The juiciest bit of Magna Global's latest programmatic advertising report is undoubtedly the projection that programmatic TV will account for 17% of television ad budgets, or $10 billion, by 2019, but it's far from the only tidbit of information. One of the underlying themes of the report: The arms race ad tech platforms have taken up against one another in a bid to offer marketers the best one stop shop on the block. This chest-thumping match has in turn influenced what marketers look for in tech partners, suggests Magna.
Is the novelty of programmatic wearing off? The topic still piques the interest of buyers, sellers and everyone in between -- but some of that rose-colored tint could be fading. A recent report from the Winterberry Group and Direct Marketing Association (DMA) notes that enthusiasm about the future of data-driven marketing is at its lowest point in two years.
Brand marketers are putting programmatic to good use, but they may not be putting it to use well. Just under half (40%) of programmatic spending goes toward branding campaigns, per a new Econsultancy report produced in partnership with Quantcast, but there are some barriers preventing even more investment. The finer details of the "barriers" are below, but here's the connective tissue: Marketers are still unsure how they should carry out programmatic campaigns. This creates a problem, because it's one thing to use the technology, but it's another thing entirely to use it the right way.
Programmatic television has been picking up steam in recent months. Supply-side platforms supporting automated TV selling have been cropping up and raising funds, an entire programmatic TV marketplace was launched last month and the overall vibe surrounding "programmatic TV" has increased. MediaPost had an entire conference dedicated to the topic during Internet Week New York last week. 'Real-Time Daily' spoke with Mike Zeigler, VP of operations at Cox Media -- one of the largest broadcasting companies making noise in the space -- about programmatic TV.
There probably isn't a more cluttered and confusing part of the media marketplace right now than the technology supply chain. Check out this Lumascape-like chart making the rounds this week. But the suppliers who are succeeding most are the ones that are not making things more complicated, but making it easier for people to buy, sell and trade media more efficiently and based more on the outcomes they are trying to achieve. One of them is Centro, a scrappy tech supplier servicing the mid-tail of the media buying world -- the smaller, regional and mid-size agencies not affiliated with Madison …
In the programmatic ad-buying world, audience data has become increasingly important. And that's because one of the promises of programmatic is the ability to decouple your audience from specific content. Yes, content still matters. But programmatic tech, in theory, allows your to follow your audience everywhere -- not just where it's obvious. In order to do that effectively, marketers need a trove of audience data. That's part of the reason that data has been called the new currency by some.
Programmatic television is slowly taking shape -- with nearly everyone involved in data-driven TV ad-trading hammering home how early in the process it is -- but new data suggests the application of programmatic technologies to TV is occurring in an entirely different way than it did in the digital display world.
Pixalate, a real-time analytics platform, on Tuesday released the latest edition of its "Global Seller Trust Index" -- an index that ranks over 400 sellers by quality of ads sold via real-time bidding (RTB), accounting for things such as inventory quality, viewability rates and fraud rates. The updated index -- which looks at data from April 2015 -- also includes several new features, including a malware score (measuring how much malware risk there is with each individual sellers) and an entirely new section that breaks down each seller by IAB-defined verticals.
Just one week after getting scooped up by Verizon for $4.4 billion, AOL has already taken steps to up its mobile ad tech game. The company this morning announced it has expanded its app-focused ad tech, allowing marketers to target mobile app users and subsequently attribute how ads from other channels -- including TV, mobile and the Web -- impact mobile app campaigns.
It has only been two weeks since the Media Rating Council (MRC) issued its first guidance for a "mobile viewable" impression, but the ripple effects are already visible. Just days after Millennial Media, a mobile programmatic exchange, announced it would guarantee marketers full viewability on mobile in-app ad campaigns, mobile ad tech firm Juice Mobile has made a similar promise. Juice has announced it will offer 100% viewability for both in-app and mobile Web ads.