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Earlier this year, I wrote about the emerging opportunity for brands to truly adopt personal marketing. I define personal marketing as the ability within a programmatic media-buying context to customize audience engagement at scale. Because paid media technology has matured to a point where marketers can truly establish meaningful relationships in real time based on a given ...
Programmatic advertising already accounts for nearly 60 percent of US digital display ad spending, according to a recent eMarketer report. Also notable is the quick growth of programmatic advertising in video and mobile. Yet some serious questions remain about just how mature the programmatic market is and what its ultimate growth potential is, due to a number of stubbornly t ...
The current US presidential campaign has been one of the most fascinating and unusual episodes in electoral politics in a very long time, perhaps ever. It has clearly been the perfect storm of voter anger and frustration meeting up with two distinctly idiosyncratic candidates, Donald Trump and Bernie Sanders, who have cleverly tapped into the populist rage and desire for a g ...
In the way that a lot people are freaked out about the possibility of a Donald Trump presidency, many in our industry are gnashing their teeth at the growing insurgency that is consumer ad blocking. In essence, just like many of the middle class in this country are shouting their frustration with the government through the vessel of the Trump campaign, people are revolting a ...
Last week, the Association of National Advertisers (ANA) and White Ops, a leading digital ad fraud detection and prevention service, put out its annual study on digital bot fraud, which estimated a $7.2 billion loss for advertisers. This report marked an increase from the duo’s 2015 report, which had pegged losses at $6.3 billion. Additionally, the IAB estimated $8.
During the early growth period of programmatic digital advertising, the notion of automation and more precise, relevant targeting was mostly embraced by the performance marketing sector of the broader ecosystem. Direct response-centric campaigns were a natural fit for programmatic methods, as they were awarded for such lower-funnel key performance indicators like clicks and conversions.
Much has been written over the past several years about the battle that traditional publishers have fought to adapt their business models to the dawning era of programmatic media buying. Quite frankly, those publishers are exhausted. Their print businesses in many instances have been completely destroyed.
Let’s assume that brand marketers have now presumably woken up to the necessity of a programmatic media strategy. All those stragglers have now booked their tickets on the programmatic express but are understandably trepidatious because of the complex technology and the bewildering terminology used to explain it. Here are five key considerations that will get you on the right path. 1.