Establishing a progammatic mobile media buying solution: Perils, pitfalls and partnerships

Many advertisers are now looking to internalise their mobile media buying processes, and numerous companies are being set up to offer advertisers a media buying service in the programmatic space.

There are two possible routes here, as in any decision that involves using technology: buy or build your DSP. But firstly, let’s define what a DSP actually is.

Because DSP stands for “Demand Side Platform” it should be intrinsically associated with technology-based companies that allow media buyers...

By Noelia Amoedo, 12 February 2018, 0 comments. Categories: Mobile Marketing, Programmatic.

Consent and security: GDPR in the adtech ecosystem

GDPR will come into effect on 25 May 2018, representing the biggest change to data protection across the EU in a decade.

Talking to a lot of advertisers, you could be forgiven for thinking that the sky is falling. But there’s a light at the end of the tunnel, and the change does represent significant opportunities for companies smart enough to take them.

Tiffany Morris is General Counsel & Vice President of Global...

By Colm Hebblethwaite, 06 February 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Programmatic, Publishing.

What will programmatic look like in 2027?

2017 saw the tenth anniversary of programmatic advertising. From its humble beginnings, over half of all non-search digital ad spend is now made using the technology. The days of slow deals, subject to human errors and inefficiencies, are increasingly behind us.

But adtech’s story is far from over.

The next ten years will see new technologies that will fundamentally change the way advertising is experienced in our day-to-day lives, whether as media buyers or as consumers. It is our responsibility as...

By Emma Williams, 25 January 2018, 0 comments. Categories: Programmatic.

GDPR and blockchain: the next stages in programmatic advertising’s evolution?

This year has been one of vast technological development across the ad tech industry. Emerging technologies such as Artificial Intelligence (AI) and Machine Learning have continued to establish themselves as key drivers of intelligent advertising and personalisation across the programmatic ecosystem.

Meanwhile, Blockchain technology has rapidly increased its presence across the sector and is now presenting advertisers with a host of new ways to both diversify and secure their platforms as they look ahead...

By Zheng Zhang, 18 January 2018, 0 comments. Categories: Programmatic.

UK spend on programmatic up 23% in 2017

According to the latest forecast by eMarketer, spending on programmatic ads have showed strong growth in the UK, despite a stream of negative press.

According to the date, by the end of the year advertisers will have spent an estimated £3.39 billion on programmatic trading. This is a 23.5% rise from the year before. Programmatic spend now equates to 79% of all UK digital ad spend.

eMarketer predicts that this proportion will continue rising to 84% by 2019.

Mobile is still the main force driving the...

By Colm Hebblethwaite, 18 December 2017, 0 comments. Categories: Programmatic.

How advertisers can maximise true value from agency partners and adtech vendors

With a growing desire for a more open advertising ecosystem, the programmatic supply chain is coming under intense scrutiny to clarify where media budgets go, what is being bought, for how much and why.

Nearly half of all brands don’t trust a fifth or more of the data upon which they base media buying decisions, according to a recent Metamarkets report. So, how can buyers ensure that they are minimising risk of fraud, whilst maximising the...

By Paul Wright, 08 November 2017, 0 comments. Categories: Advertising, Programmatic.

The changing role of media agencies in the advertising food chain

The World Federation of Advertisers (WFA) kicked up a storm in ad land last month, with new research suggesting that brands are clawing back control over their digital ad campaigns by bringing programmatic in-house.

According to a survey of marketers working at 35 multinationals, 65% of brands have improved their in-house marketing capabilities over the last year.

A fifth have employed an in-house programmatic specialist, while...

By Ilona Lubojemska, 06 November 2017, 0 comments. Categories: Advertising, Programmatic.

The seasonal revolution has arrived

Its official – the retail Christmas trading period has arrived, with under 100 days until the big day. In the UK, the trading period generally runs from October to January, and this won’t change any time soon.

But with such a limited key shopping timeframe, many brands are looking to challenge the way the fashion industry works throughout the rest of the year – why focus only on selling cold, wintery clothes when the weather may change imminently?

Ultimately, the elements and weather...

By Hannah Kimuyu, 09 October 2017, 0 comments. Categories: Data-driven marketing, Paid Search, Programmatic, Search Marketing.

How blockchain can be used to solve the flaws in programmatic advertising

Fridges that restock themselves, banks that tell you when your account is running low; even cars that are now driving themselves. Throughout society, we are becoming increasingly used to the rise of the machines and the usefulness of artificial intelligence (AI) technology to undertake the more mundane areas of our lives.

Programmatic ad buying has also been going on for some time now, and refers to the use of an algorithm-heavy piece of software to purchase advertising online, as opposed to the traditional...

By Zheng Zhang, 11 August 2017, 0 comments. Categories: Advertising Technology, Programmatic.