• Rapid Growth Of RTB Still Comes Down To Data
    According to eMarketer, RTB now serves as the dominant transaction method of programmatic buying, accounting for more than 90% of digital ad dollars in 2014. However, there is a shift occurring with RTB that will have an impact on the future of the media buying market.
  • Pulling Back The Curtain On In-House: Let's Do The Math
    Assessing programmatic financials has never been more important. Programmatic is quickly pushing marketers into marketing technologists, and permanently turning Mad Men and Women into Math Men and Women. These "marketologists" are rightly asking questions that can only be answered by breaking down programmatic math: Where is my money going? What am I really getting? What am I not getting? So let's shed some light on these questions by asking one big question: How large and sophisticated does my programmatic advertising program have to be to justify bringing it in-house?
  • Will Programmatic TV Go Mainstream This Year?
    We hear industry pundits assert that 2015 will be the year of the connected TV, with some 138 million units of Internet-enabled television units (25% of all sets) forecast to ship to consumers, according to one estimate. If that's the case, one can't help asking: Will programmatic TV also go mainstream this year? Or put another way, will advertisers follow consumers as they consume TV content in digital channels?
  • Solving The Programmatic Puzzle With Advance Bidding
    If publishers are ever going to get their fair share of the growing programmatic market, they need to find a way to give multiple buyers equal access to their inventory in order to create true competition for each and every impression, maximizing the price paid. Wait a minute - isn't that what an RTB auction does? Not exactly. In a real-world auction, the universe of demand is all sitting in the same room, and all bid concurrently for the item up for sale - thus ensuring the item is sold at the highest possible price. In the programmatic world, due ...
  • 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.
  • 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 -- ...
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