From a digital and brick-and-mortar perspective, overlaying first-party data with accurate, real-time location data enhances marketers' ability to serve appropriate creative and messaging at the right time and place.
Header bidding is now "synonymous" with programmatic advertising, claims PubMatic's Q2 Quarterly Mobile Index Report. The data appears to support this conclusion, as header bidding has seen triple-digit increases or greater in each geographic region studied.
Centro founder and CEO Shawn Riegsecker, an ad-tech exec who's thinking of running for the Senate in 2020, shared his thoughts on Zuckerberg's politically astute moves and the potential for tech candidates with RTBlog.
As header bidding matures and takes over from waterfall auctions, a number of other developments in the space can be expected. "Traditional ad servers were not built for a programmatic ecosystem, let alone one that operates across channels, devices and ad formats," according to Jeffrey K. Hirsch, CMO & head of U.S. publisher development at PubMatic. So the next step "needs to be unified ad serving."
The complexity of digital advertising requires more than current technological capabilities can handle at scale. Still, there's no doubt "the days of spending an entire day pulling and formatting reports from various systems and platforms are quickly coming to an end," according to Centro CEO Shawn Riegsecker.
The CEOs of both Sizmek and Rocket Fuel respond to wide-ranging questions about the acquisition and what it means for the industry as a whole.
Beyond the way fake sites and fake clicks can take advantage of unsophisticated marketers in the overcrowded programmatic market, another industry has entered the fray: financial markets.
Blockchain technology is where ad tech may turn next to address many of the pesky problems that come with programmatic marketing. Using this disruptive technology, marketers may be able to take more control of ad delivery, verification, ensure safe and transparent data storage, and develop a counterweight to the centralized and opaque duopoly that is Facebook and Google.
Marc Goldberg, CEO of Trust Metrics, suggests ways to push back against fake news sites, which have been spreading.
The idea of artificial intelligence (AI) has been around for decades, and from movies to games, has now found a home in the mainstream. We are not yet at the point where computers are starting to plot the overthrow of humanity, but through AI, computers are beginning to understand our fellow human beings better than we may understand ourselves.