Programmatic Advertising & Media Buying

    • Your programmatic platform has an expiration date

      Listen up, agencies and brands: the programmatic platform you’re using is dying. Actually, it should probably already be dead. Many of the major platforms that marketers know, use and rely on to drive awareness and conversions are out of date. They were built for desktop advertising, but we’re in an age where mobile ad spending is poised to overtake desktop revenues, accordi ...

      Marketing Landin Display- 23 readers -
    • Weather Company’s data now available to any advertiser through LiveRamp

      The Weather Company is going big with weather. The IBM-owned firm has announced a partnership with Acxiom-owned data management platform (DMP) LiveRamp, which is the first use of the Weather Company’s weather data for targeting ads outside of its website. “We’re going to become an ad product factory, distributed through LiveRamp,” VP of Global Automated Monetization Jeremy Hlavacek told me.

      Marketing Land- 14 readers -
  • 4 lessons from a decade of ad tech disruption

    … Since the first RTB ad was placed in 2010, our industry’s story has been one of rapid, often painful evolution. Alongside the technological disruption, however, we have also seen numerous troubling revelations that shook marketers’ confidence, and in turn changed their approach. Just as programmatic and social began to take off, news emerged…

    Marketing Landin Display- 17 readers -
  • Where does your programmatic spend go?

    … like to show you how a typical spend is converted into media inventory. I hope this will be a useful insight into an area of advertising that has for too long been opaque. I also hope it will provide some balance to an ongoing media narrative about the wastefulness of programmatic, which, for all of its issues, offers advertisers so much more than…

    Marketing Landin Display- 13 readers -
  • Countering header bidding, Google drops its ‘last look’ advantage

    … Google may have taken away header bidding’s best reason for being. The increasingly popular practice of header bidding arose largely because publishers were unhappy that Google gave its own DoubleClick Ad Exchange (AdX) a “last look” on auctions for ad impressions. Only AdX was able to bid on every impression, and it could always outbid others…

    Marketing Landin Display Google- 16 readers -
  • Header bidding: What marketers need to know

    … to the programmatic advertising ecosystem, it’s also become a popular topic of discussion within the industry. Yet when I ask industry associates how much they know about it, most reply “very little.” What is header bidding, and how does it work? If the concept of header bidding is new to you, I suggest starting with this beginner’s guide to header…

    Ratko Vidakovic/ Marketing Landin Display- 23 readers -
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