- Digital Video Has Entered the Ring in
Online Video Daily on
12/28/2015
Digital video has been training in the background and is now poised to give TV a good fight in the coming years.
- What We've Learned From Nearly A Decade of Audience Buying in
Real-Time Daily on
08/06/2015
Conversations today focus heavily on how marketers can make better use of firs- and third-party data to reach consumers across their devices, in real-time, wherever and whenever they engage.
- Why It's Time to Step On The Scale in
Programmatic Insider on
05/12/2015
Although we're only in Q2 of 2015, we're already seeing a trend take shape that will impact our industry like never before: scale. While much of our industry's recent history was built on the back of
data, we're now seeing that it's not enough to have data unless you have data at scale. Those companies that don't have data at scale won't be able to reach new and existing customers in an effective
manner. Here are a few topics marketers, publishers and agencies alike should consider as they begin to evaluate the world of scalable data:
- Rapid Growth Of RTB Still Comes Down To Data in
Programmatic Insider on
03/19/2015
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.
- Digital Marketing In 2015: Mobile, Data And RTB Hype in
Programmatic Insider on
12/15/2014
As digital marketers plan and prepare for next year, here are some predictions on what to watch out for in 2015.
- Navigating The Holiday Season's Bidding Frenzy in
Programmatic Insider on
10/23/2014
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 can do
to make sure you reach your customers with the right campaign at the right price.
- Sizing Up RTB's Value For Large And Small Businesses in
Programmatic Insider on
09/15/2014
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 to be delivered to the right users in real-time using dynamic pricing models.
- The Simple Side Of Programmatic in
Programmatic Insider on
07/24/2014
Despite the momentum from many major players in the marketing space, recent research by the Association of National Advertisers (ANA) and Forrester Consulting found that more than half of the
marketers surveyed didn't understand programmatic well enough to buy and execute campaigns with it. Further, just one-quarter of U.S. client-side marketers understand and are using programmatic
technology.
- The Value Of Creative Messaging In Our Real-Time World in
Programmatic Insider on
06/08/2014
According to the October 2013 report from Magna Global, it's estimated that worldwide programmatic ad spending and RTB will hit $12 billion this year. The growth in RTB is mostly driven by the
ability for marketers to segment their audiences and target them effectively using all types of data from site visits to CRM and search data. When you apply automated buying and data to the actual
creative, the message becomes extremely relevant to the end user, and, in many cases, will differ from consumer to consumer. Changing the creative elements of an ad is most commonly referred to as
dynamic creative.
- The Age Of Automation in
Programmatic Insider on
05/08/2014
Automation is the name of the game. For the marketing industry, automated technology has been illuminated through the recent rise of programmatic buying and RTB technology. As a result, everyone in
the ecosystem -- from marketers to ad agencies, publishers and ad tech companies -- has experienced massive shifts in their products, whom they hire, and how they buy media, value an impression, and
reach an audience. While RTB technologies and programmatic buying continue to fuel the momentum behind marketing automation, common themes are being called into question.