Everything You Need To Know About Programmatic Optimisation
The fourth of Episode of The Drum’s Everything You Need to Know – About Programmatic series explores how programmatic allows brands to optimise their campaigns to the right audience. The video emphasises the importance of human analysis and explains how insights generated through the collection of data for programmatic lets advertisers optimise to the right audience at the right time.
Why Programmatic Ad Fraud Exists
Ad Fraud. Two words that are guaranteed to annoy programmatic buyers and sellers. Ad fraud is infuriating to marketers as it’s a major problem that doesn’t look like going away and a comprehensive solution is yet to be developed. In order to develop a solution, though, marketers need to understand exactly why it is that ad fraud exists. In this excellent article from MarketingLand, the author delves into why Programmatic Ad Fraud has become such a big issue throughout the programmatic advertising world and why the lucrativeness of ad-fraud, the openness of programmatic marketplaces and current pricing models have led to ad fraud becoming prevalent throughout programmatic advertising. Read more.
A Post-Click View Of Programmatic
According to this article from iMedia Connection, Programmatic is one of the greatest technological advancements in the history of advertising. It was designed to eliminate noise and reach the right audience at the right time, but it has now reached a tipping point. Programmatic has brought the audience to the door at an Free YouTube Downloader impressive rate, but the challenge now for advertisers is to ensure that they walk through. The author feels that programmatic advertisers are struggling to deal with the move to a mobile ad environment, particularly measuring engagement on mobile and in his opinion, overcoming the challenges of mobile programmatic should be the number one priority for buyers and sellers if they want programmatic to reach its full potential rather than become a novelty. Read more.
Adobe Debuts Its Data Exchange
Adobe rolled out the Audience Marketplace data exchange on Tuesday, featuring a data cooperative (which Adobe first revealed to prospective partners last summer) and a data partner network. Both are powered by Adobe’s data management platform, Audience Manager. The co-op aspect is designed to let companies pool their first-party data sets. The Audience Marketplace is a central hub with a self-serve interface through which marketers can access verified data sets. Adobe feels that their data exchange will offer a unique selling point to buyers and seller as buyers will be able to overlap between their own segments and the supplier’s while sellers can also decide how to price their data and buyers can decide how much they’re willing to spend. Read more.
How Programmatic Has changed Media Planning & Buying
With the uptake of programmatic happening at an astronomical rate, it is sometimes necessary to reflect back on how exactly it has changed the processes in which we trade digital media. In this article from ExchangeWire, iProspect’s Simon Harris reflects on how programmatic has changed the buying and selling of digital media. Harris discusses how programmatic has streamlined the painstakingly slow-moving old model of agency briefings, IO’s and opinions to data based decisions made in real time. Harris also feels there are more subtle benefits to programmatic such as a change of mind-sets and a greater willingness to experiment with campaigns. Programmatic means marketers have greater opportunities and scope to test out new ideas and Harris feels that if marketers continue to embrace the potential of programmatic, it will develop into a way of delivering optimised, omni-channel, cross-devise, single-consumer journeys. Read more
Why Instagram Advertising Could Turn Facebook Into A Social Media Marketing One Stop Shop
Marketers should be keeping an eye out for any news surrounding Instagram’s new ad operation. Instagram has said it plans to work with over a 100 companies around the world to better improve the quality of its new ad operation which will be welcome news for social media marketers everywhere who have seen Instagram grow into one of the leading social media apps. Instagram is powered by Facebook’s huge collection of interest-level user data which makes the move to Instagram advertising reasonably seamless for any advertiser that has worked with Facebook ads before. While the argument could be made against limiting advertising campaigns to just the two platforms, the stats in favour are staggering. According to Instagram, one in five minutes spent on mobile devices is spent on either of the two platforms, a statistic that illustrates one of the reasons monthly and daily user counts continue to skyrocket. Read more.
The Periodic Table Of Programmatic
Nothing quite beats an Infographic when it comes to programmatic and this ‘Periodic Table of Programmatic Elements’ designed by Headway Digital is a brilliant way to make sense of the myriad of options available in today’s programmatic landscape for inventory, platform, creative, data and goals. Read more.
Check out our previous Mid-Weekers to keep up with the latest trends in the Programmatic World
