It makes sense that programmatic would emerge as a viable solution for cannabis brand marketers to target consumers in a regulatory-compliant way.
The practice, which effectively cached and kept reusing an advertiser's bid request until it yielded a win, was a short-term boon for Index Exchange, which started using it without anyone's knowledge. Well, it's back -- but now fully transparent, and being tested by OpenX as part of advertisers' private marketplace deals.
Despite the emergence of a Golden Age of data and ad tech, the ad industry still has fundamentally valued media either on an "opportunity-to-see" or a performance basis.That's about to change as several key developments begin shifting the industry to measuring what has actually been seen or heard, and perhaps most importantly, what people actually paid attention to.
Dueling programmatic forecasts were released this morning by Publicis Media's Zenith and eMarketer. Either way, programmatic is now nearly 85 cents of every display ad dollar purchased in the U.S.
A consensus has emerged that first-party data -- especially the kind collected by digital publishers to identify their users -- is emerging as the logical replacement solution to digital 1.0's browser cookies. Getting there is an ongoing process that will require some ingenuity and innovation. The truth is that we're in a transition period from one world to another, and the current marketplace is more of a hybrid solution of browser cookies, when and where they still work, and efforts to organize a critical mass of publishers' first-party user identification data, which for all intent and purposes, is a publisher-side ...
There was some interesting math in what The Trade Desk presented to investors, analysts and the press in last week's Q3 earnings release. No, not its actual earnings, which remain healthy despite some tepid international growth, but in the dimensions it uses to describe the ad experience the average consumer is exposed to daily.
More than half of consumers now expect a brand to respond to a crisis within an hour of it becoming public, while more than a third expect brands to respond within a half hour.
Madison Avenue loves bemoaning its love/hate relationship with digital's big "walled gardens," which hold the access to audiences as well as the means of targeting them, and it looks like they're poised to let the same thing happen with the next generation of TV.
MONTAUK, NY -- Media companies are using free or discounted access to attract new subscribers, but it is the underlying value of data that can be used to market or re-market to them that is perhaps the greatest potential asset.
For those of you still trying to get your arms around attribution modeling, you can forget about it -- at least the current versions representing a litany of black boxes all claiming to provide the elusive Holy Grail for understanding your return on media investments. That's because we are entering a second generation that will provide standards, accountability and a common language for the inputs and outputs of industry-sanctioned models in what might well be called, "attribution 2.0."