Webinar: Surviving the Doubleclick ID Loss

Alongside Adweek and Neustar, Thunder engaged in a webinar on the topic of the upcoming Doubleclick ID loss in 2019 and how to prepare for it if you’re a data-driven marketer. Learn what sort of advertiser needs to consider switching to an open ID and who is better off sticking with Google’s ID. Watch the full presentation and discussion below:

More on the Ads Data Hub series

  1. What is Google’s Ads Data Hub and is it right for me?
  2. How does Google’s Ads Data Hub Affect My Data Management Platform (DMP)?
  3. How does Google’s Ads Data Hub Affect My Analytics?



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Call for Advertising Industry to Protect Consumer Privacy, Provide Ad Transparency, and Secure Publisher Data

Thunder’s mission is to solve bad ads. To that end, Thunder joined the Coalition for Better Ads at the end of 2017. Now, Thunder is calling for the industry to go beyond just higher standards for creative. Thunder wants to put in place stronger protection for consumers and publishers while also providing greater transparency for advertisers.

Thunder had the recent honor of guest writing in the Association of National Advertisers (ANA) on what Cambridge Analytica taught the ad industry about what consumers expect and what publishers will need to do going forward. In this column, Thunder CEO also touches on how advertisers can work with these groups to ensure a better Internet where only effective, non-intrusive advertising rules. Here’s an excerpt:

Ultimately, everyone has to give a little something to get much more in return. Moving advertising to an anonymized ID tied to ad exposure will benefit the entire internet. Consumers will get better advertising and privacy, publishers will remove their liability and data leakage, and advertisers will gain transparency into their advertising.



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What is the difference between a CRM and DMP in cross-channel advertising?

Customer Relationship Management (CRM) systems and Data Management Platform (DMP) products are complementary and competing software for targeting people digitally.

A CRM tracks only your registered customers (prospects, loyal, and churned).

A DMP tracks unregistered and registered audiences of your digital media and advertising, which can be a larger set of user profiles than your CRM.

Both technologies are important to data-driven marketers looking to personalize advertising with unique ads to unique sets of targets via a creative solution like a creative management platform.

How do CRMs and DMPs work?

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What is the difference between dynamic creative and data-driven creative?

dynamic creative vs data-driven creative

Dynamic creatives are ads that can change content on the fly at any time.

Data-driven creatives use information about a customer to inform creative messaging.

Thus, a creative can be dynamic and data-driven if the same creative puts content in the ad that can be changed at any time, AND the content was chosen is based on data.

A creative may be dynamic but not data-driven if it simply changes content without regard to who the targeted user is.

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Data Leakage: How To Stop The Waste

Victor Wong CEO Thunder CMPThis article originally appeared on CMO.com.

While DMPs, social networks, and advertising giants like Facebook and Google struggle to combat data leakage with the unauthorized transfer of their data to the outside world, a more insidious type of leakage is draining ad dollars largely unchecked.

Advertisers and agencies are investing a great deal in targeting technologies like DSPs and DMPs, which account for about 30 percent of the $20 billion being spent globally in programmatic. Even so, only a small percentage of programmatic campaigns have creatives that completely match each targeted audience. In fact, up to 97 percent of programmatic campaigns lack a targeted creative for each audience segment, according to research by AppNexus.

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Lessons on Hiring From Facebook: Going from 500 to 5,000 employees

Lori Goler, VP of Facebook HR, talking about scaling hiring.

PaperG has been thinking about scaling the company for the last year as it’s gone from 25 people to 60 and looks to grow even further.  We recently co-organized and sponsored a conference which featured among others, Lori Goler, the Vice President of Human Resources at Facebook. She spoke about the Facebook experience from the time she joined in their early growth mode to present day and shared some key lessons to keep in mind.

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What You Need To Know About Cross-Platform Ad Design

The value of an ad is determined by how well it generates conversions and brand awareness. In 2010, Dataxu, a demand side platform specializing in media buying, ran a large-scale test and found that creatives are the most responsible determinant of conversions. Today, consumers are using multiple devices, whether it is an iPhone, Android, iPad, or computer and advertisers must be able to deliver a consistent high quality brand experience on each of them.

It’s no longer enough to be “mobile first.” You have to be thinking multi-device. So, we’ve put together a guide to building creatives that work seamlessly across platforms and devices. From concept to implementation there are multiple factors to think about including the number of designs, the number of formats, and the number of sizes you have to make.

Designs – How many designs should you run for an ad campaign? One specific brand message for consumers requires only one set of designs. However, if you’re trying to drive conversions or find messages that resonate with consumers, you need a lot more.

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PaperG Ushers in the New Era of Digital Advertising

Advertising is the one of the hardest problems in the modern economy. Many of our favorite Internet sites and television shows depend on advertising revenue, from Facebook to Mad Men. Yet, in spite of the hundreds of billions spent annually worldwide and the tens of billions spent in the US digital advertising market alone, effective advertising is largely an unsolved problem. It’s a matter of finding the perfect balance between consumer attention and advertisers’ goals, which has largely been elusive to date. This magic equilibrium is a highly technical and artistic problem at a massive scale, since billions of pieces of content and daily viewed ads require a rare combination of skill sets and capabilities that most organizations lack.

Some of the smartest minds have been working on this problem at places like Google and Yahoo, and they’ve solved a large part of it — algorithmic relevancy.  First, with search ads, they figured out a way to put the right advertiser in front of the right consumer using search history. Then, with contextual text ads, they extended their solution. Now, many of these great minds have figured out how to do the same with display advertising, so that a display ad reaches the right audience by using click, browse, and search histories.

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The Year in Review – Reflections From CEO Victor Wong

2012 has been a year of sweeping changes for PaperG. The team has doubled in size to about 30. Our company has opened a new engineering office in Seattle as well as a new headquarters in San Francisco, and those have just been the easy parts.

On the business side, we’ve seen ad sales on our ad platforms swell to a run rate of over $20MM/year. We’ve seen revenue consistently reach record heights and have achieved consistent profitability — a rare feat for a technology startup.

On the product side, we’ve released the best mobile ad creation solution on the market. We’ve expanded our ad targeting capabilities to include re-targeting, behavioral, and geo, which are specifically tailored to small budget clients. The technical accomplishment of making display advertising work for smaller budgets cannot be overstated.

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Local Display Opportunity Infographic

Online and mobile display advertising for local businesses is a major multi-billion dollar opportunity. PaperG has been working hard to make display work for these local advertisers, and from our thousands of ad campaigns, we’ve gotten some good data and insight on this opportunity.

What we found is that display can be competitive with search in terms of performance but in many ways, it is a complement. It solves the problem of generating new demand as well as ensuring purchase from existing demand. Display ads can in fact increase search volume, making it a phenomenal supplement to search efforts. As more and more ad technology evolves, online and mobile display will become increasingly important to online success for any local advertiser.

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Brand Versus Small Business Advertisers

In the US, over $200 billion is spent on advertising per year – about half by large brand advertisers, and the other half by small and medium sized businesses (SMBs). Each segment of advertisers share commonalities – they want to achieve broader awareness of their offerings and make sure advertising budgets aren’t wasted.  They also have many unique challenges, which makes it surprising that nearly all new ad technologies appear to be made as a one-size-fits-all solution, largely designed for the big brand advertisers and not SMBs.

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