Facebook Has a Trump Problem

According to recent reports, Facebook is suffering a usage decline: Engagement has taken a tumble. Could politics be to blame? With the Facebook postfeed a bit of a minefield these days, heavier on darker politically charged posts and lighter on the sunnier fare we’ve come to expect from friends, it certainly could be a contributing factor. In this Adweek Social Pro Daily article, Goodway Group COO Jay Friedman shares his thoughts on the matter.

How Core Values Inspired Our Maternity Leave Policy

Pregnant woman sitting at desk in home office showing core values Among Goodway Group’s core values, at the center of who we are and what we do are “Family Values.” For us, this means being there for each other when life happens. For every big deadline, we know there’s also a big championship game. For every client presentation deck, we’ve seen pictures from a child’s graduation. From birthdays to births, new houses to new names and sadly, lost loved ones to unforeseeable disaster, we’re there for each other in all of life’s moments. It’s with these core values in mind that Goodway has tried to anticipate the major life events of its employees and provide the best benefits available from day one, like work-from-home jobs. As for maternity leave, however, Goodway’s benefits have historically been run-of-the-mill. While our maternity benefit was on par with many organizations of our size across the country, our employee population is 75% female, average age of 34 — making employees prime candidates to take advantage of a world-class maternity program. Many organizations ask for feedback from their employees — through annual surveys or focus groups — but Goodway is different. Not only do we have an anonymous suggestion forum to tap into the needs of employees, but responses are crafted personally by our department heads, COO and President and distributed company-wide every Friday. They keep it real, simply because they care. The maternity leave discussion first came up because of a received inquiry from the suggestion forum. One of our leadership team members responded with honesty and authenticity, sharing that they would look into it. This wasn’t a cop out; our leadership team takes every one of these suggestions to heart. In true Goodway fashion, our leadership team discussed the possibilities at length, researched and benchmarked against similar companies, weighed the financial and legal implications and launched an all-employee survey to get a pulse on if this request was an emerging trend or the whim of a few. The results were clear: Our employees were ready for a change in this benefit area to better match our core values. I’m happy to share that starting in 2017, our maternity benefits are at the head of the pack: New moms can take 12 weeks after the birth of a child at 100% pay after two years of service (60%-100% pay for those with less than two years’ tenure). Additionally, we added paid time off for new dads and new parents of adopted children. Goodway knows, of course, there is a link between exceptional benefit programs like ours and employee retention and engagement, but that’s not why they did it. When it comes down to it, our leadership believes it’s the right thing to do. And while the upgraded maternity leave program received an overwhelmingly positive response, it was the transparency in which feedback was requested and decisions were made that truly set Goodway’s approach apart from other organizations. When our employees go through joyous milestones or hard times outside of work, we show respect, flexibility and support to help them get through whatever happens. So the question is, do you want to work for a company that cares about you beyond the 9-to-5 clock, or one that doesn’t? To join the Goodway family, search our current job listings and apply today.

Showing Real Ads to Fake People Zaps Digital Marketing

When optimizing a digital media campaign, automakers find it tempting to chase too-good-to-be-true performance metrics. But Goodway president David Wolk says this may increase your risk for ad fraud, which could potentially eat up 20% or more of your budget in no time at all. To avoid this, he suggests digging deeper into the campaign data so you can better protect any remaining marketing budget and spend it wisely.

Holistic Attribution Will Not Be Achieved Anytime Soon

If you ask marketers what performed best in their recent campaigns, many will be wrong. Many won’t know. Jay Friedman, COO of Goodway Group, said it’s because attribution is still a challenge. Though it needs to be simplified and standardized, this is difficult to achieve when we need one crucial yet complex and elusive data point to proceed: to fully understand human intent.

A Year in Review: Top Programmatic Headlines of 2016

From artificial intelligence to an ongoing M&A blitz to the Russian Methbot fraud ring, 2016 was certainly a newsworthy year for those in digital marketing. As we prepare for whatever new technologies or trends will come our way in 2017, let’s take a moment to reflect on the top programmatic headlines that defined the space in 2016. Google Header Bidding Programmatic Headlines on tablet screen The End of Header Bidding? Google Opens Up Dynamic Allocation to Outside Demand Header bidding dominated programmatic headlines in early 2016, as more than half of publishers jumped on the bandwagon for an alternative to Google’s DoubleClick, according to a Digiday and Technorati report. Header bidding was the publishers’ way to get around Google’s seemingly biased setup. Then in April, Google answered the call and announced a change to its DoubleClick for Publishers ad server called DFP First Look. Recognizing the threat to its business model, Google was forced to change its bidding process by bringing in real-time bids of a publisher’s outside exchange partners to its dynamic allocation product. Despite the launch of First Look, the demand for a more open ad tech ecosystem continues to be strong enough that the battle between header bidding and Google is expected to wage on well into 2017. Facebook Headlines about programmatic media on tablet screen Facebook Is Shutting Down Its Desktop-Based Ad Retargeting Exchange The availability of Facebook’s display ad inventory via FBX in 2012 was expected to have a significant impact on the ad ecosystem. With Facebook controlling 25% of ad inventory at the time, according to comScore, it’s massive high-quality inventory pool bolstered the legitimacy of the real-time bidding (RTB) market. However, when Facebook shut down FBX permanently in 2016, it highlighted the significance of the shift in consumer social usage to mobile devices. It also signaled the strength of Facebook’s more developed built-in ad platforms, such as Dynamic Ads and Custom Audiences. Thus raising its walls even higher, Facebook has turned its attention to producing results from within its own platform. ANA Programmatic News on tablet screen ANA’s K2 Report: Evidence of ‘Pervasive’ Agency Rebate Collection In June, the Association of National Advertisers (ANA) shocked the industry with a controversial report claiming that media agencies in the U.S. have been keeping rebates and kickbacks from media suppliers to shift business their way — with the ANA labeling the deception as “pervasive” among agencies. Backlash from the agency sector immediately called out the ANA’s blanket allegation as unfair and unverifiable since the ANA refused to share the identities of the companies in the report. Regardless, the programmatic headlines it made opened the door for clients and agencies in conference rooms across the U.S. to have more meaningful conversations on what success looks like for both sides of the relationship moving forward. In 2017, we can expect to see stronger client-agency partnerships as they begin to understand the possible results and limitations of an ad campaign from each other’s perspective. Dentsu new article about programmatic media buy out on tablet screen Dentsu to Buy Majority Stake in Data Marketing Firm Merkle Continuing the digital M&A trend started in 2015, the market saw significant consolidation last year as some of the world’s largest holding companies sought to round out their capabilities and add new digital revenue streams to their core business services. In a flurry of acquisition activity among programmatic headlines, Dentsu Aegis doubled down in the fall with its purchase of data marketing firm Merkle in August and trading desk Accordant in September. Despite the fact that we can expect to see more strategic partnerships emerge in 2017, the recent grab for digital firms begs the question, who’s left? And what’s the cost of losing one of the firm’s key differentiators — their independence? TTD programmatic media company news on phone screen Finally, An Ad Tech IPO! The Trade Desk Has Filed Documents to Go Public A rising tide will raise all ships. That was the hope, at least, when The Trade Desk announced its plans for an initial public offering (IPO) in August. Like many successful IPOs, The Trade Desk brings a highly sustainable business model — in 2015, the company generated $113.8 million in revenue, up 155.5% year-on-year. According to Forbes, after The Trade Desk’s shares jumped more than 55% on its first morning as a public company, the industry has been cautiously optimistic that this could raise the bar for ad tech IPOs and encourage other firms to follow. Adobe Headlines of what's new in programmatic on laptop screen Adobe’s Acquisition of TubeMogul: An Ad Tech Consolidation Tipping Point Keeping with the market consolidation theme of previous months, Adobe announced its plan to acquire video demand-side platform TubeMogul in November. The related programmatic headlines came on the heels of the Salesforce plan to acquire data management platform Krux in an effort to expand the company’s marketing and ad tech footprint. Acquisitions like these signify a unique shift happening in the marketplace, from segment- and demographic-based buying to more modern people-based marketing. Technology companies also want to compete from end to end, so buyers are looking to strategic partnerships like these to bridge the gap with fully-integrated solutions. Methbot Programmatic Scandal in the news on laptop screen Russian ‘Methbot’ Fraud Steals $180 Million in Online Ads Just days before closing out 2016, cybersecurity firm White Ops broke the news of a massive $1 billion-plus Russian botnet fraud ring, dubbed Methbot. According to White Ops, Methbot is a very advanced fraud operation on a scale no one’s seen before, stealing between $3 and $5 million a day from the online ad industry. In an attempt to coordinate an industrywide effort to stop Methbot, White Ops went public with over 4,110 compromised IP addresses, which advertisers and technology companies could subsequently block from their campaigns. Learn more about Goodway’s anti-fraud efforts to shut out Methbot here. Alas, it was hard for us to narrow this list of programmatic headlines to just the top seven, as there were a vast number of lessons, products and insights shared in 2016. What are your most memorable moments from last year? Share with us through our social sites: Twitter, Facebook or LinkedIn. Regardless of how 2016 netted out – as the good, the bad or the ugly year – it’s time to look ahead to 2017! Contact us to talk more about your campaign plans for the future and how we can help.

Goodway Group Ramps Up Hiring for 2017, Focusing on Women in Tech

To continue its strong growth, Goodway Group, a leading managed-services programmatic partner, is especially looking to hire women in the high-tech industry this year to support its co-op business, ranging from auto to hospitals to quick-service restaurants. Voted one of the 2017 Best Places to Work from Glassdoor, Goodway offers a lot of great benefits, such as all Goodway employees get to work remotely from home, and most can live anywhere they choose within the United States.

Goodway Group Ramps Up Hiring for 2017, Focusing on Women in Tech

To continue its strong growth, Goodway Group, a leading managed-services programmatic partner, is especially looking to hire women in the high-tech industry this year to support its co-op business, ranging from auto to hospitals to quick-service restaurants. Voted one of the 2017 Best Places to Work from Glassdoor, Goodway offers a lot of great benefits, such as all Goodway employees get to work remotely from home, and most can live anywhere they choose within the United States.

Goodway Group Ramps Up Hiring for 2017, Focusing on Women in Tech

To continue its strong growth, Goodway Group, a leading managed-services programmatic partner, is especially looking to hire women in the high-tech industry this year to support its co-op business, ranging from auto to hospitals to quick-service restaurants. Voted one of the 2017 Best Places to Work from Glassdoor, Goodway offers a lot of great benefits, such as all Goodway employees get to work remotely from home, and most can live anywhere they choose within the United States.

Super Bowl’s Biggest Online Advertisers: Did They Run TV Commercials?

Last night’s Super Bowl thrilled audiences worldwide, from the Patriots’ unprecedented fourth-quarter comeback to a historic first-time-ever overtime to Lady Gaga’s dramatic halftime entrance and exit. At Goodway, we have Patriots fanatics and Falcons supporters — and plenty of employees who don’t follow either team — but as marketing professionals all of us care about the ads. Of course, we watched the commercials and picked our favorites, but we also wanted to know who the Super Bowl’s biggest online advertisers were yesterday. Did Super Bowl advertisers support their TV spots with digital spending? We checked leading display and mobile intelligence Pathmatics’ estimated digital spending this morning and found that seven of the top digital advertisers also purchased a traditional TV commercial during the big game. Based on the data, TurboTax, Honda, Procter & Gamble, T-Mobile, Google, 20th Century Fox (Logan trailer), and Ford all supplemented their “big ticket” television ads with digital campaigns. Of these seven, all supported their TV spots with banner and video ads except Logan, which only advertised digitally using banners. What’s more, among the six advertisers that ran supporting video ads, all included the original Super Bowl ad in their creative mix, often in addition to other video spots. It’s a curious move on 20th Century Fox’s part to not advertise with online video because trailers are typically the main way to advertise a movie. Perhaps the Super Bowl spot used the majority of 20th Century Fox’s marketing budget, leaving too little left for a digital video campaign? Another possibility here is that 20th Century Fox released the ad as a teaser and will ramp up digital spending closer to the movie’s release in early March. Either way, it feels like a missed opportunity to build on the excitement of the trailer and further promote the movie. What about the advertisers that spent online leading up to and following the Super Bowl but were not among the live commercials broadcast in the big game? The NBA, Geico and CBS were all big spenders yesterday. The NBA spent an estimated $1.2 million on banners and videos across all devices. It makes sense that the organization would want to stay top of mind but not step on the NFL’s toes and advertise during the game. Geico also pursued a cross-device advertising strategy, featuring ads from its various campaigns. Perhaps Geico didn’t feel the need to debut a new campaign during the Super Bowl because of their robust year-round strategy and wide brand recognition. Finally, CBS advertised heavily yesterday, promoting a variety of shows. It hosted the Super Bowl last year and likely didn’t want to give a rival network any money; so avoiding the game seems like the right play. Whether you are a Super Bowl advertiser or not, we always recommend an omnichannel strategy. Today’s consumers are still watching linear TV for live events like the Super Bowl, but they are also dividing their attention among other devices and channels, particularly online and mobile. A holistic media mix should incorporate all channels to reach your audience wherever they are watching. To learn more about how you can get in the game with digital advertising, contact us today.