If you ask me, that's where the real controversy should begin -- not with the duration-weighted impression, or common denominator -- but how value is assigned to them, because that's where the winners and losers will be made.
Watch for interest in cryptocurrencies to spike this week in the media industry, if not the ad biz as Facebook releases a white paper outlining its plans for investors and other stakeholders. The coin, which reportedly will be called "Libra," is expected to be backed by a consortium of financial and transactional partners, including Mastercard, PayPal, Uber, Visa and other members of The Libra Association.
As the rate of expansion of programmatic media-buying begins to decelerate, the focus is shifting to how vs. how much. That's the conclusion of the 2019 edition of the latest edition of Magna's semi-annual "Programmatic Report." Yes, the report continues to size the growth of the programmatic marketplace, noting that while it continues to expand at double-digit rates, it will only expand 18% this year vs. multiples of that only a few years ago.
In what appears to be a political media-buying first, the majority of digital buys made during the run-up to the 2018 midterm elections were bought programmatically.