Programmatic Native To Re-Balance the Power Dynamic Between Buy-Side and Sell-Side
Mike Harty, PowerLinks co-founder and ExchangeWire columnist, examines the latest IAB ad spend figures and the history of programmatic advertising. Harty believes that the rise of programmatic was driven and largely orchestrated by the buy-side in a bid to gain an advantage in the advertiser/publisher power dynamic. He illustrates how the recent rise of native advertising represents a sell-side revolution driven by publishers, sell-side technologies and more latterly, sell-side platforms like Rubicon and Pubmatic in order to re-balance this power dynamic and bring publishers back to the table. Read more.
Twitter Ends its Partnership with DataSift
DataSift, the biggest company to be affected by Twitter’s move, services thousands of businesses who in turn serve thousands more. Unsurprisingly it moved quickly to post its own reaction to the termination and its own determination to push ahead in its own business. In the push for more revenue growth, Twitter has been building up its business in areas like advertising and commerce by using its own in-house big data analytics team, which it developed around its acquisition of Gnip in 2014, in order to build direct relationships with the data companies, brands and others that use Twitter data to measure consumer sentiment, market trends and other targets. The transition will be completed by mid-August. Read more.
Real-Time Matching: The Newest Value of First-Party Data To Publishers And Brands
Dave Hendricks, President of LiveIntent, a New York based start-up that facilitates real-time programmatic buying and selling of ads in email sent by brands and publishers. One of advertising industry’s major challenges is targeting the right people with the relevant ads. Advertisers rely on a mixture of first, second and third party data to overcome this challenge but Hendricks feels they are going about acquiring first party data the wrong way. He says that the reliance on cookies for first-party data is outdated and that email is where brands and publishers will really find a person. Read more.
Another Step towards Programmatic Native; Adyoulike partners with Appnexus
The move towards combining the two hottest trends in online advertising, native and programmatic, took another step forward as Adyoulike, the European leader in native advertising technology, announced last Thursday that it has partnered with AppNexus to launch a new programmatic native advertising exchange. Read more.
Everything Is In Place For 2015 To Finally Be Mobile’s Year… If Mobile Publishers Make The Right Move
LiveRail, a leading monetisation platform for publishers, makes the case for 2015 being the year of the mobile. While LiveRail acknowledges people have been making this claim for the past 5 years, they argue that the sheer prevalence of mobile video ads today means that we are about to really witness growth comparable to desktop in European markets. They feel that sellers are in a great position as demand for premium mobile video inventory is significantly outpacing supply but argues that for mobile publishers to have true success with their mobile monetisation efforts, they need to make the move to native advertising. Read more.
Why Retargeting Is No Longer A Niche Tactic
Michael Bertaut, Managing Director EMEA AdRoll, examines how retargeting has evolved, citing recent findings from AdRoll’s report on the ‘State of the Industry: Europe’, from being purely a sales tactic to a powerful method of gathering consumer insights. Bertaut feels marketers are now becoming more like analysts as they use technology to understand and react to consumer behaviour in real time. 60% of European marketers feel their use of retargeting has developed from being solely about conversions to being a pinnacle of everything from raising brand awareness to understanding the consumer journey.
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How ‘Last Click’ Attribution Persists In A Cross-Screen Era
The recent IAB ad spend figures are just the latest in a long line of empirical studies demonstrating how the emergence of consumer mobile media consumption means we are well and truly in the cross-screen era, yet campaign assessment and analytics are still stuck in a linear mind-set. Ad tech providers are aware that their methods are in need of an overhaul but face serious challenges in finding an alternative with 42.4% citing difficulties in reconciling data from “disparate sources of online, offline, CRM and marketing automation systems” as “significant barriers to developing more sophisticated attribution modelling.”
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Check out last weeks Mid-Weeker for more Programmatic news
