Programmatic (and digital marketing) has been under severe scrutiny in 2017; fraud, brand misplacement, incorrect measurement, non-viewable impressions and non-transparent buying practices all mean that if you’re an advertiser you’d be forgiven for thinking that programmatic was creating more problems than it solves, however, programmatic isn’t going away. Whilst some of these challenges are somewhat existential and difficult to mitigate against there are still some brands who are successfully navigating programmatic and using it to
Some very quick thoughts on what we think are the six things anyone working with programmatic today needs to know. 1 – Campaign optimisation isn’t only ad ops Campaign optimisation is one of the biggest levers for effective delivery of media and therefore one of the biggest levers for business performance A DSP is easy to use, as is Microsoft word, gmail and other commonly adopted pieces of software, but to think that makes campaign
Recently P&G announced (link) they would be making changes to their programmatic tech stack by switching out Audience Science, a long-time partner and early innovator in the programmatic space and switching in a centralised global DMP (via Neustar) alongside a conveyor belt of demand side platforms dependent on their capabilities against a given brief for a given market. You can easily argue the pros and cons of this new approach but why this move is
It is commonly known that programmatic inventory provides significant scale and efficiency when it comes to targeting audiences across devices and formats, but this needs to be planned carefully. In recent years, the programmatic inventory landscape has rapidly evolved, with more publishers leading a ‘programmatic-first’ mentality and, as a result, a wider array of formats becoming available programmatically across all devices. An in-depth look at available inventory in open ad exchanges over a 30-day period
*Written by our Founder & CEO, Wayne Blodwell* Since I read my first book on how the Internet works I have believed in a completely open Internet one whereby anyone can create or share content and I created many (really bad) websites and blogs to much enjoyment. Since starting in marketing nearly 10 years ago I have held the belief that an open industry is the best way for delivering the best user experiences with brands and therefore the most
Originally posted by The Drum here. Programmatic advertising is expected to grow faster than all other digital mediums in 2017, becoming the principal method of trading digital display, according to media agency Zenith. The group’s Programmatic Marketing Forecasts report outlined findings from 41 key advertising markets and suggested that programmatic will grow 31% next year, outpacing social (up 25%) and online video (20%). It also predicted that a growing proportion of these other channels will be