Joe Kukura

San Francisco 731
Joined January 2012

Joe Kukura is a freelance writer with four years experience covering Bay Area news with NBC Bay Area and SFist. He enjoys long walks in the projects, his iPad is completely smeared with fingerprint splotches, and he has served on multiple small business' Boards of Directors.



Dish serves up programmatic advertising on TV

Digital marketers who’ve been holding their breath for programmatic advertising to arrive on television can finally let that breath out. Satellite television provider Dish Network has launched a programmatic ad exchange, with real-time bidding auction capabilities, just like programmatic ads are bought and sold on most Internet ad exchanges. The Dish programmatic marketplace bills itself as “the pay-TV industry’s first impression-by-impression programmatic marketplace for linear television,” which in plain English means advertising slots can actually be bought on a household-by-household basis. Or in even plainer English, it means when you and your Dish-subscribing neighbor both watch the same episode of Modern Family, you’ll both see different sets of commercials based on the demographics of your household. You can get the details straight from Dish Network executives at the ad:tech New...
By on Oct 30, 2015

What is the difference between native advertising and content marketing?

Native advertising and content marketing are currently two of the hottest fields in online advertising. These two terms are often used interchangeably. These two terms are not interchangeable — content marketing and native ads are two different forms of Internet advertising. Both offer wonderful advantages. The advertising they create is engaging online content, so it gets through the ad blockers, viewers don’t hit the “Skip Ad” button, and the ad stands out in a banner-blind world. But these two genres of online ads have a few critical differences, two of which are probably the most critical difference to brands — cost and return on investment (ROI). The cost, ROI and best practices for native advertising and content marketing will be discussed in-depth at the ad:tech New York digital marketing conference (Nov. 4-5 at the Javits Center). Getting results with effective native advertising...
By on Oct 27, 2015

Battling Bots: How to avoid ad fraud in programmatic advertising

A full one-third of all programmatic advertising budgets is going to ad fraud. That’s the shocking finding of the Interactive Advertising Bureau (IAB) and Distil Networks, whose collaborative report A Digital Publisher’s Guide to Measuring and Mitigating Bot Traffic was just released this week. The study found that “for every $3 spent on digital advertising, $1 is being siphoned out of the advertising ecosystem into the pockets of the bad guys.” The “bad guys” to whom they refer are the perpetrators of ad fraud, those who create bogus traffic to drive up ad revenues, and they do it by gaming the popular algorithmic system called programmatic advertising. Programmatic advertising’s upsides and downsides will be covered in-depth at the ad:tech New York digital marketing conference (Nov. 4-5 at the Javits Center). In particular, the breakout session "Understanding Programmatic Advertising i...
By on Oct 22, 2015

Supporting Lake County’s wine country in the wake of the Valley Fire

The magnitude of losses, damage and devastation from September’s Valley Fire in northern California is saddening and enormous. One of the worst fires in California history, the Valley Fire was most destructive in the wine country region of Lake County, about 100 miles north of San Francisco. Large stretches of entire communities were destroyed in towns like Middletown, Cobb and Hidden Valley Lake. The fires have been contained and the thousands of residents who had been displaced are returning to what remains of their homes. But even with some victims able to return home, the humanitarian needs of the Lake County Valley Fire victims remain very much significant. More than 1,300 Lake County residents have had their homes destroyed. A full 120 square miles of the county were burned away by the fire, with homes, businesses, farms and entire city blocks all perishing. The fire claimed four l...
By on Oct 22, 2015

Getting the most engagement with online native advertising

The average amount of time a consumer spends looking at a native advertisement online is 2 minutes, 41 seconds. That fascinating factoid comes to us from Polar, a mobile native advertising platform whose Native Advertising Benchmarks report is deeply researched and full of insights on consumer behavior and engagement with native ads. Two minutes, 41 seconds is a pretty respectable average time spent for a native ad, considering the mere fractions of a second consumers will spend looking at traditional display ads. But some publishers of native advertising content score view times even higher than 2 minutes, 41 seconds. And some of these publishers have shared their secrets. More secrets to success at native advertising will be revealed at the ad:tech New York digital marketing conference (Nov. 4-5 at the Javits Center). In particular, the breakout session "Measuring Native Advertising Ca...
By on Oct 20, 2015

Nielsen adds mobile to TV ratings, but competitors are closing in

The Nielsen ratings firm has made great progress in integrating tablet viewers, online viewers and on-demand viewers into its vaunted television ratings system — but not great enough progress to prevent the networks from complaining and competitors from muscling in. Nielsen has promised to have what they call “Total Audience Measurement” in place by the end of the year, satisfying a long-running desire by the networks to have mobile, tablet and on-demand viewers factored into the Nielsen ratings. But the television networks aren’t thrilled it’s taken Nielsen this long to roll out such a ratings system, and other ratings firms are popping up to challenge Nielsen’s longtime dominance in the TV ratings fields. The elusive challenge of measuring cross-platform viewers will be discussed in-depth at the ad:tech New York digital marketing conference (Nov. 4-5 at the Javits Center). In particula...
By on Oct 16, 2015

Google rolls out new mobile ad format in Accelerated Mobile Pages

The irony of the mobile Web is that the biggest tech companies would prefer to keep you off the mobile Web. Facebook’s Instant Articles, launched in May, coerces media publishers to publish articles directly to the Facebook platform. The article “looks like” it does on the mobile Web, but on closer examination, the Facebook Instant Article viewer will see the article is not on the Web — it’s on Facebook, formatting as if it were on the Web. Same goes for Apple’s new News app on iOS9, wherein a curated “flipboard” of news articles is generated within the app. In both cases, Facebook and Apple are taking articles that would appear on the mobile Web and instead publishing them within a dedicated Facebook or Apple platform. On one hand, this strategy circumvents online ad blockers and publishes the content in a walled garden mobile ad blockers can’t touch. On the other hand, Facebook and App...
By on Oct 14, 2015

More keynotes and attractions at ad:tech NY

As the ad:tech New York digital marketing conference approaches (Nov. 4-5 at the Javits Center), conference organizers are still adding a wealth of new keynote speakers, attractions and Expo Floor features to the agenda. You may have missed some of the announcements, so it’s worth taking a moment to check over all of the updates, attractions and newly announced speakers to ensure that you get the maximum digital marketing inspiration and insight out of ad:tech New York 2015. You may have heard that ad:tech scored podcasting icon Marc Maron for the conference-opening keynote address (Nov. 4, 9 a.m.). But you may not have heard a few more extremely timely and relevant keynote addresses have also been added to the ad:tech conference mix. Notably, the keynote session "A Winning Combination: The Intersection of Technology and Politics" (Nov. 4, 1 p.m.) will go in-depth on digital media’s role...
By on Oct 07, 2015

Best practices for getting results with native advertising

The emerging field of native advertising or “sponsored content” is the new darling of the online ad sector, projected by eMarketer to be a $4.3 billion industry in 2015. Yet despite native advertising’s massive growth, the medium is still in a Wild West phase where even the biggest publishers and advertisers don’t totally understand how to execute native ad campaigns. Furthermore, the metrics for measuring the success of a native ad campaign remain quite nebulous — even if the native ad content goes viral, this may not guarantee sales conversions or brand recognition for the advertising brand. But the Wild West of native advertising can be won, and a few tips, tricks and best practices for native ad campaigns are beginning to emerge. Native advertising will be a prominent topic at the ad:tech New York digital marketing conference (Nov. 4-5 at the Javits Center). In particular, the Nov. 5...
By on Oct 06, 2015

How ad blockers can also block native advertising

Internet publishers are flocking toward the chic new ad format called native advertising, being hailed as “the AdBlock antidote” by an advertising industry scared stiff over the threat of ad blocking. Native advertising, the thinking goes, inherently outwits the ad blockers because the advertising is embedded right within the editorial or content the user wants to see. This thinking is not entirely correct. There are several forms of native advertising ad blockers can indeed recognize and block. If you’re a buyer, seller or advocate of native advertising, you might want to brush up on which forms of native advertising do get blocked by ad blocking software. The promise and perils of native advertising will be covered in-depth at the ad:tech New York digital marketing conference (Nov. 4-5 at the Javits Center). In particular, the session "Measuring Native Advertising Campaigns" will discu...
By on Oct 02, 2015