RTB, or real-time bidding, is the technology that underpins much of modern advertising. Understanding RTB and its impact will make you a better marketer.
Education
Guides, how tos and strategies for beginners and veterans alike.
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Basics
A Beginner’s Guide to Programmatic Advertising
The landscape of digital advertising is complex. Here’s a beginner’s guide to programmatic advertising so you can start to wrap your head around it all.
Three Must-Haves to Deliver Stronger Advertising Reports
As you near the end of an advertising campaign, are you scrambling to make sense of mountains of data, striving to deliver a panoramic view for your stakeholders? The problem is not necessarily the...
A (Nearly) Complete Guide to Video Advertising
Video advertising is home to some of the industry’s most promising technology. Here is everything we think you need to know about modern video advertising.
Creative Fatigue: How Often Should I Update Creative?
Creative fatigue affects even the best laid campaign plans. Know what it is, how to spot and what to do about it is an invaluable tool for modern marketers
YouTube TrueView Ad Specs & Everything Else You Need To Know
Our recommended specifications for YouTube TrueView ads from what we’ve seen work best.
3 Viewability Benchmarks & Why It’s Important
Viewability has had a huge impact on digital advertising. To understand viewability benchmarks, you first need to understand its history and nuances.
Present: Reporting You’ll Look Forward To
With accurate and relevant reporting, it’s easy to showcase your value. LumenAd’s present feature set is everything you need to do just that.
Reporting isn’t the problem.
Reporting is treated as one of the industry’s biggest problems while at the same time treated as the solution for many other problems.
What is Contextual Targeting?
Contextual targeting plays an important role in digital advertising and it’s only getting more important. Here is our guide on contextual targeting.
Brand Health: Why Is It Important in the Age of Modern Marketing?
Brand health is vitally important for modern brands. Here is a rundown of the tools digital advertising provides to measure and improve brand health.
How to Use Programmatic Native
Programmatic Native is incredibly effective when used in the correct context. Here is how to fold programmatic Native into your media mix.
Google Removes Average Position: What That Means for Digital Advertisers
Google announced in February that it would sunset the Average Position metric this year. That’s happening on Monday, September 30. We sat down with LumenAd’s resident Paid Search specialist, Mike...
Monitor: Bring Agility Back to Digital Media
LumenAd’s Monitor feature set is vital to running agile campaigns. Here’s a rundown of how it works to provide a real-time view of performance.
What Is an Agile Campaign?
When we swap industry horror stories, one of the most common ones we hear is the sinking realization that something went wrong with the campaign weeks ago and the consequences are just now rearing...
Connect Data: Bring Life to Your Plan
Lumenad allows you to connect data sources into one central hub. The true magic happens in the software’s ability to bring your plan to life.
Mobile-First Creative: How to Match Consumer Behavior on Facebook
Mobile-first creative is a necessity for the modern marketer. Here is how to optimize your Facebook creative for a mobile-first world.
What You Need to Know About Mobile Geo Targeting
A quick guide on mobile geo targeting, location signal data and how it all works in cross-channel campaigns to drive performance.
How to Use Paid Social
Paid Social is as versatile as it is effective. Here is how to fold Paid Social into your media mix and how it can be used to improve performance.
How to Plan Better Campaigns with LumenAd
The LumenAd Plan Feature Set is a powerful toolkit for media team to bring their plans to life. Here is a quick overview of how it works.
How to Use Paid Search
Paid Search is a strong conversion channel. Here’s how to fold it into your media mix and how it can be used for more than just bottom-funnel tactics.
What Is Cross-Channel Advertising? And Why Is It So Difficult?
True cross-channel advertising is more difficult than it needs to be. And these days, it’s never been more important to run cross-channel campaigns.
Media Plans Need to Evolve
Reporting isn’t the problem. Great media plans not only make campaigns more successful, they make every part of the campaign run smoother.
What You Need to Know About Pixels
Understanding the basics of pixels will allow you to better understand the performance of your campaigns.
How to Use Display Advertising
Display advertising has a huge potential as your awareness engine. Here’s how to use it, what to watch out for and how it works with other channels.
What Is Campaign Architecture?
Campaign architecture is the secret to successful campaigns. But the solutions the advertising industry currently relies on make it a burden, not a boon.
What Is An Advertising Management Platform?
What an advertising management platform is, the problems it solves and how modern marketers can leverage it for more successful campaigns.
The Basics of Digital Advertising KPIs
An overview of digital advertising KPIs and how to properly utilize them to ensure success.
Advanced TV KPIs: How to Measure Success with Programmatic TV
How to measure and track success when using Advanced TV in your media mix.
CPM vs. CPC vs. CPA
CPM, CPC and CPA are three distinct acronyms that can make or break a campaign. Here’s what you need to know about all three to become a better marketer.
How To Leverage First-Party Audiences to Drive Conversions
Three strategies for using first-party audiences to drive conversions.
When to Use Advanced TV
Advanced TV plays a pivotal role in the modern marketer’s media mix. Here is how to properly leverage it.
5 Great Charts for Digital Advertising Reports
Five charts for digital advertising reports every marketer should know. Use these charts to tell the full story of campaign performance.
Stop Wrangling Data: The Power of Normalizing Campaign Data
Data wrangling doesn’t solve the data problems of modern marketers. Data normalization does. Here’s what it is, how it works and why it’s so important.
Data Normalization: The One Way to Measure What Matters.
Data normalization is one of the biggest issues that isn’t getting enough attention in digital advertising. Here’s how it helps you measure what matters.
When to Use CPM and When Not To
CPM has its place in modern digital advertising. Unfortunately, it can be tough to know where that is.
What is a DSP?
Demand-side platforms form one of the bedrocks of digital advertising. Understanding their purpose will help you become a better marketer.
How to Use Engaged Sessions to Optimize Campaigns
Engaged sessions, LumenAd’s signature metric, is a powerful tool for optimizations. Here’s how to use engaged sessions at every level of your campaign.
What Is Connected TV?
Connected TV combines the power of programmatic targeting and analytics with the reach and inventory quality of traditional television. It’s a pretty big deal, here’s why.
How to Measure Quality Traffic: Engaged Sessions From LumenAd
Engaged Sessions is a proprietary metric LumenAd created to measure the quality of website sessions. It increases lift, decreases waste and helps your brand get in front of the people that matter.
What Is Advanced TV?
Advanced TV will change everything about television ads. Here’s what every marketer needs to know about Advanced TV.
What is Multi-Touch Attribution?
What marketers need to know about multi-touch attribution and how to use it.
You Get What You Pay For — How to Think About Your Programmatic Budget
When it comes to your programmatic budget, if it sounds too good to be true, it probably is. Here’s how to think about your budget as you set up a campaign.
8 Questions to Answer Before You Launch A Digital Advertising Campaign
A successful campaign starts well before you launch. Here are 8 questions you need to answer before you launch a digital advertising campaign.
What Is Newsworthiness & How It Helps Paid Social
Newsworthiness is key to a good organic social strategy, which goes hand in hand with paid social campaigns. Here are 6 ways to produce newsworthy content.
How To Publish GTM Containers
A step-by-step guide on how to publish GTM containers.
Just Do It™: Target Your Competitors’ Trademarks in Google Ads
Bidding on brand names and trademarked terms can be an effective paid search strategy. Here’s how, why, what to avoid and how to protect your brand.
Why Organic Social Media Content Still Matters
How to master the symbiotic relationship between organic and paid social media.
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