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.
For programmatic to truly lead all forms of digital marketing, data experts -- or what I refer to as "data doctors" -- need to lead the industry in a complicated digital world. This includes simple data experts who can talk directly with their brand patients. Today's data doctors are without borders and have their own horizontal or vertical specialties.
With its Walmart Exchange platform, the company is focusing on leveraging its consumer insights and data to help drive in-store sales. Let's not forget, 95% of retail purchases still happen inside a store. So it's refreshing to see Walmart put its programmatic capabilities to work in a way that will drive real-world purchases and revenue.
In the 1980s, the TV movie "The Day After" provided a glimpse of the world in the wake of a potential nuclear war between the Soviet Union and the U.S. The movie's view of a post-apocalyptic world scared me as a child, since at the time the potential for the scenario to occur was all too real. Lately, you can hear tinges of a similar, over-exaggerated fear coming from online marketers as they describe a future without cookies. Mobile Internet consumption and tighter regulations are making the cookie less important, but marketers shouldn't fear. The post-cookie world isn't post-apocalyptic. Instead, ...
Mount Rushmore National Memorial is a sculpture carved into the granite face of Lakota Sioux near Keystone, S. D. The iconic symbol of leadership and greatness was created in order to promote tourism in the region. Today, we have our own pioneers and leaders in programmatic brand advertising who could create a virtual Mount Rushmore. Let's look at each of these individuals in detail.
Running programmatic campaigns for CPG brands has helped us learn a number of lessons on what works best. Here are seven of the most valuable lessons we've learned.