Three solutions to the 'nonsensical' ad viewability standard

In 2014, I wrote a piece calling out our industry for its pretty feeble definition of ‘viewable’. Little did I know I’d be saying the same things four years later. 

But the fact is, very little has changed. The Media Rating Council’s standard still stands: a digital advert is classed as ‘viewable’ if half of it is in vision for one second or more. Run that by anyone outside media-land and they’d laugh in your face.

I actually have sympathy for the Media...

By Daniel Shaw, 07 August 2018, 0 comments. Categories: Advertising, Best Practice, Campaigns, Programmatic.

Is SPO the silver bullet to programmatic’s transparency challenges?

The ongoing header bidding revolution might be bringing joy to publishers, but it’s giving the buy side of programmatic a bit of a headache.

While the technique allows demand-side platforms (DSPs) to help advertisers access a wider range of inventory, this amplified scale is creating issues. Not only does the bid duplication header bidding generates mean DSPs must deal with higher volumes of requests, but greater adoption is disrupting auction mechanics and leading supply-side platforms (SSPs) away from...

By Ivan Ivanov, 06 August 2018, 0 comments. Categories: Advertising Technology, Programmatic.

US music-streaming giant Pandora opens programmatic audio marketplace

One of the United States’ most popular music-streaming services, Pandora has joined the programmatic audio arms race, opening up the largest set of ad-supported listeners in the country to targeted, audio-based advertising.

The announcement marks an opportunity for brands to access the largest addressable audience in the streaming audio space - the California-based music recommendation service owns the largest inventory of its kind in the US, while 92% of its audience is ad-supported.

That’s more than double...

By Mark Jones, 31 July 2018, 0 comments. Categories: Advertising Technology, Automation, Programmatic, Video & Audio Marketing.

Benefit or buzz: IAB looks to gauge true value of blockchain in digital advertising

Few industries have escaped the hype around the transformational, nay, revolutionary, benefits of blockchain technology, and the digital advertising community is certainly not exempt.

Owed to its fundamental blueprint of distributed ledgers, enabling secure, public and decentralised transaction records data, documents, and of course, currency, blockchain has been widely touted as a transparent and less expensive solution to the “murky” world of...

By Mark Jones, 20 July 2018, 0 comments. Categories: Advertising Technology, Automation, Programmatic.

MediaMath seals $225m financing for AI ad tech and tactical mergers

MediaMath, a long-time pioneer in programmatic advertising, has announced $225m (£170m) in new financing, courtesy of Searchlight Capital Partners.

The windfall brings the ad tech company’s total funding to over $607m (£458m), according to Crunchbase.

Delivered in two tranches, this will provide the “strategic growth capital” needed to accelerate the expansion of its DSP (demand side platform) - which allows brands to buy ads using automated systems - and DMP (data management...

By Mark Jones, 11 July 2018, 0 comments. Categories: Advertising Technology, Mergers and acquisitions, Programmatic.

AT&T snaps up AppNexus in billion-dollar ad tech bid

US telecoms firm AT&T has bought ad tech giant AppNexus in a deal expected to be worth in excess of $1bn (£753m).

While the value of the transaction hasn’t been disclosed by the two companies, Wall Street Journal expected a possible deal could reach $1.6bn (£1.2bn). The announcement follows just a week after AT&T’s $85bn (£64bn) acquisition of Time Warner.

As reported by Marketing Tech...

By Mark Jones, 25 June 2018, 0 comments. Categories: Advertising Technology, Mergers and acquisitions, Programmatic.

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.