• Technology And The Media Planner
    Like many publishers, agencies are burdened by the sky-high procedural cost of buying and selling digital media. We thought RTB could be a solution, but both sides rely on the predictability and the guarantees afford by reserved media sales. We're now seeing that it's a different type of automated media buying that's going to become increasingly important for media organizations.
  • Sizing Up RTB's Value For Large And Small Businesses
    The recent shift to real-time buying (RTB) and growth of programmatic marketing has changed the traditional way of buying display media, making it more actionable for smaller businesses than ever before. With traditional forms of display advertising, advertisers had to cough up large sums upfront in order to reach their target audience for a given campaign. The challenge for SMBs was that they didn't have access to the sizable budgets of larger advertisers, and therefore felt limitations in terms of scale and reach. However, because of the influx of programmatic marketing and real-time buying, algorithms are enabling the right ads ...
  • Private Marketplaces Are A Win/Win
    Private marketplaces are widely seen as a hot opportunity for brands and advertisers. Here are a few ways that buyers and sellers can ensure private marketplaces become a formidable medium for their business objectives, and not just a shallow foray into a new technology:
  • Renewed Focus On 'Tech' In Ad Tech Creates New Digital Big Five
    Since the beginning of the digital media era, AOL, Microsoft, Yahoo, Google and now Facebook have set the direction, held the most reach, and developed or acquired the majority of advertising technology. These companies are referred to as the "big five" in digital media, similar to the term coined by African big game hunters for the species most difficult to bag: lion, leopard, rhino, elephant, and cape buffalo. Many bankers, investors, and technologists believe there is a new big five looking to capture more ad space now that more technology is coming into ad tech. Programmatic is considered the catalyst ...
  • Programmatic Rocks, But Don't Ignore The Gold Nuggets
    Programmatic clearly works, and it delivers real value to a lot of advertisers. But there are plenty of nooks and crannies that mainstream programmatic can't reach. And in our experience, those crevices are often filled with enough gold to turn a great many campaigns extremely profitable. Let me explain.
  • The Upside Of Digital Advertising's Original Sin
    Recently Ethan Zuckerman wrote in The Atlantic that he had "come to believe that advertising is the original sin of the web." It's a good (though long) article, one that anyone working in the digital ad space should take time to read. To extend Zuckerman's metaphor: as with the biblical concept of original sin, which simultaneously paved the paths to damnation and possibility, digital advertising has created alienation but also enabled development.
  • Size Matters With Big Data And Internet of Things For Programmatic
    Even though we have been hearing a lot about big data, the amount we are actually gathering today pales in comparison to what is about to happen once device connectivity and sensors come into play from the Internet of Things (IoT).
  • Ad Tech: Below-The-Radar $15B Market Goes Prime-Time
    Multiple reports indicate the global digital advertising market is on pace to exceed $120 billion in 2014, growing roughly 16% year-to-year. While this is a great topline industry number, I have not seen many reports of revenue captured by advertising technology (ad tech) platforms. Typically estimates aggregate keyword search, digital media, and technology into a single number.
  • Programmatic, Not Automatic: Why Agencies Still Matter
    Does automated ad buying mean cutting out all human interaction in the process? With the perceived economic benefits of programmatic buying, more marketers are certainly seeking to purchase digital ads directly, rather than relying on agencies to do the work for them, according to a report in the Wall Street Journal. But just as automated trading systems don't make financial traders superfluous, neither does programmatic ad buying eliminate the human element.
  • Good, Bad, Ugly: Madison Ave. Vs. Wall Street Exchanges
    Since the mid-2000s, Madison Ave has been compared to Wall Street. This helped fuel innovation and investments, and brought more scientists and engineers into the area. Despite all of the good, the industry is now seeing some of the bad and the ugly by trying to put forth the financial stock exchange model as the primary method for purchasing online advertising. The problem with this is that the financial exchange and ad marketplace are fundamentally different. An ad impression is simply not a stock.
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