The cookies crumble: Is enhanced digital privacy the end of programmatic as we know it?

The ad tech industry has faced a flood of challenges — with the GDPR driving stricter data regulation, brand safety concerns sparking the ‘adpocalypse’, and Apple’s Safari ITP limiting cookie use. Add Google’s updated Chrome privacy features to the mix, and many are left wondering:...

By Jeff Meglio, 13 September 2019, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Customer Experience, Programmatic.

The reality of truly personalised marketing approaches: An investor’s viewpoint

The marketing and advertising technologies sector has experienced incredibly rapid change in the past few years. The pace of change is accelerating due to the proliferation of data across multiple channels, which enables marketers to build ever more precise profiles of their customers.

Marketers can now draw on data from search engines, social media, content viewing and more to understand what individuals are interested in and how likely they are to make a purchase....

Examining the second cycle of programmatic – and the effects for end users and advertisers

If economic cycles turn on average every six to eight years - growth, leading to a tightening or even recession, then to a reset and regrowth - then 2018 was the crescendo in the first cycle of programmatic. Since its early days, programmatic has improved advertising in both process and efficiency, delivering targeted advertising and reducing wasted spend, but over the last year the sector saw rapid growth followed by a peak in the challenges facing it.

Programmatic ad viewability outperforming direct ads for first time, says report

A new study from Integral Ad Science (IAS) has noted a potential sea-change in terms of digital advertising, with programmatic desktop display ads in the UK outperforming publisher direct ads for the first time.

The Media Quality Report, which offers UK benchmarks for viewability, brand safety and ad fraud across digital environments and channels, noted that during the second half of 2018 almost seven in 10 (69.1%)...

By James Bourne, 04 April 2019, 0 comments. Categories: Advertising Technology, Programmatic.

Assessing blockchain for marketers: Potential is there but caution advised

Blockchain, like artificial intelligence and augmented or virtual reality, is a buzzword which currently produces more utopian dreams than use cases right now. A new report from advertising media behemoth GroupM aims to get past the fudging and explore the facts of how blockchain technologies can benefit marketers.

The report, authored by GroupM investment chief product officer Jack Smith, argues at a wider context the role of...

By James Bourne, 28 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Programmatic.

Brand suitability: Exploring the next generation of brand safety

Brand safety is big news. It is one of a trinity of major issues facing the advertising industry today, the others being fraud and viewability. But dig beyond the headlines and it is bigger news still – it’s time for advertisers to take a stand and look beneath the waterline.

News publishers risk being unfairly penalised and the industry is at risk of losing quality, independent journalism if advertisers are...

By Nick Welch, 14 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Branding, Programmatic.

The 2019 data outlook sees spending rocket and multi-channel key amid regulatory concerns

Data spending continues to go up - but getting fresh, gleaming, actionable insights remains a challenge. According to a new survey published by the Interactive Advertising Bureau (IAB), organisations are looking to multi-channel to create those harmonious experiences users will love.

The study, which polled 105 professionals focused across marketing service providers, developers and publishers, found cross-channel campaign measurement and attribution - cited by 57.3% of those polled - was a top priority, as...

By James Bourne, 12 March 2019, 1 comment. Categories: Advertising, Branding, Data-driven marketing, Programmatic, Web Analytics.

Why the advertising industry needs to reprioritise ad quality urgently

Last year, eMarketer’s Geoff Ramsey highlighted the “crisis of trust” across the digital ecosystem: not only pointing to the need for better relations between brands and consumers, but also within the marketing community itself; covering advertisers, agencies, publishers, and ad tech players.

As 2019 begins, issues with misunderstanding and mistrust persist — especially in programmatic. One of the main talking points at this...

By Rich Ottoy, 11 January 2019, 0 comments. Categories: Advertising, Attribution, Best Practice, Programmatic.

eCPA is dead: Long live the incremental eCPA

Every advertiser wants to spend their advertising budgets in the most efficient way possible. That’s why, in the digital advertising world, it’s vital to measure the results of all campaigns. Advertisers and agencies commonly analyse reports from various tracking tools in order to evaluate the ROI of each of their advertising partners, and these results determine which partners receive budget in the following months. This seems to be a wise approach but...

By Tiago Vila Verde, 11 January 2019, 0 comments. Categories: Advertising, Attribution, Programmatic.