Fighting Ad Spoofing with a Third Party White Lists

Generic Website

As the demand-side gets more and more concerned about buying fraudulent impressions, particularly ad spoofing where a low-life operator steps in front of a legitimate publisher’s domain to skim ad dollars, there a new defenses. The Interactive Advertising Bureau (IAB) has established Ads.txt as a bulwark against this kind of fraud. Some DSP’s are refusing impressions from sites that are not registered on the Ads.txt whitelist.

Publishers can easily set-up their site by adding a simple text file to their servers, which can be integrated into programmatic platforms to add one more layer of security. The logic is simple: collect the money others are scraping from your identity and don’t be left behind as big boys like Google have already joined up. Source: Media Post

Holding Steady

Manufacturing PMI-Oct-17


While new orders, new export orders and buying activity all increased, they appear to be balanced by increased costs resulting from government imposed environmental requirements and marginally lower inventories.

Looking at the future, Zhong Zhengsheng, director of macroeconomic analysis at CEBM Group noted, “The stringent production curbs imposed by the government to reduce pollution and relatively low inventory levels have added to cost pressures on companies in midstream and downstream industries, which could have a negative impact on production in the coming months.”  Source: Markit Economics

China’s GDP Ticks Down in Q3

China GDP - Q317


China’s Gross Domestic Product for the third quarter of 2017 ticked down slightly because fixed-asset investment grew less than expected. Other indicators such as industrial output and retail sales continued to deliver robust increases.  Sources: Trading Economics; National Bureau of Statistics, China

Projection: Online to Beat In-Store Holiday Purchasing

Holiday Buying patterns


For the first time Deloitte’s 2017 Holiday Retail Survey of 5,000 US consumers projects online buying will out-pace in-store purchasing this holiday season.  No wonder so many malls are closing.  The number is even more notable with the reality that much of the in-store purchasing will come after online searching and comparing – evidence of a quickly shifting consumer purchasing patterns.  Bricks and mortar retailers must find ways to live in the new world.  Companies like Walmart have acquired a number of online retailers in their effort to add a new revenue line to their balance sheets to replace lower revenue from their core business.

This business adjustment parallels that which the newspaper business is going through. While many newspapers have closed others, like the New York Times, have expanded their online presence and established pay walls to replace lower revenue in their print additions.  The Times is a case study for adjusting to the new digital reality.  The company’s third quarter reporting shows an 11% increase in digital advertising revenue and a 46% increase in digital subscriptions, which together represent 35% of total Q3 revenue that was up 6% overall.  Source: MarketingLand, NY Times, mPoint analysis


Three Rules for Banner Advertising

Simple Stupid

There are two things banner ads lack. One is time and the other is space.  Turns out Einstein’s theories don’t apply in advertising.  Banner ads have a blink of the eye to attract and limited real estate to communicate, which suggests three rules for advertising success:

  1. The message must be simple, declarative and bold.
  2. The background must be bright and vibrant

Cluttered language will be unreadable in the time available while too much background noise will detract from the message.

  1. A/B tests are best when only one element is tested at a time. Test a tag line without changing the background or visa versa.

“The bottom line: keep you banners simple, beautiful, and readable, don’t include any elements that are not strictly necessary and don’t over-complicate your testing.“  Source: reTargeter

The Positive Chinese Consumer

Consumer Confidence - Sep-17


The trend line for China’s Consumer Confidence table is strikingly positive over the last 13-month period. It’s running contrary to the most recent purchasing indexes for both the manufacturing and the service sectors, which turned down while this measure is up more than 3%. From the perspective of the economy, one wants consumers to be driving growth and these data suggest they will continue their buying spree. Sources:; Nat’l Bureau of Statistics, China

More Retail Growth in China

Retail Sales Growth-Sep-17

Over the last 13-month period through September of this year, retail sales in China have maintained consistent growth – an average of 0.82% per month through the period. This is one of the measures that foretells the strength of the country’s consumer economy, which is why we watch it closely.  It implies the solidity of the advertising environment.  Source: www.; National Bureau of Statistics of China

2018’s Eight Ad Futures

Crystal Ball

  1. Omni-platform and omni-device contact is the future of advertising. One user, many channels.
  2. Users will do more online research before purchasing online or offline.
  3. Mobile use will continue to increase.
  4. Amazon-like personalization will spread
  5. More fulfillment options will proliferate – same day delivery, online purchase, in-store pick-up, etc.
  6. Big data and analytics will drive margin improvement.
  7. Messenger apps and chatbots will use social media to deliver marketing messages and handle simple customer service issues.
  8. Voice purchases via smartphone or home smart speaker is the next big thing. Maybe.

Source: DMN

China Drives Electric Cars

Electric Cars in China

A combination of China’s desire to become a leader in technology and its pressing need to reduce its dark cloud of air pollution motivates its government to encourage alternative fueled cars. In China, the government is not a cheerleader, rather it’s a rule maker and new rules from China are having broad effects on worldwide auto industry planning. The size of the market draws western car makers to follow the lead set by the Chinese government because all of them have some manufacturing capabilities in China and those factories are subject to the rule-making. Beyond that, if you are developing battery technology for China, you will naturally want to amortize the cost across the world. Hence, you see companies from GM to BMW to Toyota going electric ahead of demand in their local markets. Concerns about technology transfer loom.  Source: NY Times