Programmatic 2.0 Is Here: Group M’s Kowan
The President of programmatic buying at GroupM speaks about what programmatic 2.0 has to offer. Watch here.
Is Snapchat On The Verge Of Its ‘Facebook Moment’?
Snapchat, the mobile video, photo and chat app beloved by Irish Millennials, is having what some are calling its “Facebook moment” by attracting broad attention from mainstream audiences and media as its worldwide user base tops 100 million. With Snapchat reportedly building an API that will provide the software “hooks” that will allow at least some ad-tech companies to automate the targeting and delivery of ads to the right Snapchat users, the question is how fast will Snapchat have their “Facebook moment”, and also will they will able to monopolize it in the same way that Facebook has done? Read More
For Spotify 2016 Is All About Programmatic.
“2015 was the year we started opening up, which was huge for us, and 2016 is the year we’re going to be fully open,” said Spotify CEO Jeff Levick. In November of last year, the music streaming platform rolled out its programmatic ad offering, a private marketplace that allows advertisers to tap into Spotify’s first-party data to target by genre; by playlist; and by subscriber data, including age and gender. So what exactly does 2016 hold for the programmatically optimised music streaming service? Read more.
The Rise Of Header Bidding Shows No Signs of Slowing And Google’s Ad Exchange Is Feeling The Pressure.
A favourable integration between Google’s ad server DoubleClick and its ad network AdX gives preference to Google’s demand sources through ‘dynamic allocation’, which is widely viewed as unfair within the industry. Header bidding combats this and creates a level playing field by allowing other demand sources access to publisher inventory before it is sent to the DoubleClick server. In response Google has launched its own version of the technology, DFP First Look, to rival header bidding. So what exactly is this disruptive technology and what are its implications for the wider industry? Read more
3 Things Marketers Are Doing Wrong In Programmatic Today.
Last year was a landmark year for programmatic advertising. For the first time, programmatic digital display ad spend outweighed traditional direct sales and made up 59 percent of total display advertising spend in the year. eMarketer estimates that this number will grow to 72 percent by 2017. With this in mind iMedia Connection tells us 3 things which marketers are doing wrong. These are: equating programmatic with lower-funnel marketing, thinking programmatic is only about media buying, and still measuring all programmatic campaigns on the same two or three performance metrics. Read more.
Thanks To Social, Advertisers Plan To Spend More Programmatically In 2016.
More than two-thirds of marketers said they plan to increase their investment in programmatic advertising in 2016, according to AdRoll’s annual State of the Industry Report, which looks at programmatic and digital attribution trends. Considering how many platforms now support programmatic ad buying — including Google, Facebook, Twitter, Instagram — this stat isn’t shocking. But the pace at which advertisers are shifting the bulk of their ad budgets to programmatic is certainly noteworthy. AdRoll’s report shows a year-on-year increase from 2013 to 2015. Marketingland details the full report here.
Facebook’s Instant Articles Advertising Fixes Win Over Publishers.
It’s getting easier to make money from Facebook Instant Articles, according to multiple partners enrolled in the programme. Instant Articles, which is an important milestone for the programme, allows publishers to host content directly on Facebook instead of posting links to draw users back to their own websites. With publishers being entitled to 100% of revenue generated from ads in Instant Articles, provided they sell and serve the ads themselves, the sky may be the limit for this new area of social media advertising. Read more.
