AT&T eyes programmatic giant AppNexus for $1.6bn

US telco AT&T is reportedly in talks to snap up ad tech firm AppNexus for a possible $1.6bn (£1.2bn), according to Wall Street Journal, in a move that would equip it with firepower enough to take on the likes of Facebook and Google in the advertising space.

The news emerges just a week after AT&T’s $85bn (£64bn) acquisition of Time Warner, while a bid for the New York programmatic specialist would likely be backed by the complete buyout of Otter Media, a video streaming company...

Oath brings virtual reality ads to the programmatic marketplace

Verizon’s media powerhouse Oath, the umbrella for companies including AOL and Yahoo!, has brought VR (virtual reality) to programmatic ad buying.

While not quite transporting audiences to virtual new worlds, and perhaps better described as ‘extended reality’ (XR), Oath’s new ad experiences allow brands to layer on rich and immersive content to product ads, adding an extra layer of detail and dimension. 

Companies already experimenting with the format include LG, Three, Chevrolet...

By Mark Jones, 20 June 2018, 0 comments. Categories: Advertising Technology, Branding, Programmatic.

IBM & MediaOcean’s blockchain pilot to combat ‘ad-tech tax’ for major brands

IBM’s digital agency network IBM iX has coupled up with ad-world software provider MediaOcean to pilot a blockchain network, in efforts to clear up the murky media supply chain and hack away at “ad tech tax”.

The network, which is set to trial with media deals for top-flite brands including Unilever, Kimberly-Clark Corp, Pfizer, Kellogg and IBM Watson, is aimed at improving transparency, combating...

By Mark Jones, 20 June 2018, 0 comments. Categories: Advertising Technology, Branding, Programmatic.

Buzzfeed sheds further 20 staff in continued move towards programmatic

Buzzfeed is reportedly laying off a further 20 of its staff in part of a reorganisation of its business, as it looks to recover from a loss-making 2017.

The announcement follows the publisher severing 100 employees last year - or 6% of its workforce - when it reported a £3.3m loss, owed in large part to its move away from native advertising.

The company will in turn be hiring a further 45 employees to its business team equipped...

By Mark Jones, 08 June 2018, 0 comments. Categories: Advertising Technology, Programmatic, Publishing.

Breaking the mould: Viewability and creativity in the digital economy

If you visited HotWired.com on October 27 1994, your eye would have probably been caught by an unusual flashing banner emblazoned across the top of your screen. Standing at 60 pixels tall and 468 pixels wide, the internet’s first advertisement was garish, tacky and the nemesis of exasperated dial-up connections worldwide - but it was a massive success.

The advert itself was a part of...

By Eric Visser, 05 June 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing, Programmatic.

Brand safety doesn’t mean restricting your reach – it increases the return on your spend

'Brand safety' is one of those unrelenting industry phrases that seems to be spouted ad nauseam, with brands and agencies alike contributing their two cents in every possible publication. The irony of that statement is not lost on me doing it again!

We all claim to care about brand safety, but many brands have yet to address their own accountability. We jump blindly into programmatic black holes and user generated content minefields, running across lengthy site lists with little concern as to where...

By Nathan Warner, 03 May 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding, Programmatic.

Are programmatic budgets being held back by poor measurement?

The majority of advertisers think that being able to more effectively measure the success of campaigns would allow them to justify additional investment in programmatic.

Infectious Media surveyed 214 decision-making marketers who are engaged in programmatic and have budgets of over $100,000. The respondents had programmatic remits in EMEA, APAC or North America, and 90% agreed that better measurement would make justifying increased investment easier.

66% reported that accurately measuring their campaigns was...

By Colm Hebblethwaite, 27 March 2018, 0 comments. Categories: Programmatic.

Why bringing programmatic in-house isn’t a quick fix solution

Programmatic has caused a seismic shift in the digital advertising industry and it is predicted up to 90% of digital display advertising will be traded programmatically in the UK by 2019.

This is no surprise given the benefits programmatic advertising can bring in scale and efficiency, yet the technology also comes with potential complications; issues with transparency, brand safety, viewability and fraud have been discussed at...

By Chris Dobson, 27 March 2018, 0 comments. Categories: Programmatic.

Evolving programmatic for a world of video convergence

The lines between TV and digital video are blurring.

Big-screen viewing through IP delivery – via STB, VOD and OTT devices – is growing fast. Video consumption via these channels is rapidly catching up with desktop viewing and is already an integral part of the living room experience alongside traditional linear TV. At the same time experimentation with automated trading models is increasing, with programmatic...

By Thomas Bremond, 22 March 2018, 0 comments. Categories: Programmatic, Video & Audio Marketing.