This week’s Day in the Life follows Anne Coghlan, a maths and philosophy student now working in the world of ad tech.
Read on to find out what Anne does in her work as an implementation consultant. Or if you’re looking for a new job, check out the Econsultancy jobs board.
As more and more ad dollars shift to mobile and more and more advertisers, including struggling retailers, seek to drive foot traffic to their brick-and-mortar locations, is the time right for a cost-per-visit ad model?
Data from ad campaigns has, in some ways, never been so important.
Data has become the way marketers know whether the brand messaging is right, what drives customers to purchase and where they should advertise in the future.
In 2016, 73% of advertisers’ total display budgets were spent on programmatic. And for good reason: programmatic ad buying gives advertisers the ability to target specific audiences wherever they go across the web.
But some advertisers are becoming more selective about where they’ll target consumers using programmatic platforms.
‘Data-driven’ is one of those terms which seems unnecessary for marketing. Surely all marketing uses data to some extent, so why does there need to be a distinction?
As marketing increasingly moves to digital platforms, however, the concepts behind the term ‘data-driven marketing’ have become distinguished from more traditional marketing and even have their own vocabulary.
In 2016, 73% of advertisers’ total display budgets were spent on programmatic. With those numbers expected to rise, advertisers need to pay particular attention.
While the nature of programmatic itself is to streamline and create efficiencies inside the buying process, marketers need to keep the most important piece of this strategy front and center: the consumer.
Programmatic continues to take over the digital advertising world, fueled in large part by advertisers who are enticed by the advantages programmatic offers, such as the ability to target audiences at scale.
But what about publishers? How do they feel about programmatic?
I tried to understand header bidding in programmatic advertising, but I hit a brick wall of incomprehension.
I got completely confused reading about how real-time bidding (RTB) works.
Essentially, user scoring and propensity modelling are the same thing and they also go by a number of other subtly different synonyms, just to make everything more confusing.
You might have heard or seen reference variously to:
2017 is here and marketers are now reviewing their priorities for the new year. This will be challenging for digital advertisers as a lot has changed since this time last year.
2016 was certainly not a dull year for advertising.
There are still big questions to be answered about media agency practices, transparency and effectiveness.
All the while, adtech technology and data management becomes more sophisticated. So, what does 2017 and beyond have in store?
Around 48% of news media companies are currently running some form of native advertising.
According to research from the NAI (Native Advertising Institute) this percentage is only set to rise, with publishers expecting native ads as a percentage of overall ad revenue to grow from 11% to 25% in 2018.