• Programmatic's POEM: Paid, Owned and Earned Media
    The terms "paid, owned, and earned media" (POEM) have become the best way to describe the digital media space today. In fact, many argue this is the only way for thought leaders in programmatic to ultimately prioritize all the real-time media options that are currently available. These three types of media work best together and not in media silos. And for POEM to reach its full potential, these efforts need to be automated and evolved into programmatic brand advertising.
  • What Programmatic Means For Location-Based Retargeting
    Abandoned-cart retargeting is one of the most basic types of retargeting, and it's very simple to execute as long as marketers only care about desktop users. But as mobile shopping rises in popularity, abandoned-cart retargeting is no longer as easy, nor as practical, as it was when consumers were limiting their online shopping to their desktop computers. This sort of location-based retargeting requires a lot more effort (and data) than traditional methods, which is where programmatic comes into play.
  • Programmatic First: It's Branding, Stupid!
    The window to premium programmatic is not simply open, but it has been shattered. Everyone has a "programmatic first" mentality, which is needed for 100% brand advertiser adoption.
  • Attribution For RTB Marketers: Why Should I Care?
    If you work in real-time advertising, you shouldn't just care about attribution models, you should be downright obsessed with them. Why? Because attribution means figuring out which aspects of your campaign are working, and how you can do better. And if you don't care about that, well, then real-time advertising might not be your true calling.
  • The Programmatic Obesity Problem
    The latest threat to programmatic brand advertising (PBA) is obesity. Everyone knows America tops the list of obese countries, but we are also contributing to the epidemic facing a fatter programmatic premium market, which threatens our digital fitness and ability to make decisions in real time. There are many symptoms of our obese PBA marketplace. Let's take a look at each of them.
  • Programmatic Brand Advertising: Measurement's Perfect Storm
    Today's programmatic brand advertisers are finding it critical to build upon the four waves of development in analytics and measurement. These waves include current viewability and quality efforts, the work in audience buying, big data powering and validating programmatic initiatives, and the movement from dashboards to real-time measurement by industry experts.Let's go over each of these waves in detail.
  • 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 ...
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