• Why More Brands Are Buying Digital Ads In-House
    It's been predicted for years, and now it's happening: Major brands are turning away from agencies and building in-house advertising teams. Even Apple is now getting in on the in-house action. And don't think programmatic buying is being left out. The Wall Street Journal recently devoted a full article to the rise of programmatic buying in-house. The article highlighted the growing concerns brands have about transparency at agencies. But if transparency is a big part of the story, it's not the full story. When I talk to brand marketers about the pros and cons of taking programmatic buying in-house, this …
  • Desperately Seeking Susan -- And Programmatic Validation
    In the mid-'80s, Madonna was on top of the world musically, but wanted "desperately" to be validated as an actress. Programmatic advertising is on top of the digital media landscape for direct response now with more than 200% growth, but "desperately" wants to be recognized for premium or brand advertising. Many of the top thought leaders and digital media CEOs believe brand ad dollars are not going to continue non-linear growth until premium programmatic is validated. The following four areas need to be addressed to validate premium programmatic in the marketplace:
  • Evolution For Programmatic: Time To Cut Waste
    With programmatic gaining massive traction, industry participants are justifiably taking a hard look at whether it is delivering on its significant promise. Recent commentary has attempted to call into question the very efficiency of the process. Admittedly, there are issues, and while we can fix them, we have to first agree that it's time, and that we're willing to act. One issue in particular is critical: waste. In this context, that means the impressions marketers pay for that will never accomplish their objectives. When we eliminate waste, we allow marketers to focus on exciting aspects of programmatic media buying such …
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