• Time-Based Programmatic Solves Advertising Attention Deficit Disorder
    Time-based metrics are getting everyone's attention at the moment because buying proxies of time are much better than buying clicks. Brands are fighting for a slice of a consumer's life, and time is the best measurement to understand if advertisers' efforts are successful. Moving marketers away from click-throughs and impressions to time-spent metrics is a movement in the right direction. Many believe the catalyst will be the combination of attention metrics and programmatic. This seems to work even if pricing goes up somewhat for brands.
  • Multiple Parties In A Cookie Pool: A Race To The Bottom
    The core of programmatic marketing is buying the right impression at the right time at the right price. These days, many advertisers try to find a partner that knows how to buy the right impression by giving multiple parties a chance to bid on the same cookie pool at the same time. This has several negative side effects. Higher costs for the advertiser, lack of control, poor optimization, wrong interpretation of the numbers and conversion attribution are some of the major problems that occur in such a case.
  • Programmatic Is Strong, Not Fat
    A few weeks ago, RTB Insider ran a post on a topic referred to as the programmatic industry's "obesity problem." The column pointed to five ways that ad-tech companies are jeopardizing the health of the industry. The gist of the article: More is not always better. But here's the way I see it: The availability of more data and more inventory is a positive indicator of an industry on the rise.
  • Navigating The Holiday Season's Bidding Frenzy
    The lines have blurred when it comes to Black Friday and Cyber Monday, as consumers now engage in both online and offline shopping activity all weekend long. What tends to happen during a high volume-shopping period is that the number of advertisers bidding on audiences increases signficantly, which drives up the bid price. As bid prices go up, so does the cost per acquisition, making it much more costly to acquire a customer. Inventory can also be harder to come by. As RTB matures, companies will become better equipped to deal with the holiday rush. Here are some things you ...
  • Is Premium Programmatic Just Like The Ryder Cup?
    The programmatic trading landscape is evolving fast. As a result, there are considerable differences in the way the U.S. and European markets are developing. Real-time bidding (RTB) first emerged in the U.S. as the initial phase of programmatic. Europe did not simply imitate the U.S., but also adapted to meet the needs of countries, partners, agencies, and brands. Similar to when the Americans led the Ryder Cup before the 1980s, the British added in European players and now dominate the U.S. in this golf grudge match. The "Ryder Cup Trend" may be the case in premium programmatic due to the ...
  • Brands Must Get Beyond Fixation on Measurable Media Impact
    The RTB ecosystem, with its fundamental need for measurement and attribution, could be holding marketers back from fully realizing the potential of their overall media plans. By continually reinforcing the notion that spend should be focused on channels that have the most measurable or attributable performance in the context of the consumer purchase path, brands risk fundamentally misaligning their spend with their goals.
  • Programmatic In-House (Brands) Vs. Out-Of-House (Agencies)? Actually, Both Are Needed
    Experts in programmatic believe in-house buying by brands plus value-added services from agencies are both needed to realize the huge potential of programmatic. There are five reasons why it's a good idea for brands to handle their programmatic efforts both in-house and with agencies. Let's start from the top.
  • Programmatic: Ingredient in Today's Marketing Mix
    I've spent a long time buying and selling media on behalf of major brands, on both the account management and media vendor sides, and today I'm seeing marketers more and more overwhelmed by all their options. The advent and rapidly growing adoption of programmatic (where I've worked for the last four years) has added even more confusion. But there's hope. I've watched many a weary client and agency partner's face light up when I say the following: "Marketing 101 still applies. Programmatic is just another tool, and it has a time and a place."
  • 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.
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