Late last week MediaPost Editor-in-Chief Joe Mandese took part in a viewability chat -- aptly named #viewabilitychat -- on Twitter. The chat featured questions asked by Varick Media Management, with a handful of industry players -- including Varick's Jim Caruso and Ben Lewis of AppNexus -- participating.
Earlier this year, projections from IPG Mediabrands' Magna Global noted that "programmatic TV" spend would top $10 billion in the U.S. by 2019. Now new estimates give us a look at what the worldwide programmatic TV market could look like before the decade closes.
Programmatic advertising is obviously top of mind for many in the digital ad industry, but not all ad agencies are convinced the tech properly executes ad buys.
"No more humans [are] needed in advertising," this morning's pitch read. "With the Ad Creator, you can create top-of-the-line advertising in under 60 seconds." You can probably take off early today.
While many of the public ad tech companies were down big at the start of the day -- along with the rest of the market -- they navigated the waters fairly well. In fact, a few of them are already trading ahead of where they were prior to Monday morning's sharp decline.
When it comes to where programmatic display ads are being served, new data from AppNexus reveals that marketers are still catching up to consumers on mobile devices. About two-thirds (64%) of the campaigns run on AppNexus' platform during Q2 2015 targeted desktop Web users, while 47% targeted mobile Web users and 32% attempted to reach mobile app users.
Forget the purported 15-year-old that's "running" for president. There's an actual independent movement happening that has the potential to influence the 2016 election and, perhaps more significantly, future elections. It comes in the form of programmatic ad tech.
Time-based metrics as a currency just took a step forward. Facebook this week rolled out a metric new to the Canadian market that tracks consumers in a unique way: How long does it take for them to respond to an ad or a post?
New doors are opening in the TV space thanks to data-driven ad tech. Rex Briggs, founder and CEO of Marketing Evolution, believes programmatic TV tech -- which may be better termed "data-driven TV" -- is growing the pool of people that can participate.
Don't expect the video/TV marketplace to evolve into the kind of openly biddable marketplace that display has developed with open RTB. That was the consensus of "programmatic video" panel discussion kicking off the Programmatic Insider Summit in Lake Tahoe Monday morning.