressions under Making Measurement Make Sense (3MS) Initiative Marks Momentous Occasion for Consumers, Brands, and Publishers

NEW YORK, NY (March 31, 2014)  The Media Rating Council (MRC) announced today that it has lifted its advisory on Viewable Impressions for display advertising, giving a green light to the industry to begin transacting on the new metric for the first time. This switch to viewable impressions is a momentous occasion for consumers, brands, and publishers. This shift in media currency will help brands connect with engaged consumers, and do the kind of multi-platform campaigns across media properties they've been eager to do almost since the internet was born.

The MRC in collaboration with the IAB Emerging Innovations Task Force, a large working group consisting of a wide range of industry stakeholders, has released its Viewable Impression Measurement Guidelines, which spell out specific parameters for how viewable impressions should be measured. The Guidelines draft, which has been in the works for more than a year, will be circulated for a 30-day period for public review to ensure broad dissemination and to permit for minor outstanding revisions.

The Guidelines state that 50 percent of pixels must be in the viewable portion of an internet browser for a minimum of one continuous second to qualify as a viewable display impression. The shift from a “served” impression to a viewable impression standard will provide marketers with a more accurate way to quantify their investment and deliver increased value for all parties involved in brand advertising.

Read the MRC press release on the advisory lift
Download the full MRC industry communication on the switch to a viewable impression standard

The following resources are available to help publishers with the transition to viewable impressions:

MeasurementNow.net – The Source for All 3MS News and Updates

Top 10 tips to increase CPC - cost per click on Google Adsense

A huge traffic doesn't guarantee good earnings from Google Adsence. Many users find themselves stuck on the lower end of the earnings after using Google Adsence for their blogs or websites. The optimization of Google Adsence is very important if you want to increase your revenue through the increase in CPC (cost per click). So here are some good tips to increase Google Adsense CPC, and enhance earnings through Google Adsense.

What is Adsense CPC?
Before moving on to understand the tips to increase adsense CPC ,first let us understand what is adsense CPC. CPC or Cost Per Click is the revenue that you earn with a click on the ads displayed on your blog/website. It is having much more important role to play in increasing the revenue through Google Adsense than CTR (Click-through rate).

For those who are really determined to increase their earnings from Google Adsense, it is very important to focus on the CPC rather then CTR. It is because, getting a thousand impressions on your ad would serve little to your purpose of getting good earnings through it. This is where the importance of CPC lies.

Any blog/website with an average CTR but good CPC is bound to have good earnings. So what are the methods to increase adsense CPC? let's examine a few of them without any further delays:

Top 10 tips to increase Adsense CPC

1. Selecting the Right Niche
Writing on any random topic won't do your job. First of all you need to identify the appropriate niche for your blog. This is important because Cost Per Click (CPC) of ad is directly related to the topic on which you're writing. There are many niches which lead to high CPC and some of them include in the order of decreasing CPC are blogs on internet domains, technical gadgets, Google products, Microsoft products, banking sector, automobiles, health, real estate etc.

2. Choosing Content
Selecting a proper niche is only half part of the job. Instead of writing on any subject within a niche, you first need to ask yourself – what do people generally search for, on internet related to this niche? Try to find the queries put forward by the people and prepare your content based on that. Good content will bring the readers to your blog and, subsequently, high CPC rates. Good content gets more traffic through the search engines and that means more readers and more clicks.

3. Page Rank
Google gives page ranks to the websites. Either the entire website or the individual pages are ranked from 1 to 10. A page rank above 4 i.e. 5 or 6 is pretty good for your blog, because accordingly Google will displays those ads on your pages that generate more revenue by way of clicking. This will have a direct impact on your CPC and it will see a significant increase. So now you can understand how important the page rank is. So you should continuously work towards improving the quality of your blog in order to maintain and enhance your page rank.

4. Ad Review Center
Next, you need to know is about the Ad Review Center. It is a feature in the Google Adsence and this helps you to know how much you are earning in each ad category. It shows different ad categories which are being shown on your blog. It will help you to ascertain which ad category is not paying you much and you can block that category. The best thing is to block the category which is irrelevant to the content of your blog.

5. Competitive Ad Filter
This feature in your Google Adsence account that helps you to block the specific or general ads that are displayed on the pages of your blog. You have got the option of either blocking the ads for the whole blog or a particular page on your blog. Now these ads can be of the competitors and that will help you to increase your CPC.

6. Access Platforms
Your blog is accessed by the readers through different platforms like mobile, tab, desktop, laptop etc. Most of them access the blog through desktops and laptops. CPC is not very much affected by the platform; even then you should try to target the users of a particular platform only. One important thing is that if you target mobile or tab readers then CPC might increase as the ads displayed on them are high paying.

7. Target Country
Another factor that has an impact on your CPC is the country you are targeting. A very apt example is that of USA as a click on an ad from USA can easily earn you 2$ to 3 while a click from India would lead to earnings of only 20-40 cents. So it is advisable that you develop your blog keeping English-speaking countries in mind as that will increase revenue as well as page rank of your page.

8. Text & Image Format
Choosing a right format for the ad is also very important in increasing the Google Adsence CPC. If you have space for three ads on your page then it is better to go with two 336 X 280 ads and one 468 X 60 ad. You should have text format because text ads have higher CTR (click through rate). It is better not to use image ads in most of the cases as they have less CTR and lower CPC.

9. AD Placement
The placement of the ads on the webpage is directly proportional to Google Adsence revenue. So, in order to maximize your CPC, you should place 2 ads inside the blog post and one outside it. It depends a lot on your choice and how you want the ads to be shown on your blog. This is imperative because too many ads can also distract and annoy the reader coming to your blog.

10. Always Experiment
One should not stick to the basic rules and should always think about experimentation to bring about some innovative ideas for your blog. Try for some different niches, topics and do take the tips given by Google Adsense center.


AdSense tips (part 1)

Google AdSense is a pay-per-click (PPC) program that can give you advertising revenue from each page on your website with a minimal investment in time and no additional resources.

AdSense delivers relevant ads that are targeted to the content people find on your site.

In many advertising networks and websites, including AdSense, the advertiser is charged for advertising their ad only when a user clicks on their ad. How much they pay (for that click) is called their Cost Per Click or CPC.

Here you will find some simple and effective AdSense tips that will increase your revenue. If you haven't already joined AdSense program, you should sign up first.

Now it's time to show you some tips and tricks that will optimize your AdSense ads.

Top 15 AdSense tips

AdSense Tip #1: Find your keywords

Before serving ads on a web page, check its keyword density. A free and advanced tool for finding the most prominent keywords in a page can be found here: SEO Density Analyzer. Copy the most important keywords to a text file ([web page name]-adsense-keywords.txt).

AdSense Tip #2: Improve your keywords

Get keyword suggestions from Overture Search Inventory and from Google AdWords Sandbox. Get new keywords that can help you improve your ad relevance. Enter the keywords from [web page name]-adsense-keywords.txt and save the suggestions to [web page name]-adsense-suggestions.txt.

AdSense Tip #3: Keep your website focused on a theme

Use the keyword suggestions to enhance your web pages and to build theme-based content. And also try to get your keywords into the anchor text of your incoming links as much as possible. Don't forget that Google AdSense is keyword-targeted advertising: Google AdSense bases its advert topics on your websites content, this means that content-rich websites of a popular topic should attract a large amount of ads.

AdSense Tip #4: Write a new page every day

One of the best tips is to add a new page to your web site every day. The more content you have, the more visitors you will get. Put an Adsense unit on each and every content page of your site. But where? You will find more about that from the next AdSense tips.

AdSense Tip #5: Choose the right AdSense format

Wider formats are successful because the ads are compact, easy to read and are complementary to the content. The top three AdSense formats are:
  1. 336x280 large rectangle
  2. 300x250 medium rectangle
  3. 160x600 wide skyscraper

Another successful format is the 468x15 horizontal ad links, that can be placed under your navigation bar.

More AdSense Tips

  • AdSense Tip #6: Color tips
  • AdSense Tip #7: Position tips
  • AdSense Tip #8: Increase the number of ads
  • AdSense Tip #9: Preview Google ads
  • AdSense Tip #10: What not to do
  • Plus: official Google AdSense tips
Read these tips in the second part of AdSense tips.

AdSense tips (part 2)

 In part one of the AdSense tips you found out how to improve your keywords and how to build theme-based content.
  • AdSense Tip #1: Your keywords are important
  • AdSense Tip #2: Improve your keywords
  • AdSense Tip #3: Keep your website focused on a theme
  • AdSense Tip #4: Write a new page every day
  • AdSense Tip #5: Choose the right AdSense format
The next AdSense tips will show you the importance of positioning the ads and how to increase your revenue by adding multiple AdSense units.

AdSense Tip #6: Color tips

When creating your Google AdSense ads it is recommended to use the color scheme and style of your website so that the ads blend in well. Ads without background color and borders perfom better than ads within borders with background color.

Create a custom AdSense palette:
  • border color = background color of your web site
  • background color = background color of your web site
  • link color = blue, color of your links
  • url color = black, #999999
  • text color = black, #333333, color of your main content
You can also rotate your color palette: select multiple color palettes that blend with your site to create variety.

AdSense Tip #7: Position tips

Visitors tend to look at the big headlines to see if your page is worth reading. If you get them interested, they will read the text and look for your navigation links.

Place the AdSense ads in a prominent place around the top/left part of your page or under your headlines, where your visitors are most likely to look at.

If you have an article page with a long body of text, the bottom of that article is a good place for AdSense ads because your visitors read the text and then they want more resources.

AdSense Tip #8: Increase the number of ads, but not too much

If you have a lot of text on a page, use multiple AdSense units. You can use up to three AdSense units on a page, two AdSense search boxes and one unit of ad links.

Link units allow the user to refine what they're interested in. So if they may not be interested in specific ads on your page, they might be interested in a particular topic, and by clicking on a link unit and a link in the link unit, they'll be able to specify that they're interested in that specific topic and get a lot more options and variety on the ads that might appear.

AdSense for Search allows visitors to search Google.com or your sites (up to 3 domains). You earn money whenever they click on the ads that come up on the search results. If you click the Open search results in a new browser window checkbox in the AdSense for Search settings, you won't lose your visitors.

AdSense Tip #9: Preview Google ads

You can find out what ads will be served by Google AdSense if you install Google AdSense Preview Tool, a very simple tool available only for Internet Explorer 6.0. Click to advertiser sites without generating invalid clicks, and easily add their URLs to your URL filter list. Because AdSense uses geo-targeting, Google serves different ads for other countries. Instead of faking your IP or travelling abroad to test your ads, use this AdSense tool to see what ads see your visitors from France, Germany or other countries.

There may be no Google AdSense ads available for your webpage, so Googlw will display Public Service Ads. You can hide them using alternate colors or images. Make sure you include the image in a simple html file as a link (use target="_top"). The image size should be the same as the dimension of AdSense units. In the alternate url box, enter the absolute url of the html file.

Read more about alternate ads.

AdSense Tip #10: What not to do

  • Don't click on your own ads
  • Don't ask others to click on your Google ads
  • Don't manually change AdSense code
  • Don't place Google ads on sites that include prohibited content (e.g.: adult sites)
  • Don't employ cloaking, hidden text or farm links
  • Don't use AdSense ads on the same page with similar ads (e.g.: Yahoo Publisher Network)
Read these tips in the 3 part of AdSense tips.

AdSense tips (part 3)

 In part one of the AdSense tips you found out how to improve your keywords and how to build theme-based content.
Then we showed you the importance of positioning the ads and how to increase your revenue by adding multiple AdSense units.

AdSense Tip #11: Show images above or next to your ads

Placing images above AdSense ads is not necessarily prohibited by program policies. However, depending on the method of implementation this could be considered encouraging users to click on ads. So you should include a border line between the ads and the images. Don't show specific products in your images, in order not to mislead the visitors. Just use generic images that will increase the visibility of your ads.

AdSense Tip #12: Use section targeting

Use section targeting to emphasize some content in your page. On your site, place this code where you want to emphasize.
<!-- google_ad_section_start -->
Content you want to emphasize.
<!-- google_ad_section_end -->

If you want some content to be ignored, use 

<!-- google_ad_section_start(weight=ignore) -->

AdSense Tip #13: Alternate the colors of your ads

AdSense allows you to have up to 4 color variations for each variable for which you can specify color. You should do that if you put AdSense ads on pages that receive many impressions from the same visitors (for example forums) to reduce ad blindness. For example:

google_color_border = ["628098","628098","000000","000000"]; 
google_color_link = ["000000","BBB90C","BBB90C","628098"]; 
google_color_url = ["000000","628098","000000","000000"];
google_color_text = ["628098","628098","000000","000000"]; 

AdSense Tip #14: Your Google ads should be visible

Make sure your text ads are visible to the surfers in all screen formats. If you put the ads in a table, give sufficient breathing room, i.e. proper cell padding and cell spacing to make the ads stand out from the rest of your content.

AdSense Tip #15: Use AdSense channels

You can categorize the content of your website into channels and then track your performance. This way you can experiment with different types of ads and see which is performing the best. Instead of buying an AdSense tracker, you can enter the most important pages in your site and see how they are doing. Create up to 200 channels for AdSense.
AdSense channel

Let's recap our AdSense tips

  • create interesting to read pages, focused on a theme
  • integrate AdSense in your layout
  • put yourself in the shoes of your visitors and experiment with the ads