RTB

Six advantages of real-time bidding for publishers

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.

Programmatic trends in 2015: the big picture

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.

Programmatic advertising in APAC: An Introduction

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.

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.

What is the state of mobile advertising today?

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.

The beginner’s glossary of programmatic advertising

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.

A guide to personalised advertising online

Hello Brian. There are many ways an online ad can be personalised and targeted.

In this introduction to personalised ads online, I thought I’d order the information by marketing channel, rather than by types of targeting.

Ads can be targeted to behaviour, demographic, time and audience. Most people think of personalisation as a little more tailored than, say, device type, and more about personal information that a company has about you, be it name and age, or browsing and purchase behaviour.

Personalisation, despite implying one-to-one interaction, is often a more sophisticated automated and rules-based take on traditional segmentation of a database and delivery of a marketing message.

It can be based on information you have given to a company or on information inferred or collected with tags, or matched up with third-party data.

With marketing technology becoming more sophisticated and at the same time arguably easier to use, personalisation is an area set for prominence in marketing over the next couple of years.

CRM software allows companies to tailor web experiences to different segments of users and this redefines the purpose of a previously static web page or marketing message.

In this post though, I’m concentrating on advertising online and how it is personalised. Away we go!