• Programmatic Gets Personal: What to Watch in 2015
    Trends don't emerge out of thin air each December, and I will simply be one of many making an educated but calculated guess at what is to come. That said, over the course of a year things can and do evolve dramatically. Programmatic, for example, has made enormous headway during 2014, and video advertising is no longer considered a separate "channel." Here are three movements that I believe will gain serious momentum in 2015, driving even more epic change.
  • Is RTB Killing the Creative Star?
    If video killed the radio star, is programmatic slowly killing the star creative director? Most creative agencies leverage the virtually unlimited canvas and interactivity available in rich media for their brands. Just last year, 75% of ANA executives surveyed said that rich media would play a larger role in their branding, But the reality is that much of this great creative is being shelved in real-time bidding (RTB) today, creating inconsistency for the consumer across RTB and premium campaigns. And as RTB commands more and more share of the overall pool of digital dollars, digital creative is forced to regress ...
  • Fully In-house Tech Stack May Be Programmatic Pipe Dream
    At some point, marketing technology companies face a decision: license some existing product, or build it themselves. Almost regardless of company size, this is a near-constant question. Choose poorly and you'll soon end up with the dreaded "Frankenstack." Choose wisely and you can have a smoothly integrated system of licensed and internal subsystems more quickly and at lower cost than building everything in-house.
  • Six Flags: Mobile Ad Exchanges Are More Than Amusing To Brand Advertisers Now
    Mobile ad networks can specialize in in-app advertising, android, iOS, tablet-only, mobile video, and so on. This is a very busy space -- but few stand out as much as the top six who have planted their mobile flag and began to capture brand market share.
  • Fantastic Four: Comparing Agency Trading Desks' Programmatic Efforts
    The Fantastic Four agency holding groups, and their respective trading desk efforts in programmatic, have been debated, followed, loved and hated. Many have even made recent game-changing acquisitions and investments to strengthen their offerings and position for premium programmatic.Let's compare and contrast the big data and programmatic efforts of the Fantastic Four agency holding groups.
  • Google Finally Gets It
    During the Web Summit in early November, Google's global CMO, Lorraine Twohill, talked to UK marketing publication The Drum about Google's plans to move a majority of its marketing campaigns over to programmatic, saying that overall, the company is aiming for 60% to be spent programmatically. Such an announcement is huge for those of us who live and breathe programmatic day in and day out. If a company with the clout and capital of Google is moving from a direct-buy model to a programmatic one, surely other giants will follow. And more than that, they will create a demand for ...
  • TV Ad Targeting Gets More Sophisticated
    At the recent OMMA Audience Targeting conference, I moderated a panel on using data and analytics to more effectively reach audiences on TV. It was clear from our discussion that advertisers, programmers and MVPDs have gotten more sophisticated about targeting ads for TV viewers -- and opportunities exist to even more effectively reach consumers and stimulate purchases.
  • Lucky 7 Big Data Doctors And Programmatic Brand Advertising
    Even though data management is a huge challenge for most advertisers and publishers, the industry is getting a handle on the must-have set of tools for DMPs and DSPs. The tough part of the big data is to prescribe solutions for brands and source different pieces of data from the web from paid, owned, and earned media. There is now a "lucky seven" of data doctors who started working in third-party data and direct response and have now moved to first-party data and branding. They have done a great job as data partners and are helping to move digital advertising ...
  • How Private Deals Can Bring Better Marketing ROI
    Programmatic buying has broken through. It's more mainstream and more effective than ever, but now buyers want to know: What is this "programmatic private" thing I hear about? Does it work? And if you're already buying on the open programmatic markets, is it worth the effort?
  • Where Is Premium Inventory In Programmatic World?
    Programmatic platforms are continuing to gain momentum as an efficient way to buy and sell advertising. Still, there's been considerable debate about whether truly premium inventory is being made available in these new automated systems. By all accounts, most publishers have not committed to making their most valuable, premium inventory available to advertisers in a programmatic environment.
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