The Centro study found that 81% of marketers plan to bring at least some of their programmatic advertising in-house over the next 12 months, while 59% said they will no longer outsource their programmatic media-buying to a third party by next year.
RTBlog was originally conceived to discuss the passage of time, specifically how advertising, media and marketing is affected by technology, data and platforms enabling it to occur in "real-time." So it's fitting, coming into a new year, to mark some passage of time -- past, present and future. Our marketplace's most recent past has been dominated by two players -- Google and Facebook -- and according to the present outlook, they will only become even more dominant in the not-too-distant future.
A year after the Association of National Advertisers benchmarked programmatic media-buying among the nation's largest advertisers, the percentage who say they have brought it in-house and are reducing the role of their agencies has more than doubled. That's the top line finding of the 2017 edition of "The State of Programmatic Media Buying," released this morning by the ANA.
Six months after the Interactive Advertising Bureau's Tech Lab released final specs for ads.txt, the programmatic supply chain is embracing it as a minimum standard for filtering inventory. Since RTBlog first reported on a Pixalate tracking study of publishers incorporating ads.txt, the number has grown from 3,523 in September to 5,3390 currently.
For all the industry debate surrounding its potential for fraud, lack of brand safety and other unsavory outcomes, programmatic media buying continues to represent a significant engine of expansion for the digital media marketplace, according to year-end advertising forecasts released this morning by major ad agency forecasters.
Blocking ads isn't new, but the rapid rise of browser-based ad blockers caught many advertisers and publishers by surprise. Now some interesting solutions are beginning to emerge that use analog media. In what may be the first campaign of its kind, European online bank Boursorama Bank has been running ads in French newspapers explicitly targeting online ad-blockers.
There's something ironic about a plan announced this morning by a consortium of local TV broadcasters to develop a standard interface to accelerate electronic trading with advertisers and agencies. The irony is that electronic media trading began with local broadcasters and it is now coming full circle. Remember "electronic data interchange"? How about "eBiz"? Not that either? Well, those were the ad industry's earliest attempts to trade media electronically -- beginning with avail requests and on through invoices, verification and on through payments and posting.
In an unusual -- maybe even unprecedented -- move, Fox News personality Sean Hannity is rallying his fans to attack a brand that dropped support for his show. In a series of tweets, Hannity has been encouraging fans who share tweets, social media posts and videos trashing Keurig coffee makers in retribution for Keurig dropping its sponsorship. That came after Hannity appeared to support Republican Senate candidate Roy Moore, accused of sexual activities with underage girls.
A few months ago, John Piccone returned to Simulmedia to serve as its president and Chief Revenue Officer after a one year sabbatical at Innovid. Piccone, who has been with Simulmedia since its inception -- and with founder Dave Morgan during his earliest digital pioneering days -- now oversees a company that both buys and sells its own audience network, as well as licenses the power of its proprietary granular TV audience targeting system to advertisers and agencies. In the following Q&A, Piccone explains how the marketplace has been evolving and why it's finally time for TV advertisers to buy, ...
If you're like me, you've probably been scratching your head to divine the master plan behind a series of curious diversification plays made by TV, radio and digital audience measurement firm Nielsen over the past several years, including some big acquisitions and strategic partnerships. While it was clear that Nielsen has been hedging against digital disruption that would make its core panel-based TV ratings less relevant, it wasn't until its national fall client meeting last week that the signal started to become clear.