• Does Programmatic Media Work? Prove It!
    As usage grows and as more people learn about how it works, brands are starting to question the true value of programmatic media. Lower viewability, higher ad fraud, and more remnant inventory relative to directly negotiated buys are a few sources for doubt. All these factors have caused some brands to question if programmatic media actually helps to drive conversions - or if conversions would have been there without it.
  • About Half Of Agencies 'Unsure' They Trust Programmatic
    Programmatic advertising is obviously top of mind for many in the digital ad industry, but not all ad agencies are convinced the technology properly executes ad buys. About half (46%) of agencies are "unsure" if they trust programmatic to execute ad buys, according to Strata's latest agency survey, taken during Q2 2015. That's a significant increase from the roughly one-third of agencies that said they weren't sure if they trusted the tech at the beginning of the year.
  • Google's Programmatic Walls Get Higher By Removing YouTube From AdX
    Google recently announced it will remove YouTube inventory from the DoubleClick Ad Exchange by the end of the year. This is a "walled garden" being built before your very eyes. No, it's not a wall quite like the one from HBO's "Game of Thrones" -- a Google representative said to Real-Time Daily that the move will only impact a "relatively small amount of YouTube buying" -- but it does give YouTube, and therefore Google, an air of exclusivity.
  • Are Publishers Trying To Juggle Too Much Ad Tech?
    The good news is that the advertising industry loves ad tech and has found plenty of applications for it. The bad news is that some love the tech blindly, a fact that could catch up to them sooner rather than later.
  • Transforming Media Planners Into Programmatic Strategists
    Media planning agencies know that programmatic media needs to be ingrained throughout their organizations. As a result, agencies have been working with DSPs and digital consultants to teach their staff how to plan and buy programmatic media. This type of operational training introduces the mechanics of programmatic media, but it doesn't change the core behaviors of media planners. They are unprepared to deal with a channel that is dynamic and requires constant attention. Agencies need to push for more active behaviors that will transform their media planners into programmatic strategists and buyers.
  • Even Coupons Have Gone Programmatic
    News America Marketing's announcement that it has partnered with OwnerIQ to develop a way to target shoppers online with coupon offers brings programmatic ad tech use cases full circle. We've gone from from digital display to video, mobile, social, radio, television, print and now coupons -- delivered via digital display.
  • Where Are The Women In Ad Tech?
    Denise Colella, CEO of digital ad tech firm Maxifier, was curious: How many female ad tech leaders are there? Colella worked her way up the chain at Maxifier after joining the company in 2011 as chief revenue officer. She was later promoted to president before being named CEO in the fall of 2013. As a female ad tech leader herself, she felt she didn't run into too many others. So she dug up the LUMAscape chart and began looking up each company's leadership teams and board members (if they could be found).
  • Can Viewability Co-Exist With Programmatic Media?
    Viewability continues to be one of the biggest media buying concerns for advertisers. And while the IAB has set a 70% viewability threshold for measured impressions to guide advertisers, achieving this is unlikely for programmatic media. The big reason this threshold won't stand up in programmatic media is because most inventory that hits the ad exchanges is remnant, non-premium real estate, which may have a lower likelihood of being viewed.
  • The Ironic Sophistication Of Viewability
    Why do marketers buy display advertising? Why do they deal with such a complex programmatic ecosystem? Why do marketers do any marketing at all? It seems reasonable to conclude that no matter which tactic marketers use, with so many choices at their fingertips, the answer should boil down to one simple objective: to connect a product or brand with its audience. However, when programmatic marketers attempt to achieve this mission, poor impression quality will stand in the way of making a real connection.
  • Planning A Programmatic Practice: How-Tos
    More media planning and buying agencies are building their own programmatic capabilities. This development is driven by brands looking for more transparency into their current programmatic buys, most notably into fees, strategies, viewability, and ad fraud. There are three questions agencies should ask before starting their own programmatic media practice.
« Previous Entries Next Entries »