Articles by Jonathon All articles by Jonathon
- The Performance Attribution Of 'Programmatic' in
Programmatic Insider on
08/15/2013
In my previous article, "The Problem with Programmatic," I discussed the importance of adopting universal standards across the advertising value chain, in order to continue adding value to brands. Today, let's take that one step further and discuss why certain attribution models wreak havoc on performance marketing campaigns.
- The Problem With 'Programmatic' in
Programmatic Insider on
06/18/2013
As a follow-up to my previous article on "The Premise of Programmatic," I'd like to discuss some of the key problems of programmatic advertising and how they prevent the expansion of the quality and size of the overall market for programmatic transactions.
- The Premise of "Programmatic" in
Real-Time Daily on
04/17/2013
Ask 10 different industry ad tech influencers for the definition of "programmatic" today and you'll get 10 different answers, including the popular misconception that programmatic is synonymous with real-time bidding (RTB). While there are many flavors of programmatic advertising, let's take a step back and establish a common foundational definition. At its core, programmatic refers to the automation of a series of activities related to the buying and selling of digital advertising. This includes some or all of the following elements: placing the insertion order, delivery of and testing creative tags, pacing of day-to-day delivery, and the actual delivery of impressions, as well as billing and remittance activities and inventory performance analysis. These activities holistically enable advertisers and publishers to buy and sell efficiently at scale.
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