The Drum today posted an article detailing "the pros and cons of in-house affiliate management." The article wrote, "Change is necessary for the survival of any industry, and this is no more accurate than in the performance marketing space. As advertisers become more digitally savvy, technology solutions providers are stepping in to shake up the conventional affiliate models the performance marketing industry has, until now, relied upon."
MediaPost Agency Daily yesterday reported that Hershey's "has consolidated its global media agency account with Interpublic Group's UM." A week ago, Interpublic created the Magna Consortium to automate buys across multiple channels. Portada wrote that sources of theirs at UM/Mediabrands Miami said that "Hershey's will be included in the recently announced program (the Magna Consortium)."
John Barnes, chairman of the Association of Online Publishers (AOP), told The Drum that he believes "publishers should follow in News Corp's footsteps and embrace private exchanges to wrestle back control of digital ad trading."
"Real-time bidding, or 'programmatic buying' as it is sometimes called, is remaking the online ad industry with its approach of matching supply and demand of ad inventory in real time against the attributes of any given viewer," Tech News World wrote. "Now this trend is starting to creep into how mobile ads are delivered."
"With more transparent buying at the URL level via real-time bidding (RTB), and a renewed interest in native advertising...it will be very hard for publishers to generate fictitious traffic and fool the buyer," ClickZ wrote today. The article discusses the "renewed interest" in quality inventory - which includes suspicious-free inventory - and how RTB and transparency could be the keys to finding what the article calls "the true value of media."
The Drum reported today that the Department of Transport is using Infinity+, BlisMedia's real-time bidding (RTB) platform, to spread the word on their 'THINK!' campaign, an anti-drunk driving initiative aimed at males aged 18-29.
IMedia Connection posted an article titled: "Why Every Planner Wants To Be A Programmatic Buyer." They write that the glory days for media buyers are gone and that media buying has gone "geek." "Sure, all of this technology can be daunting at times, even for the true pros. But the good news for media buyers is that the same technological wave that brought them real-time bidding and retargeting has also led to much smarter reporting tools. And smarter reporting means that media buyers can spend more time discussing valued-added tasks, such as optimization tactics or creative alignment with the client's …
Econsultancy has posted an article covering "the mechanisms that underpin programmatic." The article spells out the basics of programmatic without hyperbole, and writes that "RTB technology [has effectively removed] the need for multiple ad networks, who were in reality selling overlapping publisher inventory on pre-agreed terms."
"The convergence of real-time bidding and public relations is inevitable," according to aimClear founder Marty Weintraub. In an article posted today on B&T, Weintraub reportedly said that PR "can use data via DSPs or exchanges to brand at scale with much greater granularity" than before.
"Advertising at its heart has to appeal both rationally and emotionally. We'll never be entirely automated as an industry - because human's aren't," wrote Lindsay Pattison, CSO of Maxus Global and CEO of Maxus UK, in The Guardian. She does write that the human's role is "evolving," but also believes that the "human touch breathes life and context into campaigns in a way that exchanges alone can't achieve."