• Will Viewability Measurement Become The Next Click-Through Rate?
    The industry is completely focused on viewability right now. You can't go a day without reading an article about the topic. While measuring whether an ad is in view is certainly critical, as an industry we need to avoid turning viewability into the next click-through rate. We need to all understand that, like a click, an ad that is confirmed to be in the viewing window of a user's screen is just a rough proxy for success. In fact, it is just the starting point. Having your ad in view will be "table stakes" in the near future. So don't ...
  • Five Predictions For The Future Of Programmatic
    #1: Companies will invest more in programmatic branding. With more publishers adopting programmatic and seeing its benefits, we're seeing an important shift. Now, more marketers are leveraging programmatic to help understand the value of targeting a specific audience, as well as the impact of digital advertising on general brand attitudinal metrics.
  • How Agencies Can Win The Battle Against Ad-Tech Companies
    Ad-tech companies have created a number of game-changing technology solutions that now make it possible for brands to bypass agencies, using tech companies to run their campaigns. As you can imagine, this trend is severely disrupting the way ad agencies operate, shaking up agencies' position in the online display advertising ecosystem. So what can ad agencies do to protect themselves from becoming obsolete? Here are three steps they can take:
  • How Native and Programmatic Advertising Can Come Together
    The two hottest trends in online advertising in recent years seem almost like opposites. Programmatic advertising is about automation and scale, using technology to make advertising as efficient as possible. Native advertising, meanwhile, is about the human touch, about crafting content that blends so seamlessly into a publisher's site that it hardly feels like advertising at all. Still, native and programmatic now seem to be on something of a collision course. A small but growing number of startups are now trying to bring the efficiency and scale of programmatic to the world of native advertising.
  • Three Strategies For More Programmatic Control
    Programmatic is one of those game-changing solutions that then creates a new set of problems to solve, mostly around deployment, data readiness, data activation, transparency, transaction cost, know-how, asset selection, etc. So in-house is a solution to a problem caused by the shift to programmatic trading. Before we talk about alternative strategies, let's define what the word "in-house" really means.
  • Kill The Bots First, Then Tackle Viewability
    This recommendation is based on the simple concept that even if an ad is 100% viewable, if it was caused to load by a bot, it is still fraud, and useless for advertisers, who thought their ad was shown to a prospective human customer.
  • UI Fatigue: The Need to Centralize Programmatic Access
    Media buyers are more equipped than ever to handle programmatic media. The self-service user interfaces (UIs) of DSPs empower media professionals to truly bid on the right impressions at the right time. The problem is the process isn't streamlined: full access comes from using many platforms. It makes the programmatic marketplace inefficient. There are huge ad tech opportunities for centralizing programmatic buys into a single platform.
  • Rapid Growth Of RTB Still Comes Down To Data
    According to eMarketer, RTB now serves as the dominant transaction method of programmatic buying, accounting for more than 90% of digital ad dollars in 2014. However, there is a shift occurring with RTB that will have an impact on the future of the media buying market.
  • Pulling Back The Curtain On In-House: Let's Do The Math
    Assessing programmatic financials has never been more important. Programmatic is quickly pushing marketers into marketing technologists, and permanently turning Mad Men and Women into Math Men and Women. These "marketologists" are rightly asking questions that can only be answered by breaking down programmatic math: Where is my money going? What am I really getting? What am I not getting? So let's shed some light on these questions by asking one big question: How large and sophisticated does my programmatic advertising program have to be to justify bringing it in-house?
  • Will Programmatic TV Go Mainstream This Year?
    We hear industry pundits assert that 2015 will be the year of the connected TV, with some 138 million units of Internet-enabled television units (25% of all sets) forecast to ship to consumers, according to one estimate. If that's the case, one can't help asking: Will programmatic TV also go mainstream this year? Or put another way, will advertisers follow consumers as they consume TV content in digital channels?
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