• Excuse Me For Being Direct, But So Will You
    The IAB released a new report at its annual Leadership Conference Monday listing "250 direct brands worth watching" -- companies conceived 100% on the basis of direct-to-consumer digital media access. This means more than just having commerce-based websites, but also leveraging an entire digital ecosystem to promote, be discovered, generate leads, trial, conversion -- and, most important, relationships with consumers.
  • Attribution Got You Scratching Your Head? This Should Help
    Modeling has been a part of media planning, buying, research and analytics as long as there have been computers to model the effects of media. But the availability of real-time data has shifted the industry's focus from regression models that looked at historical data to understand current and future patterns to ones that process real- or near-time data to attribute which pieces of the media mix are performing best. Last week, CIMM released a study that attempts to tame the burgeoning field in a simple, easy-to-reference way. The report, which was compiled by attribution and modeling experts Sequent Partners, organizes ...
  • My Esteem For A Token
    On the eve of tomorrow's Forecast conference in New York City, I've been prepping my "2023" panel and all the obligatory near-future hot buttons that have come up in our preliminary discussions -- privacy/GDP, voice/search, AI, etc. -- but the one that has me thinking the most about the future of programmatic trading is blockchain and the prospects for creating a transparent, open ledger for trading "human attention."
  • Can You Hear Me Now: MRC Finalizes Digital Audio Ad Standard, Will Tackle 'Audibility' In The Future
    Few metrics have defined value in the digital marketplace as much as the concept of "viewability." Late last week, the Media Rating Council released standards for audio-only digital ads that have nothing to view. But don't expect the standards to set a new industry benchmark for "audibility," because that's still in the eye -- er make that ear -- of the beholder. "In today's digital audio measurement, audibility is considered to be an imperfect analogy to the 'opportunity to see' proxy that viewability is in other digital measurements," the Media Rating Council explains in the final version of "Digital Audio ...
  • Media-Buying Continues To Migrate In-House Thanks To Programmatic, 'Control' Is No. 1 Reason
    The Centro study found that 81% of marketers plan to bring at least some of their programmatic advertising in-house over the next 12 months, while 59% said they will no longer outsource their programmatic media-buying to a third party by next year.
  • Happy New Year: What's Old Is Big 2 Again!
    RTBlog was originally conceived to discuss the passage of time, specifically how advertising, media and marketing is affected by technology, data and platforms enabling it to occur in "real-time." So it's fitting, coming into a new year, to mark some passage of time -- past, present and future. Our marketplace's most recent past has been dominated by two players -- Google and Facebook -- and according to the present outlook, they will only become even more dominant in the not-too-distant future.
  • ANA: In-House Programmatic Buying More Than Doubles, Agencies Becoming Marginalized
    A year after the Association of National Advertisers benchmarked programmatic media-buying among the nation's largest advertisers, the percentage who say they have brought it in-house and are reducing the role of their agencies has more than doubled. That's the top line finding of the 2017 edition of "The State of Programmatic Media Buying," released this morning by the ANA.
  • The Smart Money Is On Ads.txt, Literally
    Six months after the Interactive Advertising Bureau's Tech Lab released final specs for ads.txt, the programmatic supply chain is embracing it as a minimum standard for filtering inventory. Since RTBlog first reported on a Pixalate tracking study of publishers incorporating ads.txt, the number has grown from 3,523 in September to 5,3390 currently.
  • Programmatic Remains Primary Digital Growth Engine, Some Clouds Forming
    For all the industry debate surrounding its potential for fraud, lack of brand safety and other unsavory outcomes, programmatic media buying continues to represent a significant engine of expansion for the digital media marketplace, according to year-end advertising forecasts released this morning by major ad agency forecasters.
  • Ad Blocking Comes Full Circle: Online Bank Uses Newspaper Ads To Reach Blockers
    Blocking ads isn't new, but the rapid rise of browser-based ad blockers caught many advertisers and publishers by surprise. Now some interesting solutions are beginning to emerge that use analog media. In what may be the first campaign of its kind, European online bank Boursorama Bank has been running ads in French newspapers explicitly targeting online ad-blockers.
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