Welcome To The Party, Bing!
This week we welcome Microsoft to the world of search advertising on endemic content with their Bing Native Search Ads – welcome to the party, Bing! We at Swoop are very excited by this – the second-biggest search advertising platform in the world sees content as the next frontier of search […]
Transparency, Viewability and Accountability in Ad Tech
Viewability, transparency and accountability – three elements as individually rare in Ad Tech as they are important. In an environment where click fraud, bot traffic and ad blocking threaten to waste advertisers’ money and decimate publishers’ ability to generate revenue from their work, transparency, visibility and accountability in digital advertising […]
As Search Inventory Gets Tighter, Swoop Can Fill In The Gaps
In case you missed the big SEM news, Google is nixing the right-rail ads on desktop search results. At the same time, for “highly commercial queries,” the search giant will be adding a fourth ad above the results. Naturally, the response to this announcement has been one of concern over […]
Native Advertising Or “Native” Advertising?
Everyone wants a part of native advertising – for the past several years, it’s been the hot, buzzworthy “evolution” in digital advertising. But what passes for “native” advertising is, generally speaking, nothing more than slightly rebranded display ads, placed into a standard ad slot within or directly below the content […]
DraftKings, Retargeting and Pissed Off Consumers
The NFL season is about halfway through, and if you’ve watched any sports, gone to any sports-related websites, listened to any sports radio or, generally, woken up and consumed any media during that time, you’ve probably found yourself inundated with ads for one-week fantasy football. DraftKings and FanDuel, the two […]
When Your SERP Ad Isn’t Clicked
If you’re really good at SEM, your ads get clicked a bit over 2% of the time. What happens the 98% of the time, then, when your search engine ad shows but the user doesn’t click? Is that potential customer lost? Do you just hope they execute the same search […]