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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:
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?
Amazon is not a newcomer to the online advertising market. Through its A9.com subsidiary, it has been involved in the online ad ecosystem for some time.
But 2017 could see the online retail giant become a real force in the space with the introduction of a new platform called Amazon Publisher Services (APS).
It goes without saying that the Chinese display advertising market is huge and evolving quickly.
With the number of smartphone users comfortably exceeding 500m in 2016, Western brands in China are experimenting with programmatic to increase their reach.
Here are some key points about Chinese programmatic for the newcomer.
I've listened to programmatic experts discuss the problem of hiring an in-house programmatic team, and the consensus often seems to be threefold.
Hire people who know PPC, poach media-agency staff, or if that fails, hire young, smart people and train them up.
But what else is there to consider, not just attracting programmatic talent, but retaining it, too?
The robots are coming for jobs, and many who believe that they're exempt from the much ballyhooed robot job apocalypse might have reason to be far more worried.
That includes marketers.
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...