Programmatic Buying

It is the medium most desired by programmatic ad-tech execs, who can sniff a slice of a $70 billion advertising industry. But TV is still only on the path to programmatic, not yet at full conversion. Still, one ad group man says the prospects for that tipping point are now looking a lot healthier, five years […]

This election year, $1.1B of an expected total of $11.4B political ad spending will go to digital, according to a recent Borrell Associates estimate. But how is that money being used online? One advertising technology firm buying ads for campaigns says a new flavour of programmatic is rising – and not all ads have to be political in […]

In a world of abundant ad-tech superpowers, many newly-empowered advertisers have begun to wonder if they couldn’t take on some of the traditional functions they previously outsourced to agencies. But the tide may be turning, as some of those agencies decide it’s safer to stick than to twist, says one senior agency exec. “The concept […]

We report every day on the burgeoning number of ad-tech vendors helping advertisers profit from new-wave connected TV platforms. But one group of firms often missing from the discussion is TV makers themselves. Lotame SVP and CMO Doron Wesly suggests they should be in prime position, if technology can get them over the hill. Citing just-published […]

As a discipline, performance marketing is both the ultimate in efficiency and on a worrying path. But the tactic, in which buyers pay only for measurable results, now stands ready to be rejuvenated, says a leading ad-tech exec. “The modernization of performance marketing has still got a long way to go,” according to Marco Bertozzi, the […]

Just when you wrapped your head around “programmatic”, a new variant of the data-driven advertising technology is creeping on to the scene. In so-called “header bidding“, publishers offer inventory to multiple ad exchanges before alerting their ad servers, intending to garner multiple bids on the same inventory and so make higher prices. Now the Interactive Advertising […]

So-called “programmatic” technology for targeting and trading online ads has become pretty good at wringing certainty out of ad placement. But what about certainty on uplift? Paul Dolan thinks he can help with that. The exec from WPP’s Xaxis data-driven ad tech unit is also now GM at Light Reaction, a Xaxis off-shoot looking at adding something more […]

Trading of online ads using “programmatic” techniques – that is, data-driven or automated – is booming, with eMarketer forecasting the technology will account for 72% of all US digital display dollars by 2017. But programmatic is also changing. What once was just a more efficient way to trade ad inventory is now also taking on […]

VIEQUES, PR — So-called “programmatic” advertising – techniques for refining and automating advertising trading – grew up around real-time bidding, the instantaneous transactions that seem anathema to traditional upfront ad sales. But, as the technology has matured, it has also begun to allow for old-fashioned-style upfront buys – with all the added efficiency of programmatic. A panel […]

VIEQUES, PR — It’s arguably five years since real-time ad buying went mainstream. At the start, ad agencies tended to concentrate their programmatic specialism in distinct corporate units, run as a service for sibling departments. But, as the techniques have gained adoption, some have been tempted to make the function available across the group. Case in […]

VIEQUES, PR — It’s one of the few brands to operate its own private programmatic ad exchange. But that doesn’t mean US supermarket giant Target agrees with predictions, from some quarters, that all media will be sold on this automated basis. Target operates its own Bullseye Exchange, a marketplace in which Target pulls the strings. “I don’t think everything […]

VIEQUES, PR — So-called programmatic techniques for trading online ads burst on the scene quickly, and is now forecast to make up 72% of total digital display ad spend by 2017, according to eMarketer. Group M’s North America programmatic buying president Joe Kowan says that rush wasn’t quite all it was cracked up to be, disagreeing with […]

PALM SPRING — Look out; there’s a new piece of ad-tech lingo on the block. So-called “header bidding” has emerged as “one of the primary drivers of growth in programmatic for publishers over the last year”, according to OpenX monetization VP Qasim Saifee. So what is it? Digiday’s “WTF?” series explains: “Header bidding, also known as advance bidding […]

When programmatic ad trading entered the marketplace in the form of real-time buying from open online ad networks, many publishers feared it would devalue their inventory. But, slowly, publishers have begun to exert controls to keep pricing higher than that. Now rates could rise higher again, one exec says. “Publishers put their inventory in too quickly and didn’t […]

Time was, newspaper folk sneered with apprehension at the rise of programmatic methods of digital ad trading, fearing automation in real-time open markets would devalue their ad inventory. But times have changed, and those publishers which have dipped their toe in the water are finding growing returns on their terms. “Programmatic is now a transactional channel […]

PALM SPRINGS — The world of advertising demand-side platforms is so new, most people may only have dealt with one or two. Bruce Falck says he has worked for five. Falck spent just four months as Brightroll’s COO until Yahoo acquired the company, last year joining Turn, the ad tech platform which boasts a DSP, […]

FORT LAUDERDALE — They say you can’t teach an old dog new tricks – but that’s exactly what is going to happen in media, as old-fashioned linear TV begins learning some of the ad targeting tactics digital advertisers have long enjoyed. That change is happening because, as TVs or TV boxes get connected to the internet and […]

LONDON — One theory holds that super-targeted and automated online ads can most benefit companies that sell products, because campaign outcomes can be tracked all the way through to purchase. But that doesn’t have to mean mere product manufacturers – which, traditionally, rely on someone else to sell their stuff – have to be left out, says Candice Odhams, EMEA […]

FORT LAUDERDALE — DISH recently began selling ads on specific set-top boxes programmatically – but that doesn’t mean programmatic ad trading and household addressability are the same thing. “To us, addressable and programmatic are two distinct words,” according to DISH media sales VP Adam Gaynor. “Addressable can be programmatic, but it doesn’t have to be, and […]

FORT LAUDERDALE — We’re not there quite yet – but we could be soon, if clients get their way. That’s the view of one industry exec casting her eye over the prospects for how so-called “programmatic” advertising technologies might revolutionize TV ad buying. “In the beginning of 2015, there were some big announcements that … made a […]