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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.
You are a CMO and you are falling behind in the race to understand and implement programmatic advertising campaigns.
If that applies to you, Econsultancy's new report, The CMO's Guide to Programmatic, in association with AudienceScience, may be of use.
How do CRM and programmatic work together, and what are the challenges for advertisers that haven't yet achieved such integration?
Econsultancy and Sociomantic Labs have published a new report, The Role of CRM in Data-Driven Marketing, so I thought I'd give an overview of where these disciplines meet.
It's a bumper stats roundup this week.
If you're interested in social commerce, digital transformation, PPC, ecommerce conversion rates, print ad spend, travel UX, telco UX, programmatic, payments, insurance UX, Euro 2016 and fashion ecommerce... *pause for breath* then you're in luck.
As ever, this post is simply the entrée - head to our Internet Statistics Compendium for a proper meal.
People-based advertising is the use of first-party data to identify known individuals within an advertising ecosystem.
The data is selectively shared with publishers, reaching real people where they congregate online.
So, which solutions are brands using to do this and to what end?
Online budgets are getting bigger to more accurately reflect consumer behaviour, but so are ROI expectations.
And some new technologies which promise to bring us closer to our customer, arguably push us further away.
How is the ad tech landscape changing in 2016? And what tactics can we expect to boom?
Recently, I wrote an article about the scale of ad fraud.
In it, I mentioned a press release I had received from engage:BDR about their new VP of Inventory Quality.
I decided to catch up with their CEO, Ted Dhanik, to discuss the state of the industry.
We often discuss the state of display ads on this blog, sadly it is not always in the most positive light, and it seems the majority of marketers agree with us. But there is hope for a better approach.
Sixty-six percent of brand marketers and media buyers in Australia surveyed in our recent People-Based Advertising report either agree or strongly agree that the current model for display advertising is broken, and only 12% disagree that it is.
I’m not trying to teach anyone how to suck eggs here. Perish the thought.
But let’s face it: some of you probably just smile and nod when somebody starts going on about the merits of ‘second-party data’.
Sure, everyone knows what these terms mean in principle, but in this post I’m going to break down three key types of data – first-party, second-party and third-party – and explain what they all mean, where the different data sets come from and the pros and cons of each.