AppNexus leads ‘people-based’ programmatic consortium – with Facebook and Google in sights

AppNexus, alongside LiveRamp and MediaMath, have announced the launch of a technology industry consortium which will enable programmatic advertising buyers and sellers to create relevant campaigns and improve customer experience – with two companies at the forefront of their attack.

“Today, 48% of all digital advertising dollars accrue to just two companies – Facebook and Google,” said Brian O’Kelley, CEO of AppNexus in a statement. “That dynamic has placed considerable...

By Marketing Tech, 05 May 2017, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Three mobile trends to watch in 2017: Post-MWC thoughts

This year’s Mobile World Congress was arguably less packed with announcements than previous years – but this doesn’t mean mobile is losing its crown in the eyes of marketers.

According to the IAB’s digital ad spend report, mobile display grew 56% in H1 2016 and now accounts for over half of digital display advertising, and eMarketer predicts mobile ad spend...

By Todd Tran, 27 March 2017, 1 comment. Categories: Advertising Technology, Mobile Marketing, Programmatic.

How TV measurement for marketers is changing: Social, programmatic, and more

(c)iStock.com/leolintang

Digital outlets have dominated conversations about marketing over the last decade, and are understandably a huge focus for marketers. According to the IAB, cross-platform digital ad spend grew to a staggering £4.8 billion during the first half of 2016 and forecasts estimate this is only set to keep increasing.

But television is still the biggest individual platform by ad revenue, accounting for a record £5.3 billion in ad spend in the UK during 2015 and its delivery is...

Entering a new age of customer experience: Data, programmatic, and more

(c)iStock.com/JLGutierrez

While machine learning itself is nothing new, the speed at which data can now be processed, analysed and actioned has completely changed the machine-learning game. Readily affordable computing power, the quantity of data available, and algorithms we never thought we could use are now possible.

While the fundamental concept remains the same, machine-learning is now far more sophisticated, efficient and easily deployable – and the potential it offers to revolutionise customer...

Act now to benefit from a programmatic future

Programmatic is marketing’s biggest buzzword. It’s been discussed and rehashed time and time again; covered by every half respectable marketing publication, blog, and social media page trying to stay relevant. On the one hand, this coverage is warranted because programmatic represents the next big industry shift in communicating with customers. However, it has also brought on a sense of confusion with an underlying tone that programmatic is a complex approach for marketers of the future. The...

By Mark Ash, 09 January 2017, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Programmatic.

What is the next programmatic evolution?

(c)iStock/Tatomm

Programmatic marketing has rapidly become a growing, powerful strategy for marketers, despite the industry frequently encountering challenges from adblocking, fraud, changing data laws and skills shortages resulting in campaigns that miss the mark.

When faced with the expense and complexity of programmatic marketing, many marketers are still wary. The platforms for buying media programmatically are expensive and indistinguishable, the data infrastructure...

By Oli Boyd, 19 December 2016, 0 comments. Categories: Advertising, Programmatic.

What are the adoption barriers of self-serve programmatic platforms?

Despite the clear strategic business advantages, programmatic platform adoption is still often met with significant resistance from some advertising agencies. There is no doubt that change can be difficult and requires costs and investment.

Programmatic platform adoption (self-service operation) can be disruptive as it may touch operations, billing, and human resources at any advertising agency.

More often, however, the perception of barriers are often much greater than the reality, thus halting or delaying...

By Andrew Fischer, 29 November 2016, 0 comments. Categories: Programmatic.

Programmatic ad-buying in 2017: What marketers should know

2016 saw some powerful new trends begin to emerge for programmatic marketers, presenting both new opportunities and challenges.

While data continues to be the cornerstone of transacting programmatically, most buyers are still too reliant on commoditised third party data and need to do a better job using first party. 

Programmatic creative became a hot topic this year, but in reality it was not being properly executed at scale even though the enabling technology was (and is) available.  

Ad...

By Sam Bell, 21 November 2016, 0 comments. Categories: Programmatic.

How to use programmatic to drive branding results

(c)iStock/Pinkypills

In a world crowded with advertising, how can brands stand out? And more importantly, how can high-reach branding campaigns be made relevant to every individual?

For me, programmatic is the answer and can play a huge part in helping brands to stand out and drive results.

Time and time again we are faced with the age-old argument of whether data and creativity conflict with each other or work together to drive results for advertisers.

This has been further scrutinised by theorists, such as...

By John Goulding, 14 November 2016, 0 comments. Categories: Programmatic.

How moment marketing is bringing personality back to programmatic

(c)iStock/Xavier Arnau

Right now, the digital ad industry is facing an existential crisis.

Depending on who you ask, around a quarter of all internet users (at least in the US) use adblocking software.

The industry can put together as many task forces as it wants, but it won’t change the public’s perception of display advertising. As it stands, it’s an intrusion of people’s personal space.

How did we get to...

By Richard Anson, 07 November 2016, 0 comments. Categories: Programmatic.