Google is not dominating the future of Advertising!

Microsoft is reentering advertising.

Microsoft’s ad revenue has reached a milestone of 10 billion dollars and its investment is poised to awaken like a sleeping giant. According to recent reports, the tech giant’s advertising business has grown significantly, leading to speculation about its future plans in the industry. As one of the biggest tech companies in the world, Microsoft’s investment in advertising has the potential to shake up the market and make a significant impact. The company’s investments and efforts in this area are being closely watched by industry experts, who are eager to see what it has in store.

As Microsoft continues to grow its ad revenue, it is likely that the company will be making more strategic investments in the space. The company’s significant presence and technological capabilities position it as a major player in the advertising industry. With the continued growth and expansion of digital advertising, it’s only a matter of time before Microsoft becomes a major force in the space. Whether it chooses to partner with existing players, acquire promising startups, or build out its own ad technology platform, one thing is for sure: Microsoft’s impact on the advertising industry is about to get a lot bigger.

Moreover, this company’s investments in artificial intelligence and machine learning also put it in a unique position to offer innovative advertising solutions that take advantage of these technologies. The company’s expertise in these areas, combined with its vast resources, can be leveraged to create cutting-edge ad products and services that deliver a superior experience for both advertisers and consumers. This, in turn, could help the company stand out from its competitors and solidify its position as a leader in the industry.

Microsoft has formed partnerships with several companies to increase its ad revenue. One notable partnership is with TikTok, the popular social media platform. The partnership allows Microsoft to tap into TikTok’s large user base and bring new advertising opportunities to the market. Another partnership is with Verizon Media, which gives Microsoft access to Verizon’s massive reach and advertising inventory. This partnership has the potential to drive significant growth for both companies in the advertising space.

These partnerships are just a few examples of Microsoft’s strategy to increase its ad revenue. By leveraging the resources and expertise of its partners, Microsoft is able to expand its presence in the advertising industry and offer innovative solutions to advertisers. The company’s ongoing efforts to form strategic partnerships and grow its ad revenue are a testament to its commitment to becoming a leader in the advertising world.

Microsoft has also formed a partnership with Xandr, the advertising technology platform of AT&T. The partnership allows Microsoft to integrate Xandr’s advertising technology into its own platform and offer advertisers a comprehensive suite of advertising solutions. The partnership gives Microsoft access to Xandr’s advanced targeting and data capabilities, which can help the company deliver more relevant and effective advertisements to consumers. This, in turn, can drive higher engagement and revenue for Microsoft’s advertising business.

The partnership between Microsoft and Xandr is a key part of Microsoft’s efforts to increase its presence in the advertising industry. By leveraging Xandr’s technology and expertise, Microsoft is able to offer more advanced advertising solutions to its customers and increase its competitiveness in the market. The partnership is expected to drive significant growth for both companies and solidify their positions as leaders in the advertising world.

Reaching 10 billion dollars in ad revenue and its investments in the advertising space signal the company’s serious commitment to the industry. With its technological prowess, financial resources, and strategic vision, Microsoft has the potential to shake up the advertising world and take the industry to new heights. The company’s next move will be closely watched, and the industry is eager to see how Microsoft will harness its capabilities to transform the advertising landscape.

Programmatic Advertising and Revenue:

How Technology is Transforming the Advertising Industry?

The advertising industry has undergone a significant transformation in recent years, thanks to the rise of programmatic advertising. Programmatic advertising is the use of technology to automate the buying and selling of advertising space. This technology allows advertisers to target their ads to specific audiences, resulting in more efficient and effective campaigns.

One of the key benefits of programmatic advertising is the ability to reach a specific target audience. By collecting data on users’ browsing habits, interests, and demographics, advertisers can create highly targeted campaigns that are more likely to reach the right people. This is in contrast to traditional advertising methods, which rely on broad demographic data and can result in ads being seen by people who are not interested in the product or service being advertised.

Programmatic advertising also allows for more efficient use of advertising budgets. Instead of buying ads on a specific website or channel, advertisers can bid on ad space in real-time through ad exchanges. This means that the best ad placements are awarded to the highest bidder, resulting in more cost-effective campaigns.

Another advantage of programmatic advertising is the ability to track and measure the effectiveness of campaigns in real time. This allows advertisers to make adjustments to their campaigns on the fly, making them more effective and increasing the chances of achieving their desired results.

The revenue generated by programmatic advertising is also on the rise. According to a recent report, programmatic advertising is expected to account for more than 80% of all digital ad spend by 2022. This is due to the increased efficiency and effectiveness of programmatic campaigns, as well as the growing number of companies investing in this technology.

However, there are also some challenges associated with programmatic advertising. One of the biggest concerns is the issue of ad fraud, which is when fraudulent actors use technology to mimic legitimate users and click on ads. This can result in wasted ad spending and a decrease in revenue for advertisers.

Another concern is the lack of transparency in the programmatic ad ecosystem, which can make it difficult for advertisers to understand where their ads are being placed and who is seeing them. This can result in ads being placed on inappropriate websites or channels, which can harm a brand’s reputation.

In conclusion, programmatic advertising is a powerful tool that is transforming the advertising industry. It allows for more efficient and effective campaigns, resulting in increased revenue for advertisers. However, it is important for companies to be aware of the challenges associated with programmatic advertising, such as ad fraud and lack of transparency, and take steps to mitigate these risks. By staying informed and taking a strategic approach to programmatic advertising, companies can leverage the benefits of this technology to drive revenue and achieve their marketing goals.

Increase the viewability and improve the brand value of your site to generate more revenue..

People are consuming more and more content online, but up to 50% of digital ads are not viewable. That’s a big problem for both buyers and sellers.

What can you do to save your digital, and your bottom line? Interested to learn more about viewability and how you can boost your revenue? Download the ebook from integral ad science and help the advertisers to pay you more for better inventory.


Ad Ops Tips for Successful Campaign.


Ad Operations (Ad Ops) is a job that people outside the digital advertising industry aren’t that much familiar with. A quick explanation of Ad Ops could be: “They run digital campaigns for advertisers”,  but it can prompt a variety of questions: do they sell ads? Build the creatives? Design the ads? The answers to all of these is no. So what does Ad Ops do?

In short, at a company like RITS Ads, Ad Ops takes the order and details from clients to build the parameters for an ad campaign that meets their goal. Once a campaign launches, we check how well we’re meeting client needs, and modify details of a campaign to improve campaign performance.

As a wise man once told, “if you’re failing to plan, you’re planning to fail,” so lets take a look at how to set up a successful campaign before we deliver a single impression.

Before Campaign Launch remember this 4 Tips

  1. Clearly define your goals. What is “success” to your client? If they’re looking at branding or website visits, you’ll be optimizing toward CTR (click through rates), but is there a specific rate the client expects? Viewability is an increasingly popular goal, but high viewability doesn’t necessarily mean a high CTR, CPA (cost per acquisition), or return on advertising spend, and methods that help a campaign hit one goal might hurt its ability to hit another. Is there an exact number an advertiser is looking to hit in terms of CPA? Is the client running with multiple partners on the same campaign to see which does best, and if so what are the criteria for success the client is looking for? Clearly articulated goals help the entire team set up for success.
  2. Set expectations with everyone. The client. Your team. Yourself. What turnaround time does a campaign have to launch? It takes time to set up a campaign correctly and think through all options. For now, Ad Ops is still (mostly) comprised of humans, and sometimes humans make mistakes. The likelihood of oversight increases when speed is prioritized over process. So if there’s a specific launch date, work backwards to set deadlines. If it’s “ASAP,” communicate a launch time based on when all paperwork and assets are received. Are there campaign goals that seem unrealistic or contradictory? Are there limitations to current technology or compatibility for which we’ve got workarounds? Communicating realistic restrictions helps everyone not only set up for success, but also helps assure the client and your team that they’re in good hands. Talk to your team, ask questions, listen to responses. After a call or conversation, recap the discussion in writing to make sure all deadlines, next steps, and project owners are understood. The more you can do to keep the people involved in your success in the loop, the more opportunity the entire team has to thrive.
  3. Pixel Tag: One big advantage to running programmatic ad campaigns is the ability to track and target users based on previous behaviors and site visits. This ability comes in part from creating individual pixels which the client can place on their sites, and based on those pixel fires, RITS Ads’s system can generate learnings to help us build audiences which can later be retargeted. The more time a pixel has to record data, the larger the audience will be by the time the campaign is ready to launch.
  4. Quality of Campaign. Before sending your campaign out for a peer review, or out to sales to confirm the setup is in line with client goals, double check your own work. A programmatic ad campaign may  have hundreds of moving pieces, and no one is going to know it better than the Ad Ops lead on the account. Save time in the review process by giving yourself a chance to catch any last questions or issues.

These tips should help your campaign get off to a good start for sure.

Ad Ops Team,

What is the best length for videos on Facebook?

It is said that the shorter the length of Facebook video ads, the better the completion rate. But for Facebook, the scenario may change. Kinetic Social analyzed 2 billion Facebook ad impressions to gain insights into ad trends and brand strategies. Kinetic Social is a programmatic social media platform that delivers paid social ads.

The study on Facebook ad spending revealed that video ads ranging from 30 seconds to 2 minutes or more are popular among viewers.

Of the 30- to 60-second video ads analyzed, almost half (or 44%) were viewed to completion by audiences. Meanwhile, those that ran 30 seconds or less saw a 26% completion rate. Surprisingly, video ads that lasted two minutes or longer had the second-best completion rate of 31%.

The data suggests that viewers are more likely to watch longer video ads on Facebook than shorter ones. Brands should consider creating videos that are at least 30 seconds long, as these ads have the highest completion rates.

However, it’s important to note that engagement rates may vary based on the ad’s content and target audience. Brands should use this data as a starting point to experiment with different ad lengths and formats to see what works best for their specific audience.

In a separate survey from Animoto, within the next 12 months, 70.8% of respondents said they plan to invest in social video ads overall, including ads to boost content. And Facebook is most likely to benefit from this intent; 65.8% of those who planned to do social video advertising planned to use it.

How you can boost up your sales?

Did you know?

  • 77% of shoppers prefer to see real photos taken by your customers (instead of the professional studio shots you’re displaying on your site)
  • 30% of shoppers have purchased a product they discovered on Instagram
  • 57% of shoppers want to see authentic visual content alongside your reviews
 If you’re serious about marketing, you need to be leveraging visual content from your customers.

So, what is programmatic advertising? Learn from Oracle.

In 2013, the International Data Corporation (IDC) predicted that spending on RTB (real-time bidding) display advertising—one form of programmatic buying—would accelerate at a 59% compound annual growth rate through the year 2016, making it the fastest growing segment of digital advertising.

They were right. Bid It has also shifted marketers (and advertisers) to be technology and data driven experts, along with being brand champions and storytellers. Additionally, eMarketer predicts that in the US alone, programmatic ad spending will be over $20 billion in 2016, more than double the amount seen in 2014. In the UK, programmatic ad spending is expected to increase to over $4 billion in 2016, up from just under $3 billion in 2015.


The shift to programmatic tactics means a few things for marketers and the industry as a whole. In essence, it has validated and delivered against the need for datadriven, and accountable ROI-based media delivery. Additionally, it has enabled an efficient method for publishers to monetize core inventory. That said, some advertisers have struggled with premium inventory falling outside of the standard programmatic categories and are still being required to fulfill unique and exclusive campaign needs. Regardless, the entire programmatic category is seeing increased spending across the board due to its predictive yield and ROI for marketers and publishers alike, not to mention easy insertion processes and lower barriers to entry for most advertisers.

Download the white paper NOW!

Which ad tag should be used for 3rd party ad server (DFP)

For maximum transparency and efficiency in monetization when delivering ads thru DFP or any 3rd party ad server, publisher shall use Javascript Synchronous tag that is available under Inventory section in profile, first selection in drop-down menu. It will not affect page load since DFP or 3rd party Ad Server is already using Asynchronous ad tag to deliver RITS Ads.

Make your 728×90 ad responsive on mobile devices.

In the modern web, visitors view website through many different types of devices: desktops, laptops, netbooks, TVs, tablets, smartphones, etc. So, there are many different screen dimensions and resolutions to consider and your ads should display perfectly on all devices and screen. Here we are presenting one simple CSS solution that can help you to make 728×90 ad responsive to fit on mobile screens. RITS ADs supports four major formats, such as 728×90, 160×600, 300×250, 300×600, 320×50 where only 728×90 from these sizes won’t fit on mobile devices. So, here is the solution:


1. Add in head of your HTML page the following CSS style (in between <head> and </head>).



@media all and (min-device-width: 700px) and (max-device-width: 728px) {#leaderboard-ritsads {transform: scale(0.9);}} @media all and (min-device-width: 671px) and (max-device-width: 699px) {#leaderboard-ritsads {transform: scale(0.9);transform-origin: 0 0;}} @media all and (min-device-width: 651px) and (max-device-width: 670px) {#leaderboard-ritsads {transform: scale(0.88);transform-origin: 0 0;}} @media all and (min-device-width: 631px) and (max-device-width: 650px) {#leaderboard-ritsads {transform: scale(0.85);transform-origin: 0 0;}} @media all and (min-device-width: 601px) and (max-device-width: 630px) {#leaderboard-ritsads {transform: scale(0.8);transform-origin: 0 0;}} @media all and (min-device-width: 601px) and (max-device-width: 630px) {#leaderboard-ritsads {transform: scale(0.8);transform-origin: 0 0;}} @media all and (min-device-width: 560px) and (max-device-width: 600px) {#leaderboard-ritsads {transform: scale(0.75);transform-origin: 0 0;}} @media all and (min-device-width: 520px) and (max-device-width: 559px) {#leaderboard-ritsads {transform: scale(0.7);transform-origin: 0 0;}} @media all and (min-device-width: 491px) and (max-device-width: 519px) {#leaderboard-ritsads {transform: scale(0.65);transform-origin: 0 0;}} @media all and (min-device-width: 451px) and (max-device-width: 490px) {#leaderboard-ritsads {transform: scale(0.6);transform-origin: 0 0;}} @media all and (min-device-width: 401px) and (max-device-width: 450px) {#leaderboard-ritsads {transform: scale(0.55);transform-origin: 0 0;}} @media all and (min-device-width: 371px) and (max-device-width: 400px) {#leaderboard-ritsads {transform: scale(0.5);transform-origin: 0 0;}} @media all and (min-device-width: 341px) and (max-device-width: 370px) {#leaderboard-ritsads {transform: scale(0.46);transform-origin: 0 0;}} @media all and (min-device-width: 301px) and (max-device-width: 340px) {#leaderboard-ritsads {transform: scale(0.42);transform-origin: 0 0;}} @media all and (max-device-width: 300px) {#leaderboard-ritsads {transform: scale(0.4);transform-origin: 0 0;}}



2. Wrap ad tag code on the page in DIV with id=”leaderboard-ritsads to call CSS from head.




 <div id=”leaderboard-ritsads”>    

<div id=”99999999_AD1″ style=”width:728px;height:90px;margin:0;padding:0″></div>

        <script type=”text/javascript”>

          var OX_ads = OX_ads || []


             slot_id: “99999999_AD1“,

             auid: “99999999



        <script type=”text/javascript” src=””></script>


Marketing Trends on Mobile Device

social media concept

Mobile now represents nearly two of every three digital media minutes, and mobile app use alone now constitutes the majority of overall use. The shift from desktop to mobile has created a new series of challenges brands need to overcome in order to achieve success.

A recent guide, compiled by Google entitled “Micro-Moments: Your Guide to Winning the Shift to Mobile” details how brands must first anticipate the micro-moments for users in their industry and then commit to being there to help when those moments occur. Second, they must be relevant to consumers’ needs in the moment. Finally, they say “Be Quick”. “They’re called micro-moments for a reason. Mobile users want to know, go, and buy swiftly. Your mobile experience has to be fast and frictionless.”

These “micro-moments”– where we reflexively reach for our smartphones, are becoming increasingly important to consumers, and therefore, to the brands marketing to them.

The ability to “know” or “watch” just about anything almost instantaneously is creating the expectation to “have” and “do” anything almost instantaneously. Recognizing this need and being able to satisfy it represents enormous opportunity for brands to occupy that space, and satisfy that need.

Of course it’s true for online purchases, but people want all of the information the web has to offer, at their fingertips, even when they’re standing in a store trying to decide what product to purchase. Eight in ten smartphone users say they do this, and one in ten purchases something other than what they’d initially planned on, based on what they learned on their device in these moments.

Let’s take a look at three ways you transform your digital marketing efforts to win the mobile consumer:

1. Understand consumer app usage

Mobile app use now constitutes a majority of overall digital media use. App usage remains highly concentrated with “top-five” apps accounting for 80-90 percent of usage time, according to comScore. Brands need to be monitoring their local presence on top-five apps like Facebook, Google, Yelp, etc., as this is where the majority of mobile impressions are. Managing each and every one of your stores locations on these platforms is important for engaging with fans and driving new customer acquisition at the store level. For instance, maintaining accurate store hours and lat/long data across all your locations so that consumers can find accurate store information and navigate to the nearest location.

App usage remains highly concentrated with “top-five” apps accounting for 80-90 percent of usage time, according to comScore.

App use greatly outpaces browser use 9-1, in the mobile realm. The majority of digital interactions, regardless of specific platform, now occur through intermediaries.

2. Localize your advertising efforts

Ads that are customized to consumers’ location, and that are directly relevant to them, are not only appreciated, they’re expected. In fact, eighty percent of people state they expect just that. Localized ads are also more effective for the following reasons. They enable marketers to maintain brand control and ensure brand compliance, they increase relevancy through customization, they improve speed to market, and they reach local prospects with better targeting and personalization.

According to the CMO Council’s report “Localize to Optimize”, one in four marketers is spending fifty percent of marketing budgets on local programs and promotions. Nearly half of marketers agree that localized marketing is critical to business growth.

Why not “win the mobile moment”, and influence consumers at the exact time and at the precise place they are searching for what you have to offer.

Online marketing and promotions influence fifty percent of in-store sales. Businesses have also reported a seventy-four percent increase in foot traffic and a fifty-six percent increase in visit- frequency when they utilize location-powered CPG ads.

3. Engage your customers on their terms

Winning in the age of the consumer means creating meaningful consumer interactions, which are undeniably important. Harnessing the power of, and expectations for social media as a means by which to interface with your clientele, is an integral component in achieving this goal. Platforms like Facebook and Twitter have augmented and often supplanted the traditional, phone-based contact center. Now, especially among younger consumers, social is the go-to channel for clients when they have a question or a concern.

There are some significant differences in expectations to consider when it comes to social media as a customer service channel. Research from Lithium Technologies found more than seventy percent of Twitter users expect brands to respond to them within an hour following a tweeted question or complaint. The expectations for other popular networks like Facebook weren’t identical, but in general, customers expect a quick response. Traditionally appropriate response times of many hours or days are often unacceptable.

Social media listening tools can help make this a reality. Social media monitoring tools are an indispensable means by which to see how you’re being seen. They can track your brand’s mentions, help you to monitor your online conversations, and quietly and unobtrusively learn about your customers and how they feel about what you’re offering.

Source: Erika World | June 16, 2016,