20+ Years of Innovation

The evolution of advertising on the internet is an inspiring story of innovation and hard work. The internet was created to share information and it didn’t take too long for entrepreneurs and companies to realize that the world wide web would make a great platform for advertising. As time progressed and the industry grew, more and more technologies were created to take advatange of the unique advertising opportunities that the internet provided. We’re now in 2020 and the innovation hasn’t slowed down.   

1994

Birth of the Banner Ad

The first web banner AT&T “You will” was published at HotWired (hotwired.com), and it was extremely successful with a CTR of 44%. The 468×60 banner ad set off a chain reaction that altered the course of the advertising industry, and banner ads caught on extremely quickly.

Birth of Cookies

Cookies were implemented in Mosaic and Netscape web browsers, becoming a fundamental element of ad tech that would allow advertisers to track users’ behavior online.

1995

JavaScript

During the formative years of the Web, web pages could only be static, lacking the capability for dynamic behavior after the page was loaded in the browser. Invented at Netscape Communications, JavaScript opened the world of pop-ups and pop-unders for online advertising.

Yahoo! Search

In 1995, Yahoo! introduced a search engine function, called Yahoo! Search, that allowed users to search Yahoo! Directory. Yahoo! created the first keyword based advertising and first keyword ad was on “Golf”.

During 1994 – 1996, the online advertising started moving from banner ads to keyword based advertising thus enabling the advertisers to reach the target audience and garner high click through rate and conversion rates.

1995-1997

Development of Advertising Networks

The first ad networks were developed, the most popular being, WebConnect and DoubleClick. More than 150 websites were included in the WebConnect network in 1995. Introduced “frequency capping” to prevent “banner fatigue”. One year later, advertisers got access to campaign analytics to see and control the conversion rate, which was the big step forward. Google would later purchase DoubleClick for $3.1b in 2007.

1999

Introduction of PPC model

GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) brought the concept of pay-per-placement searches, shifting advertisers towards paid search and pay-per-click advertising.

2000

AdWords

Google introduced AdWords, a self service advertising platform that allowed advertisers to place ads on selected keywords (with CPC pricing model in 2002), but only allowed campaigns to run within the Google network. The first advertisers paid about $.005 to $.25 per click. The largest PPC-advertising operators were Google AdWords, Microsoft adCenter, and Yahoo! Search Marketing.

2000 – Mike Seiman Founded BUDs Inc.

The small startup out of Long Island, that we now know as Digital Remedy, originally started as B.U.D.S. Inc., for “Brothers Unda Da Skin,” in order to reflect the founders’ shared belief in the ideals of equality and unity.

2000

First Mobile Ad

The first mobile ad showed up when a Finnish news provider sent free news headlines via SMS, sponsored by advertising. This led to more experimental mobile ads and mobile marketing initiatives down the road.

2002

First Ad-Blocker Invented

While the first web ad blocker originated in the 1980s, Ad Muncher became one of the first popular ones, light, modest in system requirements, needed no installation, executed in Windows and removing ads in all applications. However, the program wasn’t effective at blocking ads for websites running in HTTPS. As consumers became more internet-savvy and online advertising technology improved, there was an increasing demand for more effective and simpler ad blockers.

In the same year, a small browser extension for the Phoenix Browser (which later became known as Mozilla’s Firefox) was developed by a Danish college student. The extension could easily be added to the browser and ran automatically to hide all online ads from the view of the user. A few years later the project was picked up by a German software developer and updated to become one of the most popular ad blocking tools available today: Adblock Plus (ABP).

2005 – BUDs Inc. Rebrands as CPX Interactive

With this new brand identity, the organization paid homage to the cost per “x” price modeling that the company was founded on.

2006

Mobile Ad Networks

The first mobile ad network, AdMob, which served simple text links at the bottom of screens on featured phones. Mobile advertising strategy went to the next level through targeting, technologies and interactivity. Most of the ad networks, such as AdMob, mMedia, WebOS and Chartboost, are using CPC and CPI pricing models.The first iphone was released a year later.

2007 – CPX Interactive Joins DoubleClick

CPX Interactive joined Google DoubleClick, opening up a world of possibilities in the ad exchange space.

2007

Social Media Advertising

YouTube introduced in-video ads to cash in on it’s massive popularity. In an effort to offer advertisers a “controlled environment,” the “TV-style” animated overlays were able to be targeted by genre, demographic, geography, and time of day.

First RTB Ad Exchange

Yahoo!’s Right Media, the first real-time bidding ad exchange. DSPs and SSPs working together to provide access to vendor-neutral RTB ecosystems meant that advertisers were spending money targeting their core audiences directly, seeing better engagement metrics, and increasing revenue.

Netflix

Netflix, which originally started out as a DVD rental competitor to Blockbuster, debuted its first streaming content in 2007. Netflix pioneered the streaming industry by creating a service with enough bandwidth to handle its initial base and it wasn’t long before consumers’ interest in streaming significantly grew. Though never designed to be supported by advertisers, the company’s success effectively disrupted the market and started a lasting content consumption trend.

2008

Launch Of The App Store

The introduction of the App Store by Apple allowed advertisers to take advantage of mobile app ads instead of mobile web browser ads. As capabilities grew to include things like interactive gaming and GPS technology, mobile ads started incorporating these features for a more personalized and engaging user experience.

2009

DoubleClick by Google

In a direct move against Yahoo!, Google launched DoubleClick Ad Exchange (after purchasing it in 2007) to create an open real-time marketplace for large online publishers, ad networks, and agencies to buy and sell display advertising space.

2010

Twitter Promoted Tweets,

Trends, & Accounts

In April 2010, Twitter Co-founder Biz Stone declared that traditional ads were not appropriate for Twitter. Promoted Tweets were ‘distinct from traditional search advertising and more recent social advertising,’ with a mission to provide less intrusive ads with more relevant targeting opportunities.

In June 2010, Twitter introduced Promoted Trends, allowing brands to have their campaign hashtag at the top of Twitter’s trends, initiating conversation about a new campaign and driving awareness of a brand.

 In October 2010, Twitter introduced Promoted Accounts, allowing brands to increase relevant followers, by appearing in the ‘Suggested For You’ Twitter sidebar.

2011 – AppNexus Partnership

CPX Interactive established a direct partnership with AppNexus, a technology company operating a cloud-based software platform, to more efficiently optimize programmatic campaigns for clients.

2011

Siri Introduced

Integrated into iPhone 4S at its release by Apple in October 2011, Siri supported a wide range of user commands, including performing phone actions, checking basic information, scheduling events and reminders, handling device settings, searching the Internet, navigating areas, finding information on entertainment, and is able to engage with iOS-integrated apps.

2012 – Hatched.at and bRealTime Launches

Hatched.at, a lab for innovating new digital products and services, and bRealTime, offering programmatic solutions for both supply- and demand- side partners, both launch in 2012 to strengthen the CPX Interactive suite of offerings.

2013

AdSense

Google released their display ad network called AdSense. Google’s Display Network (GDN) was available through AdWords and limited to Google/DoubleClick properties.

2013 – CPX Interactive Rebrands to CPXi, and Acquires AdReady

AdReady, a digital media execution partner providing advertisers and publishers with turnkey platform-based services to deliver cross-channel solutions against campaign performance goals.

2014

Snapchat Ads

October 17, 2014, marked the beginning of Snapchat advertising. Ads started appearing in users “Recent Updates” section alongside all of their friends’ stories. Users had the option to skip viewing the ads if desired, and like other Stories, they disappeared after 24 hours. This debut allowed advertisers to integrate brand messaging seamlessly with consumers’ organic online activities.

2014 – Consumed Media Launches

A content production house that developed unique content and engagement strategies for advertisers, publishers, and social influencers.

2016

U.S. Digital Ad Revenue Surpasses TV

For the first time, digital as a whole (desktop + mobile) surged to $72.5b for the 2016 calendar year, passing TV ad spend.

2017

Move Towards More Transparency

Ads.txt, or Authorized Digital Sellers, was introduced by the IAB to improve transparency of the programmatic system for buyers and combat the unauthorized selling of publisher ad inventory and domain spoofing.

Death Of Flash

In July of 2017, Adobe announced that they would officially be ending support for the Flash software and player in 2020 and continued to encourage the use of open HTML5 standards in place of Flash. Flash Player once had a large user base, and was a common format for web games, animations, and graphical user interface (GUI) elements embedded in web pages. However, Flash Player became increasingly criticized for its performance, consumption of battery on mobile devices, the number of security vulnerabilities that had been discovered in the software, and its closed platform nature.

2017 – CPXi Rebrands to Digital Remedy

In recognition of the evolution of our products and services, we launched a new company identity to unify our core business into one holistic enterprise as we renewed our commitment to providing innovative, performance-based solutions to the digital advertising industry.

2017 – Nibble Launches, Replacing Consumed Media

Nibble leverages their expertise and vetted knowledge in content production and performance to provide unique content and engagement strategy for advertisers, publishers, and social influencers.

2018

Data Privacy Concerns

The European Parliament first adopted the General Data Protection Regulation (GDPR) in 2016 and became enforceable beginning May 25, 2018, sparking a historic global ripple-effect across all industries.

2018 – Digital Remedy Launches Harmony

In September 2018, Digital Remedy launched Harmony, a social responsibility program, which aligns the company’s business expertise with our on-going desire to give back to the community, synchronize with nature, and promote equality within the digital ecosystem.

2019

Streaming Wars Begin

Big media companies start launching their own streaming services to compete with established players like Netflix, Amazon, and Hulu. Walt Disney Co. and Apple Inc., kicked things off in November with the launch of Disney+ and Apple+. With two additional services, HBO Max from AT&T and NBC’s Peacock, not far behind in 2020.

2019 – Digital Remedy Launches

Dashboards & Reporting

In January 2019, Digital Remedy introduced the Dashboards & Reporting data solution, designed to provide clients with detailed business insights visualized through customizable, easy-to-digest graphics. The interactive dashboard is updated hourly using first- and third- party data sources to ensure accuracy and flexibility.

2019 – Digital Remedy Launches

Flip and Synthesize

In November 2019, Digital Remedy launches Flip, a proprietary OTT and CTV attribution platform designed to capture audiences, deliver the most optimized ad experience, and allow clients to track metrics like app installs, site visits, checkout amounts, and store visits.

Taking our Dashboard & Reporting solution a step further, Digital Remedy launched the “Synthesize” solution in December 2019. A cloud-based, one-stop-shop for digital campaign reporting, “Synthesize” provides full business capabilities, integrating every business metric imaginable, via an easy-to-navigate, interactive dashboard.

2020

Future Death of the Cookie

Google announced that it will be eliminating third-party cookies by 2022. Chrome is the last major internet browser to discontinue cookies, following rivals Apple and Mozilla, which both started blocking third-party cookies by default in their browsers in 2019. The move will force advertisers to hunt for new technologies to reach online audiences.

2020 – Digital Remedy Celebrates

20th Anniversary

Thank you to our partners and clients for an amazing two decades. We are so excited to continue forging ahead, and looking forward to what the next 20 years have in store.

Reach Us

If you have any questions, think that we could be the right fit for your business, or just want to chat about anything digital (or not digital), shoot us a message. We would love to hear from you.

Get In Touch

IP Zone: Leverage the relationship between users and the location of their IP addresses in a cookie-free, safe and scalable way.

Behavioral: Combine first party with network analytics and enormous scale to define custom audience channels that are optimized to sites with high brand engagement.

Demographic: Reach the right audience based on demographic characteristics such as age, gender and income.

Mobile Device: Target users by mobile device type (Smartphone, tablet, etc.), carrier and operating system.

Geo-Location: Target your audience residential cluster, proximity to retail locations, campaign level DMAs and more.

Contextual: Place a relevant ad in front of a user who is reading content that contains specific terms.

Buying Power and Quality

Let’s be honest. Your ad ops are limited by your access to only a handful of channels and DSPs. You want more reach and better prices, but don’t want to sacrifice quality in order to achieve those goals. Digital Remedy has access to a vast multitude of channels based on relationships we’ve cultivated over nearly 20 years in business. That means we get the best prices, have personal relationships, and don’t get sent to voicemail when we call.

It also means that we can execute omni-channel ad ops for better prices than an internal team, while ensuring the quality is up to industry standards. On top of access to all sorts of specific audiences we’re able to to leverage first- and third-party data across all your campaigns and pivot across platforms based on results. Any campaign, any budget, any platform, any audience. Digital Remedy backed by AdReady is restriction free ad ops….and what could be better than that?

Resources, Time, and Overhead

When was the last time you enjoyed balancing budgets, reading resumes, dealing with aggressive sales teams, or wasting years of time for small gains in performance. By partnering with Digital Remedy you get the full support of $30m in OPEX including marketing teams, sales teams, and a dedicated 24/7 ad operations team. No hiring new employees for media optimization, business development, or account management. No months of training and on-boarding. No long meetings crafting sales materials. Just your team focused on making deals, and our teams and tech focused on supporting and executing those deals in a tech-enabled, digital ecosystem designed to get the most out of any KPI.

Reporting and Support

How nice would it be to have all of your data and insights in one location. We don’t mean an excel sheet sent out once a week with complicated charts, or an XML file with pages and pages and pages of tables (what is this, 2003?). We mean a fully customizable dashboard reporting in real time, or as real time as possible. You get to decide the how, what, and when of the reporting you’re seeing. And that’s ALL of the how, what, and when’s. If you want to see breakouts of all of the individual campaigns in your system, done. If you want broad scope comparisons of all of the campaigns in the last year, done. If you want to see CTR’s for specific audiences and compare them to CPM for your best performing advertiser but limit the scope to campaigns greater than 30k, done. All of this is at your fingertips with the AdReady Dashboard, all in one place.

Jessica Cortapasso

With more than a decade of experience in human capital management, Jessica Cortapasso serves as VP of Human Resources at Digital Remedy. After graduating from Muhlenberg College, she quickly recognized her passion for people and entered the workforce in Human Resources where she gained expertise in employee relations, designing strategic benefit plans, and the development, implementation, and curation of corporate engagement initiatives for big-name brands and small companies alike. Becoming a member of the Digital Remedy family in 2013 while simultaneously acquiring her Masters Degree in Human Resources Management and Development from New York University, Jessica has steered company culture through significant events ranging from acquisitions and a rebranding, to the development and application of our Core Values that shape our daily business practices. Cortapasso resides in Brooklyn, plays competitive volleyball, and loves spending time with her nieces.

Erez Feld

Responsible for the financial and legal practices of Digital Remedy, Erez brings 22 years of experience in precision financial analysis, growth management practices, strategic acquisition, and investment leadership. A graduate of Hofstra University, Erez began his career modeling for corporate finance, and expanded his accounting prowess in the real estate sector. Erez joined Digital Remedy in 2008 as a senior accountant, and helped to create and build an accounting department that could support the rapid growth of the company and aligned with those needs. Over the past 12 years he has evolved through various positions at the company within the finance discipline, supervising and mentoring additional finance personnel, while growing under the tutelage of Michael Fleischman, former CFO of Digital Remedy. Today, he leads the Finance Department by supporting high-level projects such as acquisitions and restructuring, and is responsible for overseeing all financial assets, establishing financial procedures, controls, and reporting systems.

Michael Fleischman

After a successful career as an accomplished Fortune 500 financial professional leading Corporate Finance and Strategic Planning at Cablevision Systems Corporation and its programming subsidiary Rainbow Media Holdings, Michael currently plays a role in the overall management of Digital Remedy including direct responsibility for all financial-related activities including accounting, financial planning, M&A, legal, insurance, real estate and banking relationships. Michael brings more than 25 years of media experience at Cablevision and Rainbow Media and during his career was instrumental in the launching and managing of a number of cable television networks including 10 Regional Sports Networks across the US, American Movie Classics, Bravo, and the Independent film channel as well as the structuring of corporate partnerships with companies including Liberty Media, NBC, Fox/NewsCorp and MGM. Additionally, he was the finance lead on a number of professional sports team acquisitions including Madison Square Garden, the successful IPO of Cablevision and a tracking stock at Rainbow Media.Michael was involved in the creation and launch of Rainbow Advertising Sales which was one of the Cable Industry’s first Local Advertising Sales Divisions.

2020 Industry Trends Newsletter

2020 Industry Trends Newsletter

Join our mailing list for the hottest takes and deep insights into the industry trends for 2020.

You have Successfully Subscribed!