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There's no doubt there are still issues with programmatic advertising; fraud, poor creative, and a lack of transparency from media agencies cause much debate.
Despite this, real-time bidding (the automated auction of ad impressions) has many obvious advantages for publishers.
So, I thought I'd help programmatic newbies with a list of the benefits of RTB.
If you're new to real-time bidding (RTB) in display advertising, the acronyms can be an obstacle to understanding a fairly simple concept.
It's just like PPC; using real-time auction technology to sell ad space, often to a known or lookalike audience (which you may be familiar with via Facebook advertising).
Programmatic advertising continued to creep into the generalist marketer's consciousness in 2015.
If you're interested, we recently wrote up a handy digest of some of 2015's programmatic trends.
But enough of looking backwards, let's look in the crystal ball and ask 'What's in store for 2016?'
Boy oh boy, 2015 was a big year for advertising debate.
To try and bring some closure to a year of fervid discussion on the Econsultancy blog, we asked two experts on performance marketing to give us their view on programmatic in 2015.
In 2012, we conducted research into how the recession had affected attitudes towards global trading opportunities.
We found that many of the respondents had been forced to rely heavily on global markets to maintain or grow their revenues.
Programmatic ad buying, or just 'programmatic', is a hot but confusing topic. It is being talked about a lot, but many find it difficult to understand in detail.
Here's an introduction to the topic which might help and we will follow up with details about programmatic in APAC.
In conjunction with our Get With The Programmatic conference taking place on 29 September, here’s a revised and updated beginner’s guide to all things programmatic.
With programmatic advertising rising ever higher up the marketer's agenda, I thought I'd assemble some quotes from various industry figures.
As much as anything, this is to help me on my journey to better understand the ad network world now that machine learning is upon us and the industry.
What does programmatic mean for ROI, fraud, video ads, native, brand advertising etc?
To continue your education (alongside mine), why not attend 'Get with the programmatic', Econsultancy and Marketing Week's new conference on the topic, 4th December in London.
Econsultancy and Marketing Week have launched a conference all about programmatic advertising.
NB: The next installment of ‘Get with the programmatic’ will take place on 29 September in London.
Let’s set the tone by discussing why brands must understand this technology (obvious spoiler alert: to be successful when purchasing ad inventory).
But let’s also have a look at some of the terminology and the dynamics between publishers, advertisers, ad networks, tech platforms and agencies.
Econsultancy has published a new report aimed at providing insight into the relatively new world of mobile advertising.
In this context, it seems appropriate to ask more generally, "what is the state of mobile today?"
So, for this post I've gleaned Chris O'Hara's views (the report author) on the state of mobile and why the time is so ripe for an explosion in mobile advertising (which over the past four years has seen an annual growth rate of 123%).
From omnichannel realities to the difficulty in audience tracking, here is the state of mobile today...
The report, The New Mobile Display Ecosystem, is available now.
Programmatic advertising is complicated. There's no doubt about that.
This complexity explains why there is quite a lot of terminology involved, but it can seem quite opaque to the newbie.
Luckily, Econsultancy has a wonderful and thorough discussion and explanation of programmatic - Programmatic Marketing: Beyond RTB.
As a taster, I thought I'd throw some important terms into a glossary. It's just the basics, but I hope it helps.
Here we are everyone, it's the weekly stats roundup. It comes tainted with sadness this time due to England's pathetic showing at the World Cup.
But to cheer you up, it includes stats on the Met Office's content strategy, analytics budgets, big data, real-time advertising, m-commerce and agency income.
And for more online marketing stats, download the Econsultancy Internet Statistics Compendium...