• 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.
  • Five Reasons Programmatic TV Is Set To Skyrocket
    TV advertising is far from dead; it's just ready for a massive change. Programmatic TV, the automation and optimization of the TV ad buy, is the sea change bound to transform the industry. Goodbye fax orders, goodbye one-time planning with fixed campaigns, goodbye GRPs. Why?
  • Audience Data 2.0
    The advertising industry has been using audience data in digital media for about a decade. In that time, we've discovered one ultimate truth: first-party data is king. For instance, retargeting is usually the best digital tactic on direct-response campaigns, while third-party data helps to provide scale but doesn't perform nearly as well. And with the proliferation of programmatic media, advertisers have new ways of leverage their first-party data. Enter audience data 2.0.
  • Is Programmatic Creating -- Or Killing -- Jobs?
    The transition to programmatic, despite moves by companies such as Demand Media in eliminating direct sales, is initially creating more jobs. The fear among the seller marketplace that programmatic would eventually eliminate the need for digital salespeople has not come to fruition (yet!). In fact, the industry has had to get smarter and more structured to handle this growing momentum - and so new jobs are being created throughout the ecosystem.
  • What You Don't Know About Programmatic Will Hurt You
    To keep kids out of trouble, mothers like to use common proverbs like "What you don't know won't hurt you." But if programmatic advertisers had a mother, she would avoid giving the same advice because "what you don't know about programmatic will definitely hurt you." The first blind spot for advertisers is not knowing where your programmatic budget really goes -- and how little actually buys viewable media. This pain point is clearly revealed once you've seen your own cascading waterfall of programmatic transaction fees.
  • The Best Place To Look For A Solution Is In The Problem Itself
    Last week, Real-Time Daily's Tyler Loechner wrote about the in-house dilemma brands are facing by saying: "It has become quite the catch-22 for many marketers: They want to keep as much control as possible, and the best way to maintain control is via in-housing. However, they may not have the required skills to in-house effectively." Let's rephrase this as a problem statement and then illustrate a straightforward solution theme: How should marketers go about maximizing control (ownership) and also push the trading buttons with confidence and competence (operations)?
  • Why Doesn't My PMP Work?
    PMPs bring us closer to the vision of programmatic media: bidding on the right impression at the right place and time. Unfortunately, performance has been inconsistent. It's left some advertisers confused, asking, "Why doesn't my PMP work?" It's easy to get discouraged and give up on PMPs. But advertisers need to be diligent about managing PMP deals to make them successful.
  • 'The Flash Boys' Guide To Programmatic Deal-Making
    In our ongoing push to improve the collective understanding of our industry, the financial markets are a cousin of sorts where we can draw useful similarities. Michael Lewis's book "The Flash Boys" can provide the latest signpost forward. The book centers on the complicated web of relationships in financial trading - a system in which investors didn't know where their orders were placed, or the mechanics of their ultimate executions. In our world of exchange-traded media, we also struggle with complexity. Buyers and sellers would argue that a sense of fair pricing is lost in the chain of intermediaries and ...
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