DSPs have evolved and have become much better at targeting people than just buying media. The original purpose of DSPs was to access exchange-based media placements. They were a tool to buy advertising media closer to at-cost, which provides additional controls over bids, budgets, frequency, and other optimization levers.Today DSPs are seen more as a ..
It’s interesting to see some predictions from Spear Marketing Group on which types of technology U.S. B2B marketers expect to find important this year and next, as well as which they expect to see ROI gains from (all as reported by eMarketer). In short, automation is looking good — and so, too, is content marketing ..
As usage grows and as more people learn about how it works, brands are starting to question the true value of programmatic media. Lower viewability, higher ad fraud, and more remnant inventory relative to directly negotiated buys are a few sources for doubt. All these factors have caused some brands to question if programmatic media ..
This month Marissa Mayer plans to unveil Yahoo’s plan to seriously take on Google and Facebook in the mobile advertising stakes, according to a report from The Information. Sources familiar with the matter told the The Information that Yahoo will announce a self-service platform for marketers to place ads across the Flurry mobile app network ..
Casale Media has officially rebranded to Index Exchange, appointed Andrew Casale the company’s president and CEO, and hired a VP of marketing to run operations from its New York office. “The evolution and previous name didn’t fit the model,” Casale toldMedia Daily News. With the changes, Tom Polley becomes the company’s vice president of marketing ..
AOL’s Sales Correction Details are in on AOL’s sales reorg, and the changes can be spun as a correction in favor of its programmatic business. WSJ’s Mike Shields reports platform division chief Bob Lord was promoted to oversee all ad products, sales staff and technology. About 150 have been let go, most in sales, and ..
Marketers have definitely grasped the power of programmatic to drive brand objectives and are now starting to look at new ways to reach their relevant audiences and further strengthen their ROI. A recent report has forecast that global ad spend will increase by 4.9% in 2015 to reach £350 billion. While I think we’re sure ..
Recent moves by Google and Facebook have left some industry observers declaring this the dawn of a “walled garden” era of ad tech — one in which brands and agencies need to use a platform’s ad tech when purchasing that platform’s media. But the agency holding company Omnicom Group has found a novel use for Atlas: Checking ..
Cross-platform advertising now available in 24 markets. About a month after rolling out a set of vertical apps under the MSN banner, Microsoft is rolling out in-app advertising. The apps, which are available on iOS, Android and Amazon devices, include News, Weather, Sports, Money, Health & Fitness and Food & Drink, aggregating content from more ..
1. Programmatic advertising will be understood by the majority of marketers According to our most recent Programmatic Advertising Pulse, more than two-thirds of marketers are now using programmatic in one form or another. Based on the number of panels at Advertising Week, programmatic might have become mainstream over the course of 2014. It’s a safe ..