Posts in Real-time bidding

Google's response to header bidding is now available to all DFP publishers

Last week, Google announced that Exchange Bidding, a real-time bidding solution that allows third-party exchanges to compete with DoubleClick Ad Exchange, is now available to all DoubleClick for Publishers (DFP) customers. 

Exchange Bidding is Google's response to header bidding, which some have suggested poses one of the greatest threats to the world's most powerful digital advertising business.

1 comment

Five trends for online advertising strategy in 2018

Marketing may be about a lot more than just producing ads, yet when marketers meet, advertising is almost always a topic of conversation.

0 comments

Why digital out-of-home advertising is not really digital (yet)

Digital out-of-home advertising (DOOH) is predicted to hit 50% of all outdoor revenue by the end of 2017, while the number of digital screens in the UK has increased from 2,056 in 2009 to over 17,000 in 2017 thanks to investment of around £100m.

0 comments

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.

0 comments

Where is data-driven marketing headed in 2017?

'Data-driven' is one of those terms which seems unnecessary for marketing. Surely all marketing uses data to some extent, so why does there need to be a distinction?

As marketing increasingly moves to digital platforms, however, the concepts behind the term 'data-driven marketing' have become distinguished from more traditional marketing and even have their own vocabulary.

4 comments

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?

3 comments
Silverlight Digital | Common pitfalls in programmatic advertising

Three common pitfalls in programmatic buying

In 2016, 73% of advertisers' total display budgets were spent on programmatic. With those numbers expected to rise, advertisers need to pay particular attention.

While the nature of programmatic itself is to streamline and create efficiencies inside the buying process, marketers need to keep the most important piece of this strategy front and center: the consumer.

2 comments

The Weather Company on programmatic, ad fraud, and how extreme conditions affect business

Jeremy Hlavacek heads up programmatic advertising sales at The Weather Company, where he is VP of Global Automated Monetization.

I recently spoke to him about innovation in programmatic ad sales, how major weather events like Hurricane Matthew affect business and the challenges posed by ad fraud. 

1 comment
hiring

The programmatic hiring challenge: How to find and retain talent?

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?

0 comments

What is the Financial Times' approach to programmatic advertising?

Econsultancy’s Get With The Programmatic conference returns to London on September 21st.

Hosted in partnership with Marketing Week, the event will explore future programmatic trends, the technology steering these advances, and the brands showcasing them.

1 comment

How programmatic advertising is helping drive the digital transformation agenda

Programmatic may be the most exciting thing to happen in marketing since brands started to advertise on the internet.

The promise of programmatic is that mass advertising can be individually tailored to create personalised, one-to-one communications. 

0 comments

How ‘people-based marketing’ is redefining effectiveness in programmatic ad buying

Nic Travis, vice-president and head of digital marketing at credit card company MBNA, will speak at Marketing Week and Econsultancy’s Get With the Programmatic conference on 20 and 21 September.

We caught up with him to explore the latest trends in programmatic ad buying, and how he sees the discipline evolving.

0 comments