tag:econsultancy.com,2008:/blog/tags/programmatic Posts tagged with "programmatic" from the Econsultancy blog 2017-12-06T09:30:00+00:00 tag:econsultancy.com,2008:BlogPost/69624 2017-12-06T09:30:00+00:00 2017-12-06T09:30:00+00:00 Three ways to boost brand safety in the programmatic age Sacha Berlik <p><strong>A perfectly planned ad campaign, sabotaged by brand messages popping up next to extremist or inappropriate content. This nightmareish prospect is enough to fill most marketers with fear - and for some, unfortunately, it has become a reality. </strong></p><p><a href="https://econsultancy.com/blog/69624-three-ways-to-boost-brand-safety-in-the-programmatic-age/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69588 2017-11-20T11:00:00+00:00 2017-11-20T11:00:00+00:00 10 signs that programmatic advertising is reaching maturity Ben Davis <p><strong>If you read the press you'd be forgiven for thinking programmatic advertising is in decline.</strong></p> <p>But for all the noise about brand safety, viewability, fraud and kickbacks – programmatic is maturing fast. A range of new technologies and initiatives have got many in the industry hopeful that 2018 could be a big year for programmatic.</p><p><a href="https://econsultancy.com/blog/69588-10-signs-that-programmatic-advertising-is-reaching-maturity/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69559 2017-11-13T13:00:00+00:00 2017-11-13T13:00:00+00:00 Ask the experts: How to integrate your programmatic and TV ad strategy? Ben Davis <p><strong>Welcome to the third part of our programmatic 'ask the experts' series.</strong></p> <p>Previously we've looked at <a href="https://econsultancy.com/blog/69522-ask-the-experts-how-to-track-the-offline-impact-of-programmatic-spend/">tracking the offline impact of programmatic spend</a> and <a href="https://econsultancy.com/blog/69558-ask-the-experts-what-s-the-best-way-to-target-programmatic-ads/">what data is needed for proper targeting</a>. In this article we tackle the challenge of integrating programmatic and TV, as well as asking how programmatic creative interplays with other channels.</p><p><a href="https://econsultancy.com/blog/69559-ask-the-experts-how-to-integrate-your-programmatic-and-tv-ad-strategy/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69556 2017-11-10T10:01:15+00:00 2017-11-10T10:01:15+00:00 More brands want to bring programmatic in-house, but can they? Patricio Robles <p><strong>For years, brands have grappled with questions about <a href="https://econsultancy.com/blog/69148-in-house-agency-versus-on-site-agency-weighing-the-pros-and-cons">which agency model is the best fit for their business</a>. </strong></p> <p>When it comes to programmatic, however, a new survey recently released by Advertiser Perceptions indicates that a growing number of brands are hoping to bring their efforts in-house.</p><p><a href="https://econsultancy.com/blog/69556-more-brands-want-to-bring-programmatic-in-house-but-can-they/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69558 2017-11-07T09:30:00+00:00 2017-11-07T09:30:00+00:00 Ask the experts: What's the best way to target programmatic ads? Ben Davis <p><strong>The experts are back with more advice on programmatic advertising.</strong></p> <p>In this article they answer two questions – Which data are most valuable for targeting? And what are the most important innovations in direct response?</p><p><a href="https://econsultancy.com/blog/69558-ask-the-experts-what-s-the-best-way-to-target-programmatic-ads/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69522 2017-11-01T11:30:00+00:00 2017-11-01T11:30:00+00:00 Ask the experts: How to track the offline impact of programmatic spend? Ben Davis <p><strong>Our 'ask the experts' series has moved on to the subject of programmatic advertising.</strong></p> <p>With still so much debate in the adtech industry, what better time to grasp the nettle and learn more about it.</p><p><a href="https://econsultancy.com/blog/69522-ask-the-experts-how-to-track-the-offline-impact-of-programmatic-spend/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69531 2017-10-31T15:10:00+00:00 2017-10-31T15:10:00+00:00 Direct ad buys are back in fashion as programmatic declines Patricio Robles <p><strong>Have brand safety concerns taken some of the shine off of programmatic and made direct ad buys more fashionable again?</strong></p> <p><a href="https://www.mediapost.com/publications/article/309154/report-fewer-brands-using-programmatic-ads-this-y.html">According to</a> data from MediaRadar, the answer looks to be “yes” as the number of brands engaging in programmatic ad buys dropped by 2% between January and July.</p><p><a href="https://econsultancy.com/blog/69531-direct-ad-buys-are-back-in-fashion-as-programmatic-declines/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69429 2017-10-23T10:58:00+01:00 2017-10-23T10:58:00+01:00 A day in the life of... a trading director at a DSP Ben Davis <p><strong>Ever wondered what it might be like to work for an adtech platform such as a <a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb">DSP</a>?</strong></p> <p>Carl Millikin, trading director for the UK and France at <a href="https://www.thetradedesk.com/">The Trade Desk</a>, is here to give us some insight. Let's try his shoes on for size.</p><p><a href="https://econsultancy.com/blog/69429-a-day-in-the-life-of-a-trading-director-at-a-dsp/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69428 2017-10-16T09:55:54+01:00 2017-10-16T09:55:54+01:00 A day in the life of... product director at Media iQ Ben Davis <p><strong>John Goulding is global product director at Media iQ, a company which uses its proprietry analytics technology platform to deliver better targeted digital advertising campaigns.</strong></p> <p>Goulding gives us some nice insights into the world of programmatic, as well as letting us know what he gets up to day-to-day.</p><p><a href="https://econsultancy.com/blog/69428-a-day-in-the-life-of-product-director-at-media-iq/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69407 2017-09-08T11:35:52+01:00 2017-09-08T11:35:52+01:00 Programmatic in 2017: An interview with Getintent’s George Levin Seán Donnelly <p><strong>Programmatic advertising continues to grow rapidly, but despite a lot being written about it and a range of conferences dedicated specifically to the topic, it would seem that marketers still need to educate themselves on what programmatic is, how it can be deployed strategically and how best to manage it.</strong></p><p><a href="https://econsultancy.com/blog/69407-programmatic-in-2017-an-interview-with-getintent-s-george-levin/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69337 2017-08-15T12:11:00+01:00 2017-08-15T12:11:00+01:00 How to get the most out of audience data in programmatic Daniel Gilbert <p><strong>One of the great advantages of programmatic is access to audience data.</strong></p> <p>On top of the first-party data a business might hold, there is an enormous supply of third-party data that can be added to enhance targeting. Despite this, a CIM report this year <a href="https://www.enterprisetimes.co.uk/2017/04/24/irrelevant-marketing-hits-50-of-public/">found</a> that 50% of all marketing is deemed ‘irrelevant’ by the audience it reaches.</p><p><a href="https://econsultancy.com/blog/69337-how-to-get-the-most-out-of-audience-data-in-programmatic/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69280 2017-07-27T11:00:00+01:00 2017-07-27T11:00:00+01:00 Three straightforward steps to setting up a direct-buy programmatic campaign James Cristal <p><strong>Upon running a display campaign an advertiser is struck with many choices.</strong></p> <p>Which creatives to expose on publisher sites? Which cohorts to target? How many impressions to purchase? Spend? And which agencies to run these on your behalf? It comes with a lot to consider.</p><p><a href="https://econsultancy.com/blog/69280-three-straightforward-steps-to-setting-up-a-direct-buy-programmatic-campaign/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69276 2017-07-25T15:00:00+01:00 2017-07-25T15:00:00+01:00 Following YouTube's brand safety backlash, will ad relevance take center stage? Patricio Robles <p><strong>Earlier this year, Google found itself facing a major boycott after YouTube advertisers discovered that their ads were being displayed alongside offensive content.</strong></p> <p>Google was forced to respond. It promised advertisers better technology to weed out inappropriate content. And it got stricter about which content it allows to be monetized through ads, much to the chagrin of some of its biggest content creators who generate their revenue solely through ads.</p><p><a href="https://econsultancy.com/blog/69276-following-youtube-s-brand-safety-backlash-will-ad-relevance-take-center-stage/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69245 2017-07-13T12:33:56+01:00 2017-07-13T12:33:56+01:00 Native ads gain as advertisers seek brand safety away from programmatic Patricio Robles <p><strong>If one topic has dominated the digital advertising market in 2017, it's brand safety.</strong></p> <p>A backlash over advertising displayed alongside offensive content led major ad agencies like Havas and a diverse group of major brand advertisers including Toyota, GlaxoSmithKline and Verizon, to boycott Google.</p><p><a href="https://econsultancy.com/blog/69245-native-ads-gain-as-advertisers-seek-brand-safety-away-from-programmatic/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69231 2017-07-11T15:00:00+01:00 2017-07-11T15:00:00+01:00 Ads.txt, a new standard for fighting inventory spoofing & unauthorized sellers: What you need to know Patricio Robles <p><strong>At the beginning of this month, the IAB's Tech Lab announced <a href="https://iabtechlab.com/ads-txt/">the release</a> of the final Version 1.0 specification Ads.txt, which aims to help prevent inventory spoofing and unauthorized sellers.</strong></p> <p>Here's what publishers and advertisers need to know about Ads.txt.</p><p><a href="https://econsultancy.com/blog/69231-ads-txt-a-new-standard-for-fighting-inventory-spoofing-unauthorized-sellers-what-you-need-to-know/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69208 2017-07-03T02:00:00+01:00 2017-07-03T02:00:00+01:00 Programmatic has become problematic: Here's what marketers can do about it Jeff Rajeck <p><strong>Programmatic ad buying has been growing year on year, despite being plagued with scandals.</strong></p> <p>Whether its click fraud, brand safety, data privacy, or viewability it seems that every time programmatic is mentioned that it's because it is causing some major headache for marketers.</p><p><a href="https://econsultancy.com/blog/69208-programmatic-has-become-problematic-here-s-what-marketers-can-do-about-it/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68918 2017-03-20T11:31:11+00:00 2017-03-20T11:31:11+00:00 A day in the life of... implementation consultant for AppNexus Ben Davis <p><strong>This week's Day in the Life follows <a href="https://www.linkedin.com/in/annecoghlan/">Anne Coghlan</a>, a maths and philosophy student now working in the world of ad tech.</strong></p> <p>Read on to find out what Anne does in her work as an implementation consultant. Or if you're looking for a new job, check out the <a href="https://jobs.econsultancy.com/">Econsultancy jobs board</a>.</p><p><a href="https://econsultancy.com/blog/68918-a-day-in-the-life-of-implementation-consultant-for-appnexus/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68844 2017-02-28T10:23:30+00:00 2017-02-28T10:23:30+00:00 Should advertisers be more picky with programmatic? Patricio Robles <p><strong>In 2016, <a href="https://econsultancy.com/blog/68742-three-common-pitfalls-in-programmatic-buying">73% of advertisers' total display budgets were spent on programmatic</a>. And for good reason: programmatic ad buying gives advertisers the ability to target specific audiences wherever they go across the web.</strong></p> <p>But some advertisers are becoming more selective about where they'll target consumers using programmatic platforms.</p><p><a href="https://econsultancy.com/blog/68844-should-advertisers-be-more-picky-with-programmatic/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68733 2017-02-08T15:00:57+00:00 2017-02-08T15:00:57+00:00 Advertisers love programmatic, but what about publishers? Patricio Robles <p><strong>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.</strong></p> <p>But what about publishers? How do they feel about programmatic?</p><p><a href="https://econsultancy.com/blog/68733-advertisers-love-programmatic-but-what-about-publishers/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68687 2017-01-12T10:03:18+00:00 2017-01-12T10:03:18+00:00 My nightmare trying to understand header bidding Ben Davis <p><strong>I tried to understand header bidding in programmatic advertising, but I hit a brick wall of incomprehension.</strong></p> <p>I got completely confused reading about how real-time bidding (RTB) works.</p><p><a href="https://econsultancy.com/blog/68687-my-nightmare-trying-to-understand-header-bidding/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68682 2017-01-09T11:19:08+00:00 2017-01-09T11:19:08+00:00 Programmatic 101: What are user scoring and propensity modelling? Ben Davis <p><strong>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.</strong></p> <p>You might have heard or seen reference variously to:</p><p><a href="https://econsultancy.com/blog/68682-programmatic-101-what-are-user-scoring-and-propensity-modelling/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68650 2016-12-21T11:00:00+00:00 2016-12-21T11:00:00+00:00 The future of programmatic: 2017 and beyond Ben Davis <p><strong>2016 was certainly not a dull year for advertising.</strong></p> <p>There are still big questions to be answered about media agency practices, transparency and effectiveness.</p> <p>All the while, adtech technology and data management becomes more sophisticated. So, what does 2017 and beyond have in store?</p><p><a href="https://econsultancy.com/blog/68650-the-future-of-programmatic-2017-and-beyond/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68628 2016-12-14T14:11:58+00:00 2016-12-14T14:11:58+00:00 Amazon could become an ad tech force in 2017 Patricio Robles <p><strong>Amazon is not a newcomer to the online advertising market. Through its A9.com subsidiary, it has <a href="https://econsultancy.com/blog/459-amazon-trials-clickriver-ppc-ad-platform/">been involved in the online ad ecosystem for some time</a>. </strong></p> <p>But 2017 could see the online retail giant become a real force in the space with the introduction of a new platform called <a href="https://aps.amazon.com/aps/index.html">Amazon Publisher Services</a> (APS).</p><p><a href="https://econsultancy.com/blog/68628-amazon-could-become-an-ad-tech-force-in-2017/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68399 2016-11-17T09:53:13+00:00 2016-11-17T09:53:13+00:00 Programmatic in China: Seven things to know Ben Davis <p><strong>It goes without saying that the Chinese display advertising market is huge and evolving quickly.</strong></p> <p>With the number of smartphone users comfortably exceeding 500m in 2016, Western brands in China are experimenting with programmatic to increase their reach.</p> <p>Here are some key points about Chinese programmatic for the newcomer.</p><p><a href="https://econsultancy.com/blog/68399-programmatic-in-china-seven-things-to-know/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68405 2016-11-15T13:56:48+00:00 2016-11-15T13:56:48+00:00 The programmatic hiring challenge: How to find and retain talent? Ben Davis <p><strong>I've listened to programmatic experts discuss the problem of hiring an in-house programmatic team, and the consensus often seems to be threefold.</strong></p> <p>Hire people who know <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC</a>, poach media-agency staff, or if that fails, hire young, smart people and train them up.</p> <p>But what else is there to consider, not just attracting programmatic talent, but retaining it, too?</p><p><a href="https://econsultancy.com/blog/68405-the-programmatic-hiring-challenge-how-to-find-and-retain-talent/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68339 2016-10-04T15:19:07+01:00 2016-10-04T15:19:07+01:00 Will marketers be automated out of a job? Patricio Robles <p><strong>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.</strong></p> <p>That includes marketers.</p><p><a href="https://econsultancy.com/blog/68339-will-marketers-be-automated-out-of-a-job/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68321 2016-09-27T14:02:20+01:00 2016-09-27T14:02:20+01:00 Making the business case for programmatic advertising Seán Donnelly <p><strong>The first banner ad appeared on Hotwired.com, the original website for Wired Magazine all the way back in 1994. </strong></p> <p>Since then, the time and attention that consumers have to see and consider advertising has reduced significantly.</p> <p>This is for a number of reasons.</p><p><a href="https://econsultancy.com/blog/68321-making-the-business-case-for-programmatic-advertising/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68323 2016-09-26T14:33:00+01:00 2016-09-26T14:33:00+01:00 Getting started with programmatic? Here are some tips from the experts Seán Donnelly <p><strong>Last week we hosted <a href="https://econsultancy.com/events/get-with-the-programmatic-2016/">Get With The Programmatic 2016</a> (GWTP), a conference designed to demystify programmatic and examine some of the technology steering its use cases.</strong></p> <p>A key theme that came up several times throughout the day was what marketers require to get started.</p><p><a href="https://econsultancy.com/blog/68323-getting-started-with-programmatic-here-are-some-tips-from-the-experts/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68315 2016-09-23T09:44:24+01:00 2016-09-23T09:44:24+01:00 Where has programmatic gone wrong and how can agencies fix it? Ben Davis <p><strong>Programmatic advertising is growing, is still exciting, but has ultimately frustrated thus far.</strong></p> <p>But why, and how can agencies fix it?</p><p><a href="https://econsultancy.com/blog/68315-where-has-programmatic-gone-wrong-and-how-can-agencies-fix-it/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68311 2016-09-22T14:21:47+01:00 2016-09-22T14:21:47+01:00 The tango of data science and art: How agencies should work together on programmatic Ben Davis <p><strong>How do creative and media agencies work together to ensure programmatic advertising is impactful?</strong></p> <p>That was the question for an esteemed panel of top agency bods at yesterday's <a href="http://conferences.marketingweek.com/mc/programmatic/getwiththeprogrammatic">Get With The Programmatic</a> event.</p> <p>Here's what they had to say...</p><p><a href="https://econsultancy.com/blog/68311-the-tango-of-data-science-and-art-how-agencies-should-work-together-on-programmatic/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68310 2016-09-21T11:28:00+01:00 2016-09-21T11:28:00+01:00 How OOH programmatic helped drive Missing People’s latest campaign Nikki Gilliland <p><strong>The amount of children who went missing in the UK in 2015 could fill Wembley Stadium – twice.</strong></p> <p>This is just one shocking statistic cited by Ross Miller, Director of Fundraising and Communications at Missing People.</p><p><a href="https://econsultancy.com/blog/68310-how-ooh-programmatic-helped-drive-missing-people-s-latest-campaign/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68259 2016-09-05T15:40:46+01:00 2016-09-05T15:40:46+01:00 Are online advertisers wising up about content quality? Patricio Robles <p><strong>YouTube is facing a backlash after popular content creators claimed that the platform is failing to monetize their videos. </strong></p> <p>The row focuses on YouTube's Advertiser-Friendly Content Guidelines, which users claim they were not told about and that they feel are ambiguous.</p><p><a href="https://econsultancy.com/blog/68259-are-online-advertisers-wising-up-about-content-quality/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68213 2016-08-25T09:39:20+01:00 2016-08-25T09:39:20+01:00 What are the benefits of a creative management platform (CMP)? Ben Davis <p><strong>People-based ad targeting brings the opportunity to target increasingly small segments of customers.</strong></p> <p>But with that comes the extra workload, creating more versions of ads. That's where <a href="https://econsultancy.com/blog/67629-in-programmatic-advertising-what-are-cmps-and-dcos/">creative management platforms (CMPs) and dynamic creative optimisation (DCO)</a> comes in.</p> <p>I caught up with Victor Wong, CEO of Thunder, a CMP, to find out more about how advertisers are using CMPs.</p><p><a href="https://econsultancy.com/blog/68213-what-are-the-benefits-of-a-creative-management-platform-cmp/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68162 2016-08-12T09:50:00+01:00 2016-08-12T09:50:00+01:00 LinkedIn's Head of Ad Ops on programmatic advertising and native content Ben Davis <p><strong>LinkedIn <a href="https://business.linkedin.com/marketing-solutions/blog/linkedin-news/2016/linkedin-launches-programmatic-buying">launched programmatic advertising</a> at the end of June, intended to complement the fast-growing sponsored content on the platform.</strong></p> <p>Given LinkedIn's rich user information, this is a potential game-changer for B2B marketers.</p> <p>We wanted to ask a few more questions, so we caught up with Matthew Hogg, Head of Ad Operations in the UK.</p><p><a href="https://econsultancy.com/blog/68162-linkedin-s-head-of-ad-ops-on-programmatic-advertising-and-native-content/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68086 2016-07-20T12:30:00+01:00 2016-07-20T12:30:00+01:00 Ads on premium sites drive 67% greater brand lift Patricio Robles <p><strong>Thanks in large part to programmatic, advertisers have more ways than ever to reach consumers online, and to target their ads at scale.</strong></p> <p>But according to comScore, not all ads are created equal. Instead, ads that appear on premium sites are far more productive, particularly mid-funnel.</p><p><a href="https://econsultancy.com/blog/68086-ads-on-premium-sites-drive-67-greater-brand-lift/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68026 2016-07-14T14:54:00+01:00 2016-07-14T14:54:00+01:00 Programmatic advertising: Why the trend for moving it in house? Ben Davis <p><strong>I've been reading our <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic">CMO's Guide to Programmatic</a> and publishing some highlights here on the blog.</strong></p> <p>So far, I've touched on <a href="https://econsultancy.com/blog/67989-five-challenges-of-programmatic-that-cmos-must-understand/">challenges of programmatic</a> and the <a href="https://econsultancy.com/blog/67995-mobile-programmatic-the-basics-that-cmos-need-to-know/">basics of mobile programmatic</a>.</p> <p>For this post, I've concentrated on the trend of bringing programmatic in house. What's driving it and why?</p><p><a href="https://econsultancy.com/blog/68026-programmatic-advertising-why-the-trend-for-moving-it-in-house/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68063 2016-07-14T10:15:00+01:00 2016-07-14T10:15:00+01:00 Can we overcome the tension between programmatic and creativity? David Moth <p><strong>On the face of it, programmatic advertising and creativity would appear to make strange bedfellows.</strong></p> <p>The use of an automated, algorithmic method of media buying sounds like the death knell for creative campaigns.</p> <p>It’s an emotive subject as it plays to wider fears about computers stealing our jobs. </p><p><a href="https://econsultancy.com/blog/68063-can-we-overcome-the-tension-between-programmatic-and-creativity/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67927 2016-07-01T15:03:00+01:00 2016-07-01T15:03:00+01:00 Mobile programmatic is now an established digital channel: Stats Patricio Robles <p><strong>As Econsultancy founder Ashley Friedlein observed in a post about <a href="https://econsultancy.com/blog/67397-ashley-friedlein-s-10-digital-marketing-ecommerce-trends-for-2016/#Mobile">digital marketing trends for 2016</a>, "mobile is eating the world."</strong></p> <p>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.</p><p><a href="https://econsultancy.com/blog/67927-mobile-programmatic-is-now-an-established-digital-channel-stats/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67989 2016-06-30T14:28:00+01:00 2016-06-30T14:28:00+01:00 Five challenges of programmatic that CMOs must understand Ben Davis <p><strong>You are a CMO and you are falling behind in the race to understand and implement programmatic advertising campaigns.</strong></p> <p>If that applies to you, Econsultancy's new report, <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/">The CMO's Guide to Programmatic</a>, in association with AudienceScience, may be of use.</p><p><a href="https://econsultancy.com/blog/67989-five-challenges-of-programmatic-that-cmos-must-understand/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67794 2016-05-17T11:23:00+01:00 2016-05-17T11:23:00+01:00 Why use CRM data in programmatic media campaigns? Ben Davis <p><strong>How do CRM and programmatic work together, and what are the challenges for advertisers that haven't yet achieved such integration?</strong></p> <p>Econsultancy and Sociomantic Labs have published a new report, <a href="https://econsultancy.com/reports/the-role-of-crm-in-data-driven-advertising/">The Role of CRM in Data-Driven Marketing</a>, so I thought I'd give an overview of where these disciplines meet.</p><p><a href="https://econsultancy.com/blog/67794-why-use-crm-data-in-programmatic-media-campaigns/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67793 2016-04-29T10:05:11+01:00 2016-04-29T10:05:11+01:00 15 startling digital marketing statistics from this week Ben Davis <p><strong>It's a bumper stats roundup this week.</strong></p> <p>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.</p> <p>As ever, this post is simply the entrée - head to our <a href="https://econsultancy.com/reports/internet-statistics-compendium/">Internet Statistics Compendium</a> for a proper meal.</p><p><a href="https://econsultancy.com/blog/67793-15-startling-digital-marketing-statistics-from-this-week/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67750 2016-04-15T15:27:00+01:00 2016-04-15T15:27:00+01:00 How are brands using people-based advertising? Ben Davis <p><strong>People-based advertising is the use of first-party data to identify known individuals within an advertising ecosystem.</strong></p> <p>The data is selectively shared with publishers, reaching real people where they congregate online.</p> <p>So, which solutions are brands using to do this and to what end?</p><p><a href="https://econsultancy.com/blog/67750-how-are-brands-using-people-based-advertising/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67675 2016-03-28T13:00:00+01:00 2016-03-28T13:00:00+01:00 Six online advertising tactics set to rise Stephanie Carr <p><strong>Online budgets are getting bigger to more accurately reflect consumer behaviour, but so are ROI expectations.</strong></p> <p>And some new technologies which promise to bring us closer to our customer, arguably push us further away.</p> <p>How is the ad tech landscape changing in 2016? And what tactics can we expect to boom?</p><p><a href="https://econsultancy.com/blog/67675-six-online-advertising-tactics-set-to-rise/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67660 2016-03-25T18:00:00+00:00 2016-03-25T18:00:00+00:00 What can prevent ad fraud? We ask an ad tech CEO. Ben Davis <p><strong>Recently, I wrote an article about <a href="https://econsultancy.com/blog/67659-three-things-that-show-the-scale-of-the-ad-fraud-challenge/">the scale of ad fraud.</a></strong></p> <p>In it, I mentioned a press release I had received from engage:BDR about their new VP of Inventory Quality.</p> <p>I decided to catch up with their CEO, Ted Dhanik, to discuss the state of the industry.</p><p><a href="https://econsultancy.com/blog/67660-what-can-prevent-ad-fraud-we-ask-an-ad-tech-ceo/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67670 2016-03-24T13:41:49+00:00 2016-03-24T13:41:49+00:00 Two-thirds of Australian marketers say current display ads model is broken Jack Simpson <p><strong>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.</strong></p> <p>Sixty-six percent of brand marketers and media buyers in Australia surveyed in our recent <a href="https://www.econsultancy.com/reports/people-based-advertising/">People-Based Advertising report</a> either agree or strongly agree that the current model for display advertising is broken, and only 12% disagree that it is. </p><p><a href="https://econsultancy.com/blog/67670-two-thirds-of-australian-marketers-say-current-display-ads-model-is-broken/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67674 2016-03-24T10:00:08+00:00 2016-03-24T10:00:08+00:00 What are first-, second- and third-party data? Jack Simpson <p><strong>I’m not trying to teach anyone how to suck eggs here. Perish the thought.</strong></p> <p>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’. </p> <p>Sure, everyone knows what these terms mean in principle, but in this post I’m going to break down three key types of data – <a href="https://econsultancy.com/blog/66621-the-most-powerful-data-is-the-data-you-already-own-new-report">first-party</a>, 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.</p><p><a href="https://econsultancy.com/blog/67674-what-are-first-second-and-third-party-data/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67628 2016-03-15T10:00:57+00:00 2016-03-15T10:00:57+00:00 Should we be in the creative's corner against programmatic? Ben Davis <p><strong>At Econsultancy's recent Creative Programmatic conference, I was struck by a healthy scepticism towards some areas of personalization.</strong></p> <p>Then this morning I read <a href="http://adcontrarian.blogspot.co.uk/2016/03/data-vs-probability.html">a beautifully concise post from the Ad Contrarian</a>.</p> <p>I'll quote from both the conference and the blog post and you can make up you're own mind as to the dangers posed by personalization to the art of advertising.</p><p><a href="https://econsultancy.com/blog/67628-should-we-be-in-the-creative-s-corner-against-programmatic/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67629 2016-03-11T09:43:00+00:00 2016-03-11T09:43:00+00:00 In programmatic advertising, what are CMPs and DCOs? Ben Davis <p><strong>Programmatic creative is a burgeoning area of ad technology.</strong></p> <p>Lots of new software is entering the market that allows ad creative to be produced and optimised quickly and at scale.</p> <p>These technologies can be defined as CMPs or DCOs. So, what exactly are they?</p><p><a href="https://econsultancy.com/blog/67629-in-programmatic-advertising-what-are-cmps-and-dcos/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67616 2016-03-08T11:12:51+00:00 2016-03-08T11:12:51+00:00 Video ads: if you’re demanding attention you’re doing it wrong Jack Simpson <p><strong>Attention spans are evolving, and by that I mean they’re shrinking. </strong></p> <p>Halfway through writing that sentence my phone dinged and I saw a tweet pop up that looked quite interesting.</p> <p>15 minutes of internet rabbit hole-diving later and I remembered I was supposed to be writing a sentence.  </p> <p>I’m not alone in this, and one of the talks at our <a href="https://econsultancy.com/events/creative-programmatic/">Creative Programmatic</a> event last week that particularly interested me was from Innovid’s Tal Chalozin, who was there to discuss how video advertisers can cater for the modern-day online attention span. </p><p><a href="https://econsultancy.com/blog/67616-video-ads-if-you-re-demanding-attention-you-re-doing-it-wrong/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67608 2016-03-04T10:57:41+00:00 2016-03-04T10:57:41+00:00 12 intriguing digital marketing stats from the past week Jack Simpson <p><strong>It’s Mother’s Day on Sunday, when we celebrate and show our appreciation for the women who brought us kicking and screaming into this world. </strong></p> <p>I’m in a sharing mood, so I’m going to open up to you and tell you the single most powerful piece of advice my mother ever gave me. I remember it word for word. </p> <p>She said: “Son, whatever you do in life, wherever you go, don’t ever let anyone stop you reading the weekly Econsultancy <a href="https://econsultancy.com/reports/internet-statistics-compendium/">digital marketing stats</a> round-up.”</p><p><a href="https://econsultancy.com/blog/67608-12-intriguing-digital-marketing-stats-from-the-past-week/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p>