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.  


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

How to use programmatic to drive branding results


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.

A guide to unlocking the value of programmatic video


I’ve been reflecting on my first six months at Tremor Video, and realised that much of what I’ve heard from partners in the market fits into a few key themes. These themes are hugely illustrative of the challenges marketers face in an increasingly video-focused world, so I have pulled together the following guide to unlocking the value of programmatic video:

Be aware of the scale challenge

Many publishers, and buyers for that matter, still prefer to trade video via...

By Andy Morley, 27 October 2016, 0 comments. Categories: Programmatic, Video & Audio Marketing.

Back to basics: What is programmatic and how can you make it a success?

Programmatic refers to the process of using software to buy digital advertising. This occurs most regularly in real-time bidding, where, thanks to the advances of technology, it's rare that any human would be able to handle the auction process at sufficient speed.

Programmatic is essentially an execution method that enables you to govern interactions faster and at a greater rate. It doesn’t necessarily mean those interactions (or those bids for digital space) are any or always smarter.

However, the...

By Alastair Bulger, 24 October 2016, 0 comments. Categories: Programmatic.

Why it’s time for programmatic advertising to get native


Programmatic still has a reputation for remnant display inventory, but it also has huge potential to help brands deliver native campaigns.

And with consumers’ tolerance for disruptive ads depleting and adblocking consequently on the rise, there has never been a better time for brands to use native advertising to engage in a subtler, more complementary way.

Less intrusive and more sophisticated than traditional display formats, native ads create a more seamless user experience...

By Alessandra DiLorenzo, 13 October 2016, 0 comments. Categories: Advertising, Programmatic.

Sizmek launches new Programmatic Creative offering


Advertising software provider Sizmek has launched full and self-serve programmatic creative for DSPs and trading desks. 

Sizmek's Programmatic Creative solution is aimed at advertisers, publishers, ad networks, trading desks and media agencies. It uses dynamic creative tech to enable fast deployment of personalised creative across all channes. 

The suite also includes solutions to streamline workflow, centralise data, visualise campaign strategy and to collaborate with...

By Rachael Power, 12 September 2016, 1 comment. Categories: Programmatic.

Programmatic video rising rapidly, but cross-screen strategy is a must

(c) Dimitrov

Google subsidiary DoubleClick has produced a state of play report, aiming to look at the use and adoption of programmatic video around the world.

With today’s ‘prime time’ now being all the time and across various devices, screens and apps, brands are turning to programmatic buying and selling.

In particular, programmatic video is seeing rapid adoption, with 85 out of the Ad Age top 100 advertisers using it on DoubleClick bid...

By Rachael Power, 15 July 2016, 0 comments. Categories: Programmatic.

Travel group launches new media and advertising arm

Travel specialists group has launched new media business The Travel People, for brands to capitalise on the current and growing popularity of travel content. 

The group has a network of online travel brands - ranging from Jetcost to the Spain-based Rumbo - so advertisers can reach eyeballs across all sites.

The platform will use 'smart audience extension tools' and programmatic tech to get brand content noticed and engage its rich customer groups on...

By Rachael Power, 07 July 2016, 0 comments. Categories: Advertising, Programmatic.

Adobe product manager on ad blocking: “The industry always finds a way to solve these things”


Adobe group product manager, media and advertising solutions Pete Kluge said he is confident the advertising and publishing industry will find a solution to the ad blocking situation.

Research announced earlier in the week predicted that ad blocking will cost £27bn of advertising revenues by 2020 - and AdBlock Plus shared it had recentlyreached 100 million users.

Speaking to Marketing Tech News

By Rachael Power, 17 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Adobe EMEA Summit: Using deeper data key to solving content velocity issue


Day two of Adobe’s Summit, or so we were told by vendors, was a tamer affair in terms of footfall. The previous night, an area of London’s ExCel Arena was transformed into a ‘super club’ with Django Django taking the stage and delegates enjoying complimentary refreshments.

But, it seemed nothing like tame to me.

Split over two levels, the hall was teeming with Adobe staff, vendors and delegates alike; all taking in the peppy, upbeat...

By Rachael Power, 12 May 2016, 0 comments. Categories: CRM, Data-driven marketing, Programmatic.

Mobile programmatic video platform provider raises $4.5m for European expansion


Mobile programmatic video platform provider TabMo has announced that it has raised $4.5 million in investment from investment specialists Ardian and Generis Capital. The investment will be used to drive growth and expand throughout Europe.

TabMo was founded in France in 2013, opened a UK office last year and a German division this year.

The company offers a propriety technology that includes a demand side platform (DSP) named Hawk, which automates the buying process and provides...

By Liz Morrell, 29 April 2016, 0 comments. Categories: Mobile Marketing, Programmatic.

Why programmatic needs to empower the value of brand advertising


It’s no secret that programmatic has taken the advertising industry by storm, but questions continue to be asked over its ability to deliver digital brand campaigns effectively, as was brought to light at the recent IAB Real Time Advertising Conference.

One of the key obstacles frequently cited is a disconnect with advertising creatives. Programmatic teams tend to be technology focused, and the resulting jargon and acronyms have creatives running for cover. Yet the ability to...

By Paul Lowrey, 11 April 2016, 1 comment. Categories: Advertising, Advertising Technology, Branding, Programmatic.

Marketers seeing programmatic advertising ROI beating traditional media


The ROI of traditional media is being beaten by that of programmatic advertising, according to a new survey from AdRoll.

The company’s State of the Industry UK 2016 report showed that 61% of marketers said that programmatic ads provided a greater ROI than traditional media with programmatic also continuing to dominate UK media consumption.

Nearly half (45%) of marketers said they planned to increase their spending on programmatic ad budgets this year. They are also buying...

By Liz Morrell, 03 March 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

What does AI in advertising actually mean for digital marketers?


Today, it seems like there is little AI is not going to “revolutionise”, and advertising is no exception. Only last month the CMO of Unilever, speaking at Davos, described AI as a “huge wave” coming down on advertising and marketing, making a big impact on the way brands interact with customers and prospects.

For veteran...

By Jarred McGinnis, 26 February 2016, 1 comment. Categories: Advertising Technology, Programmatic.

Software firm claims first cookieless programmatic ad platform


It is a problem that has plagued digital media – the fact that when websites are viewed through apps rather than a browser cookies just don’t work.

Whilst that can be great for the user for the publishers and advertisers that use cookies to ensure advertising is targeted it isn’t good news.

As an attempt to solve the problem this week has seen the launch of what is claimed to be the first cookieless management and programmatic advertising platform that works...

By Liz Morrell, 15 January 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Half of marketers buying mobile inventory programmatically don’t understand it


A new study from the Internet Advertising Bureau (IAB) shows that half of those marketers doing mobile advertising are buying mobile inventory programmatically. That means they must know all about the discipline then, surely? Yet infact the study suggests nearly half of those don’t – with 44% admitting that they have either no or little knowledge of the discipline.

The study, carried out in December 2015, looked at advertisers understanding, use and opinions of mobile...

By Liz Morrell, 13 January 2016, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Keeping the tags on: Analysing programmatic advertising in 2016


Over the past few years, you’ll probably have heard the same message a lot: ‘next year is the year programmatic becomes mainstream’. But we’re firmly past that stage now – programmatic is here, and it’s here to stay. In fact, eMarketer estimates automated ads will account for nearly 60% of the UK’s digital display market in...

By Will Proops, 23 December 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.