Brian Nadres

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• The Rise Of Audience-Powered DSPs in Programmatic Insider on 11/23/2015
  

  DSPs have evolved and have become much better at targeting people than just buying media. This shift to a tool focused on audience targeting rather than operational efficiency has led to the birth of audience-powered DSPs. These DSPs are built on top of a publisher or vendor's proprietary first-party audience data as the primary mechanism for serving ads.

• Does Programmatic Media Work? Prove It! in Programmatic Insider on 09/11/2015
  

  As usage grows and as more people learn about how it works, brands are starting to question the true value of programmatic media. Lower viewability, higher ad fraud, and more remnant inventory relative to directly negotiated buys are a few sources for doubt. All these factors have caused some brands to question if programmatic media actually helps to drive conversions - or if conversions would have been there without it.

• Transforming Media Planners Into Programmatic Strategists in Programmatic Insider on 08/10/2015
  

  Media planning agencies know that programmatic media needs to be ingrained throughout their organizations. As a result, agencies have been working with DSPs and digital consultants to teach their staff how to plan and buy programmatic media. This type of operational training introduces the mechanics of programmatic media, but it doesn't change the core behaviors of media planners. They are unprepared to deal with a channel that is dynamic and requires constant attention. Agencies need to push for more active behaviors that will transform their media planners into programmatic strategists and buyers.

• Can Viewability Co-Exist With Programmatic Media? in Programmatic Insider on 07/16/2015
  

  Viewability continues to be one of the biggest media buying concerns for advertisers. And while the IAB has set a 70% viewability threshold for measured impressions to guide advertisers, achieving this is unlikely for programmatic media. The big reason this threshold won't stand up in programmatic media is because most inventory that hits the ad exchanges is remnant, non-premium real estate, which may have a lower likelihood of being viewed.

• Planning A Programmatic Practice: How-Tos in Programmatic Insider on 07/08/2015
  

  More media planning and buying agencies are building their own programmatic capabilities. This development is driven by brands looking for more transparency into their current programmatic buys, most notably into fees, strategies, viewability, and ad fraud. There are three questions agencies should ask before starting their own programmatic media practice.

• Audience Data 2.0 in Programmatic Insider on 06/25/2015
  

  The advertising industry has been using audience data in digital media for about a decade. In that time, we've discovered one ultimate truth: first-party data is king. For instance, retargeting is usually the best digital tactic on direct-response campaigns, while third-party data helps to provide scale but doesn't perform nearly as well. And with the proliferation of programmatic media, advertisers have new ways of leverage their first-party data. Enter audience data 2.0.

• Why Doesn't My PMP Work?  in Programmatic Insider on 05/26/2015
  

  PMPs bring us closer to the vision of programmatic media: bidding on the right impression at the right place and time. Unfortunately, performance has been inconsistent. It's left some advertisers confused, asking, "Why doesn't my PMP work?" It's easy to get discouraged and give up on PMPs. But advertisers need to be diligent about managing PMP deals to make them successful.

• UI Fatigue: The Need to Centralize Programmatic Access in Programmatic Insider on 03/27/2015
  

  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.

• Can Viewability Co-Exist With Programmatic Media? in Programmatic Insider on 03/02/2015
  

  Viewability continues to be one of the biggest media buying concerns for advertisers. And while the IAB has set a 70% viewability threshold for measured impressions to guide advertisers, achieving this is unlikely for programmatic media. The big reason this threshold won't stand up in programmatic media is because most inventory that hits the ad exchanges is remnant, non-premium real estate, which may have a lower likelihood of being viewed.

• Planning A Programmatic Practice: How-Tos in Programmatic Insider on 01/27/2015
  

  More media planning and buying agencies are building their own programmatic capabilities. This development is driven by brands looking for more transparency into their current programmatic buys, most notably into fees, strategies, viewability, and ad fraud. There are three questions agencies should ask before starting their own programmatic media practice.

Comments by Brian All comments by Brian

• The Rise Of Audience-Powered DSPs by Brian Nadres (Programmatic Insider on 11/23/2015)
  

  Seth - You are absolutely right.  Twitter is definitely a big one worth noting and also beginning to push their new self-service platform pretty strongly.

• The Rise Of Audience-Powered DSPs by Brian Nadres (Programmatic Insider on 11/23/2015)
  

  Hi Henry - Thanks for your comment.  You're right in that it could be called a DSP/DMP combo but what takes it a step further from your typical combination is that the DMP provides access to "second-party" data from entities with a large source of proprietary first-party data (i.e. Facebook, Google, Amazon, and Verizon).

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