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Tuesday, January 31, 2023

Archive for the 'Programmatic advertising' Category

The Future of Programmatic: Transparent & Value Driven [Podcast]

Search Engine Journal has published a new episode of the Search Engine Show podcast ‘The Future of Programmatic: Transparent & Value Driven’ featuring Rajeev Goel. Loren Baker says, “Can programmatic be transparent and value-driven, given the deprecation of third-party cookies? Absolutely. Rajeev Goel, Co-founder and CEO of PubMatic, joins me on the SEJShow to talk about the future of programmatic. You can expect to hear critical insights on Google’s open bidding, ID services, how AI can play a future role, bidding after cookies, CTV, trends, and more.” Search... [...]

Programmatic Advertising Explained

Programmatic advertising uses automated technology and algorithmic tools for media buying. The term programmatic relates to the process of how ads are bought and sold in the advertising space. Search Engine Journal contributor Brooke Osmundson has published an article explaining programmatic advertising and how it works. She says, “Automated technology has made significant strides throughout the years. There are many types of programmatic platforms. The three main types of platforms are: Sell-side platform. Also known as a “supply-side platform,” this platform allows publishers... [...]

Seven programmatic buying best practices

The term programmatic buying refers to the process of using algorithms to process the purchases online. It has been an in thing for several years now. As we have already entered in the new year, its time to go through the ways we can enhance our programmatic buying efforts. Econsultancy team has shared seven best practices to help brands and marketers. The inputs are based on a roundtable. Highlighting the importance of first party data, Jeff Rajeck says, “Marketers getting started with programmatic buying were advised by experts to look at first-party data, or the data which the brand... [...]

Programmatic native ads: three reason to use

Programmatic native ads provide people with positive user experiences, and they result in better performing ads for publishers and advertisers. Marketing Land contributor Grace Kaye has shared three reasons why marketers should use programmatic native ads. Kaye says, “Doing native ads programmatically means you get many of the benefits of programmatic display: automated media buying, effective targeting and audience insights for further optimization. A 2016 Think With Google report found that when the “Flex Frames” native format was introduced by... [...]

Here’re eleven predictions about programmatic advertising in 2018

Programmatic ad segment is growing continuously. It comprises online ads and video to digital out-of-home, streaming, voice and TV. According to Forbes, programmatic advertising enables better targeting of prospects, more highly relevant ads and higher quality conversions. Econsultancy’s Ben Davis has shared eleven trends that might be seen in the next year. Davis says, “What a year 2017 was for programmatic advertising! Surely, 2018 can only see more transparency and greater creative execution? But I’m not the man to ask, so I went in search of some experts. Here’s... [...]

Strategies to track the offline impact of programmatic spend

Econsultancy columnist Ben Davis has published five experts’ views on ways to track the offline impact of programmatic spend. Sameer Modha, head of data at DigitasLBi says, “This varies hugely by category; the ideal thing is to find a data source of individually-linkable, category-wide, reasonably large-scale sales data to measure against. In CPG, the loyalty card ‘panels’ and also sometimes the home-scanning panels (especially modern ones like Infoscout) are ripe for this. In cars, people with high frequency location data like Facebook have ‘location lift’... [...]

Econsultancy’s guide to keep your brand safe in a programmatic world

Programmatic advertising is a method by which ads are bought and sold like search ads on Google—auction based, with the buyer paying whatever price an ad is worth at a given moment. This form of marketing enables brands to gain more efficiency from their digital marketing efforts. Econsultancy columnist Ray Jenkin has published a short guide to help companies enhance their programmatic efforts. On defining a programmatic brand safety policy, Jenkin says, “A clear, unambiguous policy helps your vendor and agency partners execute brand safety measures more accurately and effectively.... [...]

Econsultancy highlights five programmatic advertising trends

Programmatic advertising  refers to the use of software to purchase digital advertising. According to recent eMarketer estimates, in 2017, programmatic display ad spend will reach nearly $33 billion. And by 2018, three-quarters of video ad dollars will transact programmatically. To help marketers learn more about the programmatic, Econulstancy writer Seán Donnelly has highlighted five programmatic advertising trends from his interview with Getintent’s George Levin. Donnelly says, “Programmatic advertising continues to grow rapidly, but despite a... [...]

How to set-up direct-buy programmatic campaign

With direct-buy programmatic campaign you can enhance your marketing revenues. Econsultancy writer James Cristal has shared three steps to setting up a direct-buy programmatic campaign. Cristal says, “The three-step process describes from the perspective of an advertiser, the best approach to setting up direct-buy programmatic campaigns… Step 1: Locate and understand your publisher There are a whole host of publishers out there to work with in a direct programmatic fashion. Hopefully as a brand your affiliate and partnerships channel is running with a high number of contactable... [...]

All You Should Know About Programatic Advertising

According to Zenith Media, the programmtic ad market has been growing at an average rate of 71% per year for the past five years. The form of advertising is will reach $64 billion dollar in 2018. Econsultancy’s Jeff Rajeck has shared an article on how marketers deal with programmatic ads. He has reported the advice from Hari Shankar, MD at Escelis. Jeff says, “When programmatic is simplified down to how ads are served to web browsers, it is relatively straightforward. Publishers announce that they have an ad space to be filled and advertisers bid for the spot. The winning... [...]