• Why Programmatic Needs Creativity
    Programmatic has mainly been viewed as a media agency thing, with creative agencies remaining on the sidelines. VCCP founder Charles Vallance told Marketing Week that “Creatives want to create one unifying idea for a brand, although that might have a lot of expressions. Something that can bring people together, not just appeal to a specific demographic of people aged 20 to 23. They want to create one big Star Wars-type idea, not 78 versions of it,” he explained. One challenge facing creative agencies is how to think more about how their content can work in a world that's increasingly shifting …
  • Mobile Company Three Will Launch Mobile Ad-Blocking Trial
    Mobile service provider Three will block advertising on its network for a day-long trial in June. In February, the company said it wanted to give its customers more control, choice and greater transparency over the ads they received. But the Internet Advertising Bureau  said Three's approach was too "broad" and would harm businesses. Three said it was exploring ad blocking on its network because ads count towards customers' mobile data charges, rather than advertisers taking on the cost; some advertisers "extract and exploit" customer information, and customers don't always receive relevant ads and have their browsing experience "degraded by excessive, …
  • Why Use CRM Data In Programmatic Media Campaigns?
    Econsultancy says programmatic and CRM data work well in tandem. With programmatic, consumers are recognized by a cookie that offers advertisers their demographic, past behavior, location, and device. This information enables advertisers to serve appropriate, targeted advertising. However, CRM or first-party data is often not integrated with programmatic media spending. By integrating CRM data into the programmatic spend, efficient, more finely honed targeting is possible.
  • Programmatic Adoption By APAC Marketers Is On The Rise
    Programmatic adoption by Asia Pacific (APAC) marketers is on the rise, according to a study conducted by Forrester Consulting titled “Programmatic: The shifting paradigm of digital marketing." CMO Innovation reports that the study, commissioned by MediaMath, found that 41% of senior marketing professionals in APAC have already adopted programmatic buying, with Australia (48%), Singapore (46%) and Japan (45%) ranked as the most mature markets for it. "The survey also showed that more than half of marketers in the less mature countries, such as India (52%), Malaysia (58%), and Indonesia (56%), are either planning to adopt or are currently evaluating whether …
  • Some Publishers Blazing Trail With Still-Nascent Attention Metrics
    AdExchanger's Allison Schiff reports that some publishers are beginning to embrace attention as a metric. For example, the Financial Times conducted a study for several months in 2014 with five brand clients to measure the impact on traditional brand recall metrics of time spent engaging with ads. "Using Millward Brown to quantify the results, the FT found that when active users were served 100% viewable ads for five seconds or more, brand lift increased by 79%, while familiarity went up by 55%, brand association grew by 51% and brand consideration saw a 58% boost." Apparently, “Attention is the key, not …
  • Google Now Controls 12% Of All Global Media Spend
    Alphabet—Google's holding company—is the world's largest media owner in the world, according to a report from Zenith Media. Alphabet controls 12% of all global media spend, which comes mostly from Google and YouTube's ad sales. The company gets $60 billion in U.S. ad spend—a figure 166% larger than No. 2 ranking The Walt Disney Company. By contrast, Google's ad revenue was 136% larger than Walt Disney last year. Alphabet's overall ad revenue is up 17% year-over-year. Comcast, Twentieth Century Fox and Facebook comprised  the top five media owners in Zenith's "Top Thirty Global Media Owners" report. Google, Facebook, Baidu, …
  • Google's No Longer Restricting AdWords Demand
    AdExchanger's Sarah Sluis reports that Google is breaking down the walls on AdWords demand. Now, Google's large group of search ads buyers will be able to use other exchanges when they need to find consumers for retargeting campaigns. Sluis reports the change was "buried in a blog post about mobile innovation Tuesday. The change makes Google far more open, benefiting buyers, itself and partner exchanges. Fewer walls in any marketplace usually mean it will run more efficiently, said Michael Stoeckel, a publisher operations strategist with Prohaska Consulting."
  • Facebook Will Serve Ads To Non-Users Through Its Audience Network
    Facebook will expand its Audience Network, which serves ads on apps and websites beyond its own, to reach people who don't have Facebook accounts or aren't signed in, according to a report in Ad Age. "Previously, Facebook Audience Network could only serve ads to signed-in Facebook users. That played well enough to one of Facebook's strengths with marketers: It knows exactly who is seeing its ads, on its properties or elsewhere, and an awful lot about them.  But Facebook was still getting valuable information about non-users whenever they visited sites with Facebook technology -- …
  • RIP FBX: Facebook Will Shut Down Its Desktop Retargeter In November
    AdExchanger's take on the demise of the Facebook Exchange (FBX). Matt Idema, Facebook’s VP of product monetization, told the publication: “FBX was built as a retargeting tool for desktop and, over the years, consumer use of Facebook has shifted more and more to mobile." AdExchanger notes that in 2012, mobile contributed 41% to Facebook’s $1.6 billion ad business. In its latest earnings call, mobile was 82% of its $5.2 billion ad revenue. As Facebook focused more on mobile and products like Dynamic Ads which has native mobile ad formats, “These capabilities have worked really well for clients that want to …
  • Semcasting Announces Support For Advanced Online Healthcare Marketing Services
    Semicasting, a provider of a patented data management platform (DMP) called Smart Zones, on Wednesday introduced a HIPAA-compliant health data suite. Semcasting's Healthcare Market Data Suite combines billions of healthcare service transactions with automated propensity models to score the U.S. population using data sourced from the CDC, Prescriber Data, Physicians & Group Practice data, Medical History Data & Drug Lists, and the U.S. Food & Drug Administration's NDC system of classification. The Semcasting data scores consumers and maps more than 800,000 active providers and 255,000 hospitals, clinics, laboratories, and offices to services and patients. The top procedures, remedies, drug therapy …
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