GroupM Connect Chairman On Why Private Marketplaces Bring Trust To Programmatic
In a Beet.TV panel discussion, GroupM Connect North America chairman John Montgomery offered up his view on why so many programmatic advertisers and sellers have turned towards PMPs. :“We’ve created trusted marketplace with a group of several hundred partners that we know that represent tens of thousands of sites,” We are buying media programmatically within an environment of people that we know. For Montgomery, PMPs let advertisers target the right audience in a trusted and brand-safe environment. Watch the Video.
3 Must-Haves For Mobile Private Marketplaces
Mobile’s market share of total programmatic spend is predicted to surpass the halfway mark by the end of the year — and to be nearly 70% in 2016, according to eMarketer.
But within the mobile programmatic space itself, private exchanges and programmatic direct, with their more controlled and transparent environments, are beginning to dominate the space. In fact, buying via private exchanges (18%) has just eclipsed buying via open exchanges (17%) according to a recent IAB Survey of Mobile Marketers. While programmatic buyers and sellers can celebrate the move towards a more controlled programmatic environment on mobile, there are still challenges to be overcome. In this article from iMedia Connection, they outline the three major obstacles that need to be dealt with in order for private marketplaces (PMPs) and programmatic-direct solutions to reach their full potential and thus continue on their growth trajectory. Read more.
Spotify Is Rolling Out Its Programmatic Advertising Offering
Spotify has opened up its inventory to programmatic media-buyers with a private marketplace (PMP) offering after experimenting with the offering since February this year, as the music streaming service aims to further monetise its 75 million-strong user base. The music streaming service, which has been doubling down on its advertising revenue in the last 12 months has begun offering its PMP services to advertisers, according to Jana Jakovljevic, Spotify, head of programmatic solutions. Jakovljevic explained how the music-streaming service is now offering audio and video inventory to advertisers via its PMP. Spotify’s PMP is powered by the music-streaming service’s wealth of first-party data, and can offer age and gender targeting generated by listening data, as well as its subscription data. As part of this rollout, advertisers can target audiences based on the declared activity, such as ‘Workout’, etc., with the company expanding these opportunities to other mood sets. Read more.
Google tests DoubleClick for Digital Out of Home Billboards
An interesting article from MediaPost discusses how Google has begun testing the ability to run advertisements on Digital Out of Home (DOOH) billboards through its DoubleClick advertising platform. The concept relies on data such as local weather, travel information and sporting events to determine which ads to serve. While the possibility of DOOH ads through DoubleClick is tantalizing to marketers, the process of actually doing it is even more complicated than serving on the web. Still the potential these types of ads could have is incredible as local search data on mobile and desktop could be a factor that trigger which ads are served. While this tactic may not be a reality for some time, the potential is sure to excite marketers until it is.Read more
New Viewability Tool Aims To Put Marketers And Publishers On The Same Page
The topic of viewability has been steadily gaining steam over the past year as publishers and marketers are increasingly at loggerheads over what metrics they use to determine the success of a campaign. In response to the ongoing debate, the measurement firm Integral Ad Science announced on Monday that they were rolling out a new tool, Pub Expert, that lets publishers and buyers analyse viewability on individual ad units to determine the best metric to use. “What’s happening today is the publisher and advertiser will come to an agreement on a certain percentage in-view or cost metrics for viewable impressions,” said Scott Knoll, CEO of Integral Ad Science. Read more.
Comscore Roll Out Pre-Bid Tech On Programmatic Platforms
comScore, the UK-based Media measurement and analytics company, announced last week that its pre-bid tech Bid Ratings is now available on eight programmatic buying platforms. Bid Ratings will help media buyers use programmatic by bidding only on inventory that meets their campaign requirement. Buyers can now buy inventory based on a number of key comScore attributes including viewability, invalid traffic, brand safety on top of a host of other factors. The pre-bid tech will be available on a number of Programmatic platforms including TURN, Centro, Netmining, RythmOne, TubeMogul and appNexus.
Read more.
5 Things Marketers Still Don’t Get About Programmatic
As more marketers have become familiar with the power and efficiency of buying audience-targeted ads programmatically, Programmatic itself has evolved to support more of their media buying. Programmatic has become far more that just open marketplaces with real-time bidding (RTB) for desktop display ads. But as with rapid growth in any industry, the changing uses of programmatic have caused confusion about the best practices and benefits of programmatic buying. In this article, the author outlines the five things they see marketers confused about such as what options to use, when and how to measure a campaign and how to have transparency without moving programmatic in-house. Read more.
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