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Monday, November 30, 2020

Archive for the 'Programmatic advertising' Category

‘Advertisers love programmatic, but what about publishers?’ – Econsultancy

Patricio Robles says, “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? A survey conducted by ad tech firm Operative concluded that “when it comes to programmatic…publishers are from Mars, advertisers are from Venus.” While advertisers are increasingly spending through programmatic buys, because of the complex nature of the programmatic ecosystem, much... [...]

‘Three common pitfalls in programmatic buying’ – Econsultancy

Lori Goldberg says, “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. Without an eye for the nuance, or a thorough understanding of a few key components of programmatic buying, advertisers run the risk of making pitfalls that create negative experiences while wasting ad... [...]

‘Making the business case for programmatic advertising’ – Econsultancy

Sean Donnelly says, “The first banner ad appeared on Hotwired.com, the original website for Wired Magazine all the way back in 1994. Since then, the time and attention that consumers have to see and consider advertising has reduced significantly. This is for a number of reasons. 1. Consumer trust Firstly, and perhaps most importantly, is the issue of trust. Before the advent of the World Wide Web and in particular the universal ability to publish, there was an asymmetrical relationship between sellers and consumers, particularly when it came to selling high value or technical products such... [...]

‘The future of programmatic: top marketers give their verdict’ – Econsultancy

In a recent report on the Econsultancy blog, Maeve Hosea says, “Programmatic advertising is maturing across a variety of media. But what does the landscape look like, and what do marketers from Just Eat, the FT and Direct Line Group expect from programmatic in the future? The landscape New tech is ramping up efficiency for marketers in all areas, not least the advertising space. Programmatic display advertising allows brands to target adverts on a more granular level to specific demographic profiles and people with a perceived relevance for a given product. With multi-billion pound budgets,... [...]

‘Programmatic advertising: what is it and what are the trends in the market?’ – ‘Econsultancy’ Blog

The latest ‘Econsultancy’ blog post is titled “Programmatic advertising: what is it and what are the trends in the market?”. Ben Davis says, “70% of display advertising is still bought in the old fashioned manner. Yep, that’s right, faxing order forms, negotiating prices etc. But the advertising market is changing with programmatic advertising on the rise, whether it’s real time bidding (RTB) or programmatic direct. There are new companies springing up all over the place providing technology platforms for buying real-time targeted advertising (so called ‘demand... [...]