• The Rise Of Audience-Powered DSPs
    DSPs have evolved and have become much better at targeting people than just buying media. This shift to a tool focused on audience targeting rather than operational efficiency has led to the birth of audience-powered DSPs. These DSPs are built on top of a publisher or vendor's proprietary first-party audience data as the primary mechanism for serving ads.
  • Can Programmatic Solutions Help Solve Agencies' Bandwidth Problem?
    For years the balance of workload versus scope of work has plagued digital agency teams. The strain is compounded as agencies invest in new skills to support client business in a marketplace where publishers' inventory and technology are restructuring for self-service. Programmatic services can help alleviate the day-to-day requirements for digital media planners, as well as support a different model for full-time employees and efficient workflows.
  • The Eye Of The Beholder (This One's A Beaut!)
    It's been a while since we checked in with the team at independent trading desk Accordant Media, so I was delighted when Founder-CEO Art Muldoon offered a scoop on the company's third-quarter marketplace report. The report has some key insights.
  • Transparency On Data Will Show Brands What Automated Buying Can Do For Them
    It's clear why agencies and publishers like automated buying -- but until brands get better transparency around data, the same cannot be said for advertisers.
  • Is Programmatic Being Used By Big Agencies To Bash The Independents?
    Enough independents have raised the issue, so it's worth wondering aloud whether costs slashed in one area are replaced by fees or rebates via programmatic display.
  • Real Time With WPP's $4 Billion Man
    This interview begins with me spreading a pile of slick brochures of Xaxis products and services on a table and asking global CEO Brian Lesser, "How real and differentiated are they?" His answer explains why he's "WPP's $4 billion man."
  • Is Adland's Programmatic Knowledge Gap Due To Bright Things Leaving For Google?
    That's certainly how one very senior media buyer from a huge holding company's trading desk recently described it. Time for those remaining to get trained up?
  • Is Programmatic Delivery Of Native Advertising The Answer To Ad Blocking?
    Research shows that B2B marketers in the U.S. hold content, SEO and automation in the highest regard. Put them together and what do you have: programmatic native?
  • Hulu's Move Into Programmatic Signals Change
    Hulu's recent announcement that it will move into programmatic buying for the first time, making some of its premium digital video inventory available this fall, is further evidence of Madison Ave.'s push to decouple audiences from content.
  • Programmatic Marketers Still Catching Up To Consumers On Mobile
    When it comes to where programmatic display ads are being served, new data from AppNexus reveals that marketers are still catching up to consumers on mobile devices. About two-thirds (64%) of the campaigns run on AppNexus' platform during Q2 2015 targeted desktop Web users, while 47% targeted mobile Web users and 32% attempted to reach mobile app users.
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