Dean Vegliante

Articles by Dean All articles by Dean

• In Programmatic, How Many 'Hands On Keyboards' Do Brands Really Need? in Digital News Daily on 08/02/2017
  

  In a survey released by the Association of National Advertisers last year, 31% of marketers said they had expanded in-house capabilities to manage and oversee programmatic ad buying. Meanwhile, major advertisers like Target have built their own in-house data management platforms, citing the importance and value of their own retail sales data. Brands also now have the authority to dictate which platforms they (or their agencies) work with.. This is hardly a sign of the apocalypse, as agencies aren't going anywhere. What will happen is that agencies need to consider what kinds of budgets they'll prioritize, and how they can add strategic value for these increasingly competent brand clients.

• What Kinds of Marketers Need Self-Service Programmatic?  in Real-Time Daily on 09/30/2015
  

  Results are what marketers really want - real insights they can take from their programmatic campaigns and leverage on other platforms. They likely don't want lists of thousands of URLs that carried impressions during a campaign delivered to them.

• Bridging the Gap Between On- and Offline Marketing With CRM in Metrics Insider on 05/08/2015
  

  The advertising industry currently stands at the beginning of an era, where an immense amount of valuable offline data -- retailer, registration, mover -- is finally actionable for online targeting. The biggest impact will likely come from CRM data, which has provided marketers with an offline profile of their customers for generations.

• Don't Strand Your Programmatic Team On An Island  in Programmatic Insider on 08/21/2014
  

  Programmatic media spend will hit $9.8 billion in the U.S. this year, according to Magna Global, proof that major brands and agencies are finally embracing the new technology. As part of this adoption, many brands are creating in-house programmatic teams, or at the very least hiring a programmatic expert to guide them. Yet time and time again, we see that many organizations have isolated their programmatic team, confining them to a silo where they can't interact with other departments and disciplines -- not even the marketing team.

• Hyper-local Data: Programmatic Game-Changer, And Not Just For Mobile in Programmatic Insider on 06/23/2014
  

  Hyper-local data is now available via programmatic media buying, and the implications are huge. Hyper-local targeting mainly uses a consumer's latitudinal and longitudinal coordinates (abbreviated as lat/long) to deliver a targeted ad, We've been doing this since Columbus sailed the ocean blue in 1492. It's flown under the radar with the ease of cookie data collection, but location-based targeting is coming back with innovative opportunities.

• Picking A Lane In The Programmatic Marketplace in Programmatic Insider on 05/19/2014
  

  We've all seen it: the rampant self-identification and re-identification that goes on in the programmatic marketplace. A company is a DSP, SSP or DMP one day, and a combination of a couple, or all, ad tech categories the next. There's a desire to be all things to all buyers -- but therein lies the risk that we lose identity and opportunity in the process.

• What M&A Means For Programmatic Marketers in Programmatic Insider on 04/17/2014
  

  The ad tech industry is always simmering with activity, and has been particularly active with M&As lately. This is (usually) great news for investors, executives, and similar companies and technologies that benefit from a valuation boost. But in ad tech, and especially programmatic, the untold story is what happens to clients.

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.