The Annual IAB Long Tail Alliance Fly-In in Washington D.C. provides a platform for small publishers from all over the US to exchange ideas and learn about the latest trends in our market. Publishers also meet with Congress to discuss internet regulation and legislation that directly impacts their businesses; giving a face to Long Tail digital business.
First up was Google’s Director of Online Partnership Group, Amarpeet Singh, who spoke to the advantage of mobile. While over 60% of consumers use multiple devices per day, through surveying the room, only 50% of the audience had a mobile app/mobile-optimized website--a number that resonates with the current statistic for US publishers. Singh delivered a call to action for publishers to switch to a mobile responsive design since globally the world is skipping laptops all together and reaching for their mobile devices. We were strongly supportive of this message in our discussions with publishers, as Advertising.com has seen great success this past year in mobile. Publishers adoption of mobile formats opens them up to the continually increasing demand from advertisers seeking to run in a mobile-optimized environment.
The IAB also brought in digital security company White Ops to address bot traffic, giving us an inside glimpse of how crimeware works and is able to commit ad/bot fraud through advance bots that simulate human engagement. Other presentations spoke to shareable content and how publishers can best utilize social media, as well as Congress’s stance on the Do Not Track Act. For example, 75% of people surveyed in one study prefer free ad-supported content and 40% want ads targeted to them. Publishers went equipped with the latest knowledge to present at Capitol Hill meetings the next day.
Advertising.com is excited to be a major player in the network partnerships with these Long Tail digital businesses. Together, with the fantastic work done by the Interactive Advertising Bureau each year, we continue to support the growth and success of these publishers as we continue to evolve in our multiscreen world.