Posts tagged with Programmatic

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Three straightforward steps to setting up a direct-buy programmatic campaign

Upon running a display campaign an advertiser is struck with many choices.

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.

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Following YouTube's brand safety backlash, will ad relevance take center stage?

Earlier this year, Google found itself facing a major boycott after YouTube advertisers discovered that their ads were being displayed alongside offensive content.

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.

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Native ads gain as advertisers seek brand safety away from programmatic

If one topic has dominated the digital advertising market in 2017, it's brand safety.

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.

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Ads.txt, a new standard for fighting inventory spoofing & unauthorized sellers: What you need to know

At the beginning of this month, the IAB's Tech Lab announced the release of the final Version 1.0 specification Ads.txt, which aims to help prevent inventory spoofing and unauthorized sellers.

Here's what publishers and advertisers need to know about Ads.txt.

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Programmatic has become problematic: Here's what marketers can do about it

Programmatic ad buying has been growing year on year, despite being plagued with scandals.

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.

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anne coghlan

A day in the life of... implementation consultant for AppNexus

This week's Day in the Life follows Anne Coghlan, a maths and philosophy student now working in the world of ad tech.

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 Econsultancy jobs board.

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Should advertisers be more picky with programmatic?

In 2016, 73% of advertisers' total display budgets were spent on programmatic. And for good reason: programmatic ad buying gives advertisers the ability to target specific audiences wherever they go across the web.

But some advertisers are becoming more selective about where they'll target consumers using programmatic platforms.

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Advertisers love programmatic, but what about publishers?

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?

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wolf howling

My nightmare trying to understand header bidding

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.

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score

Programmatic 101: What are user scoring and propensity modelling?

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:

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programmatic ecosystem

The future of programmatic: 2017 and beyond

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?

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Amazon could become an ad tech force in 2017

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).

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