• Three Myths About Programmatic Native
    There has been a lot of discussion about the merging of native advertising and programmatic buying since the launch of the Facebook Exchange (FBX) two years ago. With the creation of FBX, demand-side platforms (DSP) built support for creative metadata, such as headlines, thumbnails and the other categories that make up native ads. This was version 1 of programmatic native. Seeing the success of FBX, Web publishers began hypothesizing about how they could bring the same native RTB capabilities to their sites and applications outside of Facebook. With the IAB closing in on the ratification of OpenRTB 2.3, which will ...
  • How To Evaluate Private Programmatic Deals
    I have written before about how programmatic private deals work. But the real question is: Are they worth it, and what's required for a private deal to make sense?
  • Born To Be Here: Programmatic Native
    How do programmatic and native both play in the same sandbox? One is automation, the other customization, which seem polar opposites. Let's step out of the sandbox,to create a perfect world of yin-yang media.
  • What I Learned About Programmatic From Buying Windows
    It's hard to think of many businesses older than companies that sell windows. So when I recently had to replace some of the windows in my home, I was struck with an unexpected insight: Some of our oldest and most fundamental sales principles are as relevant as ever in a programmatic world. Let's take a closer look at three of those fundamental principles:
  • How The Middle Layers Of Ad Tech Keep Fraud Alive
    When most people sit behind the wheel of a car, they only care that the car will get them to their desired destination. Few drivers think about the science behind the internal combustion engine and the process of turning gasoline into energy to move the tires. For years, the advertising buying model worked in a similar fashion. Brands sat down with their agencies and cared only about reaching their target and growing sales. They saw the ads on TV and in print, and that was satisfactory. Today, brands are forced to acknowledge that fraud has become a daily concern -- ...
  • 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.
  • Programmatic Data Doctors To Watch In 2015
    For programmatic to truly lead all forms of digital marketing, data experts -- or what I refer to as "data doctors" -- need to lead the industry in a complicated digital world. This includes simple data experts who can talk directly with their brand patients. Today's data doctors are without borders and have their own horizontal or vertical specialties.
  • What We Can Learn From Walmart's Offline Strategies
    With its Walmart Exchange platform, the company is focusing on leveraging its consumer insights and data to help drive in-store sales. Let's not forget, 95% of retail purchases still happen inside a store. So it's refreshing to see Walmart put its programmatic capabilities to work in a way that will drive real-world purchases and revenue.
  • A World Without Cookies: Post-Apocalypse Or Better Marketing?
    In the 1980s, the TV movie "The Day After" provided a glimpse of the world in the wake of a potential nuclear war between the Soviet Union and the U.S. The movie's view of a post-apocalyptic world scared me as a child, since at the time the potential for the scenario to occur was all too real. Lately, you can hear tinges of a similar, over-exaggerated fear coming from online marketers as they describe a future without cookies. Mobile Internet consumption and tighter regulations are making the cookie less important, but marketers shouldn't fear. The post-cookie world isn't post-apocalyptic. Instead, ...
  • Programmatic Brand Advertising's Mount Rushmore
    Mount Rushmore National Memorial is a sculpture carved into the granite face of Lakota Sioux near Keystone, S. D. The iconic symbol of leadership and greatness was created in order to promote tourism in the region. Today, we have our own pioneers and leaders in programmatic brand advertising who could create a virtual Mount Rushmore. Let's look at each of these individuals in detail.
« Previous Entries