Programmatic ad buying has been a boon for companies looking to gain more efficiency from their digital marketing efforts.
However, with this rapid adoption and growth of programmatic buying, challenges around brand safety, ad fraud and viewability have emerged.
The travel industry is increasingly turning to content-led strategies to create and nurture relationships at all stages of the customer journey.
And it’s paying off: a 2015 Aberdeen study showed 7.8x higher year-on-year traffic for content marketing leaders versus followers. Conversion rates are also 6x higher for content marketing adopters versus non-adopters.
It wasn’t long ago that most advertising pundits were ridiculing and criticizing the native ad format.
Jump forward to 2017 and current forecasts estimate that native ads will capture 30% of the global ad spend by 2020.