Programmatic advertising continues to grow rapidly, but despite a lot being written about it and a range of conferences dedicated specifically to the topic, it would seem that marketers still need to educate themselves on what programmatic is, how it can be deployed strategically and how best to manage it.
One of the great advantages of programmatic is access to audience data.
On top of the first-party data a business might hold, there is an enormous supply of third-party data that can be added to enhance targeting. Despite this, a CIM report this year found that 50% of all marketing is deemed ‘irrelevant’ by the audience it reaches.
Upon running a display campaign an advertiser is struck with many choices.
Which creatives to expose on publisher sites? Which cohorts to target? How many impressions to purchase? Spend? And which agencies to run these on your behalf? It comes with a lot to consider.
Earlier this year, Google found itself facing a major boycott after YouTube advertisers discovered that their ads were being displayed alongside offensive content.
Google was forced to respond. It promised advertisers better technology to weed out inappropriate content. And it got stricter about which content it allows to be monetized through ads, much to the chagrin of some of its biggest content creators who generate their revenue solely through ads.
If one topic has dominated the digital advertising market in 2017, it’s brand safety.
A backlash over advertising displayed alongside offensive content led major ad agencies like Havas and a diverse group of major brand advertisers including Toyota, GlaxoSmithKline and Verizon, to boycott Google.
At the beginning of this month, the IAB’s Tech Lab announced the release of the final Version 1.0 specification Ads.txt, which aims to help prevent inventory spoofing and unauthorized sellers.
Here’s what publishers and advertisers need to know about Ads.txt.
Programmatic ad buying has been growing year on year, despite being plagued with scandals.
Whether its click fraud, brand safety, data privacy, or viewability it seems that every time programmatic is mentioned that it’s because it is causing some major headache for marketers.
When you think of brands on YouTube, you might automatically think of pre-roll ads or sponsored vlogs.
But this is just part of the story. Many big brands now recognise the power of creating an effective video marketing campaign specifically for the platform, with the best examples helping to build brand communities, further engagement across all social channels, and increase sales.
What is the future of data management platforms? This is a question I get asked a lot.
The short answer is that DMPs are now part of larger marketing stacks, and brands realize that harnessing their data is a top priority in order to deliver more efficient marketing.
There’s always one song that brings back memories of a really great holiday. Personally, ‘All that she wants’ by Ace of Base is guaranteed to transport me back to a few glorious weeks on the Costa Del Sol.
This intrinsic link between music and travel is the idea behind Lastminute.com’s new partnership with Spotify.
We’re making our way into spring and summer, which, alongside the promise of disappointing weather, means only one thing – it’s wedding season.
Whether this fills you with glee or gloom, there’s no doubt it’s an area some people are very interested in. With the likes of Topshop recently launching its first bridal collection, it presents big business opportunities for retailers.
Although there will be plenty of summaries coming out of SxSW Interactive 2017, many of these will address broad trends and themes, without digging into the detail of specific sessions.
Because of this, I thought it would be interesting to provide a summary of some of the interesting debates I attended last week.