Posts tagged with Dsp

creative programmatic

What are the advantages of RTB for buying display advertising?

If you're new to real-time bidding (RTB) in display advertising, the acronyms can be an obstacle to understanding a fairly simple concept.

It's just like PPC; using real-time auction technology to sell ad space, often to a known or lookalike audience (which you may be familiar with via Facebook advertising).

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target

Five controversial predictions for programmatic advertising trends in 2016

Programmatic advertising continued to creep into the generalist marketer's consciousness in 2015.

If you're interested, we recently wrote up a handy digest of some of 2015's programmatic trends.

But enough of looking backwards, let's look in the crystal ball and ask 'What's in store for 2016?'

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Programmatic trends in 2015: the big picture

Boy oh boy, 2015 was a big year for advertising debate.

To try and bring some closure to a year of fervid discussion on the Econsultancy blog, we asked two experts on performance marketing to give us their view on programmatic in 2015.

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10 Facebook, Google and Twitter updates you might have missed this week

It's been a busy couple of weeks for Facebook, Google and Twitter. So, I thought I'd round up the news items and product launches that have been announced, into one handy digest.

Here's what you might have missed...

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Death of the digital agency: Redux

Last year, I wrote that the digital agency was dead. I was mostly talking about how platform technology was going to knock a lot of digital media agencies out of business. In a world where over five trillion banner impressions are available every month, I argued it was simply too much for humans to navigate through the choices and wring branding effect and performance out of campaigns.

Well, digital media agencies are still around—but they continue to lose share to platforms as the amount of programmatically bought media increases. With RTB-based spending estimated to rise at an annualized rate of nearly 60% a year, according to market intelligence firm IDC, we could see as much as $14 billion in spending by 2016, or 27% of total display spending. Looks like the machines are slowly taking over.

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Soul-searching in the world of display advertising

This month has been a busy time for the online display advertising world with the huge dmexco trade show in Cologne followed by AdTech and two display-focused conferences taking place in London last week.

This post covers some of the main trends and challenges discussed at these events, some of which were outlined in my State of Display presentation at OMMA Display.

While there is much excitement around the growth of real-time bidding, there has also been plenty of realism and candour about the industry's on-going struggle to address the issues which are preventing brand advertisers from investing more of their advertising budgets.  

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Real-time bidding meets multichannel in a data-driven world: new report

Real-Time Bidding (RTB) Buyer's GuideA key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.

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Technology powers display growth, but people power its adoption

According to the recent IAB and PwC study, in 2010 display grew by 27% and search by 8%. If you have been following the growth of display and the rise of DSPs (demand-side platforms) you are no doubt aware that growth has been fuelled by RTB (real-time bidding).

Its growth and similarities are closely aligned to ‘traditional’ search bid management techniques. This is great news for the display industry and highlights great opportunities for the search marketer.

However, are search marketers grasping this opportunity, and do marketers and agencies really understand the new display environment?

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New Ad Serving Buyer’s Guide released

Ad Serving Buyer's GuideEconsultancy has this month published an updated version of the Ad Serving Buyer’s Guide, containing detailed information about the trends and issues affecting the online advertising sector as well as useful advice for those seeking a suitable ad serving supplier.

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Prominent ad bidders, buyers unite to create less marketplace confusion. But will it really help?

confused at computerHere’s a quick quiz. What’s the difference between a demand-side platform (DSP) and a real-time bidding (RTB) platform? Can media buyers get the same results from both? Which is more beneficial for publishers? What about yield optimization vs. data optimization?

Dozens of startups claim to answer those questions, but there’s really no way for publishers or media buyers to differentiate. Some of the most prominent ad bidding, buying and optimization firms have banded together to help clear up some of the confusion.

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