The popularity of mobile programmatic advertising has recently soared. The subject is mentioned frequently in popular advertising trade journals, at conferences and in social media. But what exactly is mobile programmatic advertising? And what is its effect on media buying? What is mobile programmatic advertising? Mobile programmatic advertising is the automatic buying and selling of ..
Google’s private programmatic exchanges can now book premium ad space like mastheads for brands. It is working with ABC to promote the new show Rising Star using an exchange that only places ads in prominent positions, ones that are not typically associated with automated buying. “This exchange is unique in that it specifically accesses only ..
AOL is into “people-centric” marketing just like Facebook. The company said it could now identify 100 million consumers and target ads to them no matter what device they utilize—desktop, laptop, tablet or smartphone. New York-based AOL is combining its ad platforms—Adap.TV and AdLearn Open Platform (AOP)—into one system, which is aptly named One. Launching in February, ..
Premium Programmatic is a hot concept, and it’s catching on. The ad industry’s top brands are embracing more automation for digital campaigns—Cadillac, Tory Burch, CBS—and publishers are too. Instead of open exchanges where low-quality advertisers compete for low-quality Web inventory, a more selective programmatic landscape is growing up. The private marketplaces are where top brands ..
It’s well established that most consumers spend a huge amount of time considering an online purchase before parting with their money. Many will consult up to 10 different sources, across a variety of devices over a period of between 20 and 30 days. In fact, according to Google, more than 65% of its revenue comes ..