With 2014 right around the corner, many programmatic media-buying experts are eager to share their predictions. 2013 was a big year in the space - heck, RTM Daily didn't even exist at this point last year - but not just in display. It took hold in mobile, video, social and has started to gain traction in the out-of-home world. But what's going to happen in 2014? See inside for some predictions on the future of programatic media-buying.
Adweek recently reported that Apple is building a real-time bidding (RTB) platform to sell ads via iAds, but the specifics of such an exchange were not revealed. Reading between the lines, I see a company that supplies multiple media devices and services -- Apple TV, iTunes Radio, phones, computers, etc. -- all with a single login. A company like that can ditch cookie-tracking methods because the consumer is trackable on all -- or most, at least -- of their devices simply by being logged in. Could this create the "walled gardens" Dave Helmreich, Neustar's vice president of media and advertising, …
Ad technology company IPOs were aplenty in 2013, and rumors of more in 2014 are circulating. One such company primed for a 2014 IPO is LiveRail, which TechCrunch reported in early December. LiveRail's co-founder and CEO Mark Trefgarne spoke with RTM Daily about a potential LiveRail IPO and ad technology IPOs in general. Why have we seen so many? Why do companies want to go public? Which will we see more of in 2014: IPOs or M&As? See his thoughts on this interesting topic.
The advertising technology space would be well served in learning a lesson from Aesop, a person that existed long, long before real-time bidding (RTB). The lesson I'm referring to comes from the fable The Tortoise and the Hare. You know, the one where the hare is all speedy and the tortoise is not, but the tortoise still wins?
Dave Helmreich, Neustar's vice president of media and advertising, thinks some privacy issues can't be overlooked when it comes to life after cookies. He also questions the validity of "the cookie's demise" and warns that should mega-monopolies form in the shape of Googles and Facebooks, it could spell the end of some third party providers.
Last week I posted an article exploring programmatic's place in place-based media. In it, I stated my belief that, while programmatic trading does exist for place-based media, I don't think it will command a significant portion of budget until programmatic improves in channels like display and mobile. But Jeremy Ozen, co-founder of Vistar Media, a location-based video ad platform for programmatic traders, doesn't believe that has to happen first. He shares his thoughts on the topic below.
One of the more interesting topics raised in the real-time marketing report the Altimeter Group released today was bad real-time marketing. I've used this space to complain about bad real-time marketing in the past, but this particular report brought up something I had overlooked: bad real-time marketing, not because the creative was bad, but because the timing was downright insensitive.
Private exchanges have very publicly become a strategy of note this year for programmatic traders, but what kick-started that path of growth? Victor Milligan, chief marketing officer of Nexage, suggested that publishers may not be solely responsible - or even the primary factor - for the adoption of private exchanges. He said, "The fundamental catalyst for private exchange success is the diversity and strength of buyers."
See yesterday's RTBlog post for the overall concept of the "complex." The reason for today's post was a comment made on the initial post by Morten Pedersen, Founder and Chairman of Glue 2020, who opined, "All true - except Wall Street offers much greater transparency than Madison Avenue. Scary really..." As you might expect, I agree 100% with Pedersen, and have been ruminating on another idea for sometime, but don't think I've ever actually written about it until now. And that is that it may be time for Madison Avenue to become as transparent as Wall Street.
For the record, you can say you heard the term here first. I can find no reference of it being used before, and Google has no query results for that exact term. What does it mean? Like the "military-industrial complex" I'm drawing from, it's the idea that there now exists an incestuous and self-perpetuating monetary and policy relationship between the advertising and financial industries that are simultaneously influencing each other. It's part of the underlying thesis behind RTM Daily and how we cover the rapidly evolving programmatic marketplace, especially exchanges and trading that emulate, if not exactly mimic Wall Street's.