Clik here to view.
Inside Hearst’s Programmatic Play
Many publishers reflexively saw the rise of programmatic ad buying as a threat to the premium ad pricing their direct-sales forces could command. But times change, and advertisers (publishers’...
View ArticleClik here to view.
On the Programmatic Road to the New Premium, Part 1: The Efficiency...
“The truth is, digital media is overpriced.” I believe I flinched a bit as the agency executive made that blunt statement. We were chatting in the wake of a heated conference session about...
View ArticleClik here to view.
Benefits of RTB for brands
Real-time buying is rapidly gaining the attention of today’s most prominent media buyers by taking an increasing share of digital budgets. In the world of video in particular, Forrester Consulting...
View ArticleClik here to view.
The ad network emperor has found his new clothes in RTB
One thing is certain: RTB is going to continue to grow, and is already established as the de facto transaction protocol for remnant display buying and selling. The ad network Emperor has found his new...
View ArticleClik here to view.
Is FBX Redefining How RTB is Leveraged?
When Facebook initially made its move to monetise onsite inventory with foreign datasets (foreign, meaning an advertiser’s first-party data), it divided opinion. We took a somewhat negative stance on...
View ArticleClik here to view.
Case Study: Reiss Drives Customer Acquisition With Real-time-Bidding
Reiss had two very clear objectives: Firstly the fashion brand wanted to attract quality users to its website. Reiss’s marketing team also wanted to measure the true cost and value of those new...
View ArticleClik here to view.
Spotlight on Russia: Major Local Players Lead RTB Market
The online ecosystem is different in Russia. Yandex is the search leader over Google; VK.com(originally VKontakte) and Odnoklassniki.ru are more popular social networks than Facebook. But when it...
View ArticleClik here to view.
Beyond Adwords: Demand Side Platforms Explained
Having worked at a self-serve demand side platform (DSP) for over 2 years, one of the most common questions I get when trying to explain the concept of a DSP to others is: “Isn’t that kind of like...
View ArticleClik here to view.
Programmatic buying is future of all media, says Mondelez VP of media
Programmatic buying will become the dominant method of purchase across all media channels including TV in the near future, according to FMCG giant Mondelez’s VP of media and consumer engagement Bonin...
View ArticleClik here to view.
The Basics: Real-Time Bidding – Greasing the Wheels of Digital Advertising
New technologies have introduced a variety of challenges to advertising companies. RTB, or real-time bidding, addresses many of these challenges by providing a direct and flexible method of matching...
View ArticleClik here to view.
What is Mobile RTB and Why Should I Care?
Mobile Real Time Bidding (RTB) is at the intersection of two of the fastest growing areas within digital advertising as a whole, programmatic buying and mobile advertising. Market intelligence firms...
View ArticleClik here to view.
The Real State Of Programmatic Marketing
Clearly, we have an industry awash with talk about programmatic marketing and big data. But what is real, and what is BS? What practical executions exist today? And what does a future world look like...
View ArticleClik here to view.
Please, Please….Stop confusing Real-Time Bidding with Programmatic!!!!
The digital ad industry is incredibly myopic. In the past year or so, the industry adopted the term programmatic to describe how technology has permanently changed media buying. Prior to that, the...
View ArticleClik here to view.
AOP chair calls for more publishers to embrace private ad exchanges to...
Publishers should follow in News Corp’s footsteps and embrace private exchanges to wrestle back control of digital ad trading, according to chairman of the Association of Online Publishers (AOP) John...
View ArticleClik here to view.
Nearly One-fifth of US Display Spending Will Be Automated This Year
Real-time bidding (RTB) will account for 19% of all US digital display ad spending in 2013, according to a new eMarketer forecast, and rise to $3.34 billion. Programmatic buying will continue to gain a...
View ArticleClik here to view.
5 Things Publishers Should Know About Private Ad Exchanges
Private ad exchanges are the rage, a way for publishers to participate in the real-time, auction-based online ad market without doing business with third party ad networks. As News Corp. CEO Robert...
View ArticleClik here to view.
Adapt or Die: Holdout Publishers Embrace Programmatic
Early this year, ESPN, USA Today and Hulu said they refused to sell online display ads through programmatic sales channels. Just seven months later, all of them do. Whether publishers like it or not,...
View ArticleClik here to view.
5 Common Myths About Real-Time Bidding
As with any emerging technology, there are always bound to be myths that circulate, often due to misunderstandings. Even if they do happen to have a hint of truth to them, they can often misrepresent...
View ArticleClik here to view.
How Programmatic Buying & RTB Will Lead to Better Digital Video
If you’re on the creative side of the advertising business, it can be hard to get excited about programmatic buying. But I am. It can also be hard to see how it may help us make awesome videos. But...
View ArticleClik here to view.
RTB and Rich Media: A Winning Combination
Advertising used to be simple. Take a quick look at The Gate’s clever timeline, and you’ll see that it used to be as easy as carving public notices on wooden slabs, called stelae, or, post-Gutenberg,...
View Article
