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The first banner ad appeared on Hotwired.com, the original website for Wired Magazine all the way back in 1994.
Since then, the time and attention that consumers have to see and consider advertising has reduced significantly.
This is for a number of reasons.
Last week we hosted Get With The Programmatic 2016 (GWTP), a conference designed to demystify programmatic and examine some of the technology steering its use cases.
A key theme that came up several times throughout the day was what marketers require to get started.
Programmatic advertising is growing, is still exciting, but has ultimately frustrated thus far.
But why, and how can agencies fix it?
How do creative and media agencies work together to ensure programmatic advertising is impactful?
That was the question for an esteemed panel of top agency bods at yesterday's Get With The Programmatic event.
Here's what they had to say...
The amount of children who went missing in the UK in 2015 could fill Wembley Stadium – twice.
This is just one shocking statistic cited by Ross Miller, Director of Fundraising and Communications at Missing People.
YouTube is facing a backlash after popular content creators claimed that the platform is failing to monetize their videos.
The row focuses on YouTube's Advertiser-Friendly Content Guidelines, which users claim they were not told about and that they feel are ambiguous.
People-based ad targeting brings the opportunity to target increasingly small segments of customers.
But with that comes the extra workload, creating more versions of ads. That's where creative management platforms (CMPs) and dynamic creative optimisation (DCO) comes in.
I caught up with Victor Wong, CEO of Thunder, a CMP, to find out more about how advertisers are using CMPs.
LinkedIn launched programmatic advertising at the end of June, intended to complement the fast-growing sponsored content on the platform.
Given LinkedIn's rich user information, this is a potential game-changer for B2B marketers.
We wanted to ask a few more questions, so we caught up with Matthew Hogg, Head of Ad Operations in the UK.
Thanks in large part to programmatic, advertisers have more ways than ever to reach consumers online, and to target their ads at scale.
But according to comScore, not all ads are created equal. Instead, ads that appear on premium sites are far more productive, particularly mid-funnel.
I've been reading our CMO's Guide to Programmatic and publishing some highlights here on the blog.
For this post, I've concentrated on the trend of bringing programmatic in house. What's driving it and why?
On the face of it, programmatic advertising and creativity would appear to make strange bedfellows.
The use of an automated, algorithmic method of media buying sounds like the death knell for creative campaigns.
It’s an emotive subject as it plays to wider fears about computers stealing our jobs.
As Econsultancy founder Ashley Friedlein observed in a post about digital marketing trends for 2016, "mobile is eating the world."
Coupled with the fact that programmatic has been nibbling away at digital advertising, it shouldn't come as a surprise that mobile programmatic is thriving.