How Programmatic Married With Creativity Can Drive Brand Value
Media Experts discuss the challenges and benefits of combining the logic of programmatic with the magic of creativity.
Google To Finally Close Its Last Gap in Ad Tech
Google is finally exploring their final frontier in ad tech by coming to market with its own Data Management Platform according to a recent report by Adweek. To be called Doubleclick Audience Centre (DAC), the product will allow advertisers to create audience segments using their first-party data along with data from third parties. Ahead of any official announcement, AdExchanger has done some detective work and compiled all the information advertisers want to know. Read more.
Publisher Redesigns Can Knock Viewability Out Of The Park
Grant Brown, co-founder and chief strategy officer at Rant, discusses how viewability of ads has become the number one priority for media brands this year as brands and agencies push for proof that consumers saw their ads. Brown argues that publishers should not see viewability as a threat to their revenue but instead an opportunity to open up even greater and more consistent streams of long-term revenue. Publishers and brands may be wary of tinkering with their site design but Brown argues that by carefully tracking metrics before introducing site redesigns, media brands will find themselves in a more comfortable position in the long term. Read more.
How Valuable Is Social Data? Twitter, Facebook And LinkedIn Weigh In
‘Social data is the largest and least biased set of observational data that ever existed.’ This is a statement that divides opinions between the three social giants. LinkedIn views it as a convergence of brand awareness and direct response, Twitter sees its platform as a sort of public playground of contextual social conversations while Facebook is on the fence. The exact measure of Social Data’s value seems to depend on whom you ask. Read more.
Arguments Against Programmatic Just Don’t Hold Up
The predictions that brand advertisers will go all in on programmatic in 2015 are looking more justified by the day. The best evidence, of course, is that the shift is already taking place. Major brand advertisers including Procter & Gamble and Unilver are leading and finding great success in the programmatic charge. Major brand advertisers aren’t simply taking a risk with programmatic. They’re aware that programmatic is more efficient, and that the reasons not to go programmatic are disappearing one by one. Keith Lorizio, CRO at Chango, takes a look at some of the arguments you may have heard against programmatic for brand advertisers and explains why they don’t stand up upon closer inspection.Read more.
Five Ways to Master Private Market Places
Programmatic Ad Buying continues to experience impressive growth as it allows marketing campaigns to be delivered efficiently and at scale across a wide range of channels. Despite these benefits, many advertisers still associate the open-exchange model with low-cost remnant inventory, poor quality placements and ad fraud. The demand for alternative models has resulted in Private Market Places (PMPs). A Private Market place means publishers keep control over their inventory, advertisers benefit from access to higher-quality inventory, enhanced ad placement, and reduced risk of fraud, in addition to all the advantages of programmatic. So with brand safety and viewability becoming so important, how can advertisers make the most of PMPs? Read more.
Nobody Buys Algorithms
‘The next time you’re in an ad tech sales pitch and hear the word “algorithm,” check yourself’.
This is the advice given by Brian Dolan, founder and President at WorkReduce. Dolan argues that ad tech sellers pitching ‘algorithms’ are starting to sound like broken records and that they are squandering opportunities to differentiate their business to the customer. For the majority of customers, the performance, cost and benefits are the important factors, the algorithm is an afterthought.To Dolan and other buyers, being pitched the algorithm is like being pitched the recipe instead of the actual meal. Ad tech sellers need to realise that nobody pays for algorithms, they pay for results.
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