Demand Side Platforms

18 quotes on programmatic advertising

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.

Get with the programmatic: why brands need to understand the new advertising landscape

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.

Improved targeting and real-time reporting seen as main benefits of working with DSPs: report

In a competitive real-time bidding marketplace it is important for demand-side platforms (DSPs) to deliver a high level of service and manage client expectations, however our new Online Advertisers Survey Report suggests that this isn’t always the case.

On the plus side though, marketers also appear to be pleased with the targeting and reporting capabilities that DSPs can offer.

In fact, improved targeting was cited as the main benefit (67%) of working with DSPs, followed by real-time understanding of campaign performance (53%) and the ability to buy at impression level (53%).

Technology powers display growth, but people power its adoption

According to the recent IAB and PwC study, in 2010 display grew by 27% and search by 8%. If you have been following the growth of display and the rise of DSPs (demand-side platforms) you are no doubt aware that growth has been fuelled by RTB (real-time bidding).

Its growth and similarities are closely aligned to ‘traditional’ search bid management techniques. This is great news for the display industry and highlights great opportunities for the search marketer.

However, are search marketers grasping this opportunity, and do marketers and agencies really understand the new display environment?