• Don't Strand Your Programmatic Team On An Island
    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.
  • Computers Versus Humans In Premium Programmatic
    If IBM's computer, Deep Blue, can beat chess masters and their follow-up, Watson, can win on "Jeopardy," when can the "premium robot" Sherlock help us win premium programmatic?
  • Programmatic Misconceptions: Automation Isn't The Same As Choice
    At the recent OMMA RTB conference, I was thrilled to speak to a crowd of practitioners ready to take the next step in growing the $5 billion RTB market beyond its legacy in display advertising. While the talk started off addressing the elephant in the room - "What does my job look like two years from now?" - the concepts we covered focused much more on where RTB has to go from here: multichannel, upfront, guaranteed deals. The truth is that the longer-term question -- where do I land? - is answered by the tough decisions we have to make ...
  • Ad Tech's Next Step
    Though it was released nearly 80 years ago, Charlie Chaplin's "Modern Times" remains the quintessential film about technology and its relationship to control. The scene in which Chaplin gets swallowed up by the cogs of an enormous machine is the classic image of technology that was designed to make our lives better but ends up sucking us into its workings. Like Chaplin, we sometimes find ourselves facing new technologies we do not control, wondering whether this is really progress. Those of us in the advertising technology industry know the feeling. With all our technological innovation, it is sometimes easy to ...
  • Open Programmatic: Let The Network Do Some Of The Work
    The new open and network-based models of programmatic marketing are outperforming the old closed systems. The most striking thing about this is that many of the successful technology companies are letting the network do the work. What starts out as partnerships in specific areas of expertise (verticals) moves into programmatic measurement or optimization collaboration. Many claim higher performance when moving to mass collaboration and even crowdsourcing.
  • In Programmatic, Bigger Is NOT Better
    The advantage of working in a start-up or small agency is that while everyone has his or her specific roles, everyone is also available to help one another get the job done. So while creatives and buyers have superficially unrelated jobs, they collaborate to ensure that the right campaigns are shown in the right markets. As companies grow, this sort of constant collaboration naturally becomes more difficult. But the real problems with inter-departmental collaboration occur when mid-size agencies begin to more closely resemble much larger competitors like Publicis and Omnicom, or the megacorp they would have become if their merger ...
  • TripleLift's Berry Works To Scale Native Advertising Through RTB
    TripleLift CEO Eric Berry envisions native advertising as the means to unlock the premium programmatic opportunity for brand marketers. Leave it to a lawyer by training, an MIT-trained product guy in practice, and an early employee at AppNexus to solve the challenges of native advertising.
  • How To Sell Programmatic To The C-Suite
    If you're a marketer reading this article, there's a decent chance you already know that programmatic buying is a uniquely effective tool. The problem? Just because you get it doesn't mean the higher-ups do. So, how do you convince the C-suite that the company is missing out on programmatic? Well, you can start by remembering the fundamental lesson of programmatic advertising: You've got to target the right message to the right people. With that in mind, here are some helpful tips for convincing the leaders of your company to go pro(grammatic):
  • Privacy Issues: Addressable Vs. Identifable Advertising
    Marketers want to engage audiences. Yet most media spend still targets content, using this as a surrogate for the audiences that frequently consume this content. Until recently, it was technically and commercially unreasonable for both buyers and sellers to negotiate for subsets of broadcast media content (e.g., television, radio, newspapers, magazines, billboards, etc.) based on buyer-defined audience segments. With the advances in programmatic media planning and execution, we have seen these barriers erode amid the rise of audience-based tailored advertising.
  • GroupM's Move Toward Transparency
    There's no doubting the impact that open exchanges and programmatic buying have had on the advertising landscape. But while unlimited scale for cheap is compelling, it does have its downside. For GroupM agencies, that downside appears to have finally won out. In a strategic and well-defended move, GroupM has agreed to stop buying into open exchanges, illustrating that agencies and advertisers should be building direct publisher relationships or working with trusted partners that leverage O&O/direct publisher inventory. I couldn't agree more -- for these primary reasons:
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