Programmatic Transparency is a Two-Way Street
|
|
- Penelope Greene
- 7 years ago
- Views:
Transcription
1 AAM s 2016 Guide to Media Transparency: How Increasing Trust Helps Clear the Industry s Hurdles Part 2 Programmatic Transparency is a Two-Way Street
2 For AAM s 2016 Guide to Media Transparency, we talked to leaders from all sides of the industry to answer one key question: How do we build more accountability and transparency between marketers, media agencies, technology vendors and publishers for the long-term success of the media industry? Each section of the guide delves into major media topics, outlines questions to ask your industry partners, and gives you the practical advice needed to be confident that your organization is transacting with trust. In Part 2, we look behind the scenes of programmatic advertising. 2.
3 What is media transparency? In its simplest form, media transparency can be broken into two main points: 1. Advertisers know where their ads are running and what they are paying each part of the digital supply chain to get their ads in front of their targeted audience. 2. Publishers understand the nature of the creative running on their properties. Programmatic is necessary, and it is here to stay, explained Jeff Holecko, experience planning manager for Kimberly-Clark. For publishers, it allows for efficient yield optimization, and it allows advertisers to pay what we want for very specific target segments. It benefits the entire ecosystem, but it requires a significant amount of attention to ensure quality and mitigate fraud (human and bot). Programmatic advertising technology has revolutionized how ads are bought and sold. As a result, it has changed the way ads are served to consumers and how they interact with those ads. It allows advertisers to instantly target audiences at scale by demographics, shopping behavior, location and more. It helps publishers sell unsold inventory. And it s becoming the standard for digital media buying as U.S. programmatic digital display ad spending is up nearly 50 percent over 2014, hitting $15.4 billion in 2015, 1 accounting for the majority of display ad spending. 1 Programmatic Direct Takes Majority of Programmatic Ad Dollars, emarketer, September 28, Mobile Programmatic Display Ad Spend to Eclipse Desktop as Automation Grows, emarketer, October 12, % 60% 76% (expected) The programmatic spend allocated to mobile is steadily increasing. 2 3.
4 While programmatic has brought efficiencies, cost savings and benefits, it has also opened the door to issues related to bad actors and flawed systems that are not as evident in a direct environment. We see operations and numbers that don t make sense, and we have to hunt down what the issues might be and talk to other vendors, explained Ted Boyd, CEO of Brandworks Advertising. It can be quite time-consuming. There s a certain irony that the more automated we get, the more we have to go back and validate when we discover something has gone awry. Dominik Majka, senior vice president of digital strategy at MediaCom Canada, explained that fraud is top of mind as an industry issue now that programmatic has intensified. A 2016 survey by the Association of National Advertisers 3 found that of the 79% of advertisers who bought programmatically in the past year, 70% were concerned about the levels of fraud in those buys. Fraud has clearly been around longer than programmatic but it s never been as prominent as it is right now, Majka said. It s the number one most concerning element in the media industry today. When ads are bought and sold in milliseconds, how can each side of the industry better ensure more transparency? 3 New Study Shows Huge Increase in Programmatic Ad Buying Among Top Marketers, March 3,
5 Behind the Scenes of Open RTB The OpenRTB Ecosystem is Complex, Costly and Lacks Transparency The OpenRTB Ecosystem Source: IAB OpenRTB API Specification Version
6 Let s start with the basics of what happens in an open real-time bidding (RTB) environment. Bid Request First, a consumer visits a page with open inventory, which triggers a real-time auction for that ad space. A bid request travels from the sell-side platform (SSP) through the exchange to the demand-side platform (DSP). That request passes optional details about the impression for sale, such as: Channel (website or app) Location (page level, domain level, silent) User information (segment, audience) Device (desktop, smartphone, tablet) Optional attributes passed from the seller (SSP) to the buyer (DSP) 6.
7 Bid Response The DSP then looks at all campaigns it is managing to determine whether it will bid on the impression on behalf of the buyer. If it does bid, the DSP communicates information back to the SSP, including: How much the buyer is willing to pay Advertiser domain Creative taxonomy (e.g., auto vs. insurance) Creative rating (e.g., all audiences or mature audiences) Optional attributes passed from the buyer (DSP) to the seller (SSP) Win Notice The bid request and response go back and forth between the SSP and a number of DSPs until a winning bid is determined. The winning ad is then served to the user on that page or app. In this open RTB ecosystem, the process of the bid request, bid response and win notice can happen in milliseconds. See a video of how that happens. 7.
8 Paving a Two-Way Street for RTB Transparency With so many different players in the RTB ecosystem handling bid requests and responses, navigating the digital supply chain, understanding outcomes and asking the right questions can be challenging for all sides of the industry. Unfortunately, programmatic is largely spreadsheet-driven marketing, Majka explained. You did get good numbers, but what do those numbers actually signify? What do they represent? When it comes to marketing decision making, you need to know more. You need to know inventory sources, you need to know about those audiences and if somebody doesn t provide that conversation at every level of information sharing, then it becomes a bigger issue. Some of the issues in programmatic revolve around a lack of transparency and awareness, explained Steve Guenther, vice president of digital services for AAM. The OpenRTB Specification allows for sellers to provide details such as the location of the ad and the audience, and for buyers to provide details about the creative. If either side doesn t provide enough detail, the other has the opportunity to back out. But these attributes are optional in the current spec. It s up to the marketplace to step up and require the level of transparency it wants. Transparency is a two-way street. Whether you are a publisher or buyer, you have an opportunity to ask for more transparency and you need to work with your vendors to make sure it happens. 8.
9 TAG s Inventory Quality Guidelines now highlight the realities of real-time bidding and programmatic buying. These guidelines outline minimum disclosures for more transparent communication to build that two-way transparency between buyers and sellers. Sellers disclose the characteristics of the media they re selling. Buyers disclose how much they re willing to pay and the type of ad they re running. Putting parameters around the quality of inventory what goes into the exchange and what comes out really makes sense, Boyd said. With IQG you have a common understanding across the ecosystem of what quality means. The industry needs a clearly focused initiative around those two things because without transparency, how do you know that you have quality? You don t. It really helps to remind people of that constantly. AAM has led the training sessions for IQG since it launched in The training delves into the guidelines and explains how companies can comply with them. To learn more, visit our website. 9.
10 The Benefits of Premium Programmatic Beyond the RTB environment, publishers and buyers are also engaging in other forms of programmatic media buying such as private marketplaces (PMP) to execute safe programmatic media buying. One of the safest ways to execute programmatic is working with trusted partners. This is where the strong relationships between publishers and advertisers benefits our brands, Holecko said. Guenther explained that one of the benefits of a PMP is the more direct relationships compared to the RTB space. There is more transparency by default in a PMP because it s closer to a direct relationship, and you should know all of the players, he explained. But at the end of the day, you still need to make sure ads are served and measured properly. Whoever is involved in that transaction should still be audited. 4 Well, This Is Different -- Time Inc. Now Selling Print Ads Programmatically, Advertising Age, February 10, 2015 Programmatic advertising is also expanding to more traditional media. Time Inc. was the first to pioneer print programmatic 4 in McClatchy, for example, has an in-house programmatic team and also works with the Local Media Consortium for programmatic selling. It s one of the fastest growing revenue categories for us, explained Dan Schaub, corporate director of audience development at McClatchy. We re always looking for services, solutions and features that make it easier to meet the needs of retailers and advertisers. The Globe and Mail decided to not be part of the open network to lower the probability of being impacted by issues like ad fraud. While the publisher is interested in automation s ability to more efficiently serve clients, it knew it needed to be aware of the technologies that are allowed to access its inventory to serve that automation. Learn more about how The Globe and Mail positions itself as a safe, premium place to advertise and how they train their ad sales staff to have conversations about transparency at. 10.
11 It s 100 percent about the quality, explained Cynthia Young, head of audience for The Globe and Mail. Just as much as we care deeply about the quality of our content, we care deeply about the quality of our audience and the content they receive. We want to ensure that the ads placed on our site are from quality brands that have specifically selected our site. There are many different ways in which a lot of nonpublisher content and ads can appear on publisher sites, we just don t allow those networks access to our inventory. It s a promise we make to our readers. Young explained that they have a conversation about the results that each advertiser wants so The Globe and Mail can focus on delivering what they expect, which is driven by transparency in measurement. Holecko explained that premium publishers with quality content can benefit from using automation in a safe manner. There is an opportunity for those trusted publishers to create deals and packages that deliver quality human, viewable inventory, he said. There are a lot of partners doing this today, and I think it is just going to increase. Holecko continued: There really is an opportunity to transact with trust, and that s where premium publishers benefit. At the heart of our industry has always been advertiser, agency and publisher relationships. At times we disagree, but we find compromises for the benefit of our clients and the industry. Part of the positioning of being a safe and premium place to advertise is no different than the position The Globe and Mail has always had. The fact that it s digital is just the mechanism of how we re delivering it. We ve always stood behind audited reports on circulation delivery and we stand on the same kind of principles with digital. The auditing tools have changed and continue to change. The IAB issued a checklist for buyers and sellers to discuss when thinking about using a PMP to transact. Check it out here. 11.
12 The Takeaways for Transparency There are tools and approaches you can use to make sure you get the level of transparency you want. We see three key areas that all organizations should address. 1. Know your options and discuss the level of transparency your organization wants. First, talk with your team to understand what level of transparency your organization requires. If you are a buyer, do you want to know where your ad is running at the site level? If you are a seller, do you want to know what type of ads are running on your site? What controls do you have in place to ensure that the level of transparency that you re looking for is reflected in the bid request or or the bid response? Only then can you instruct your DSP or SSP to respond accordingly. 2. Decide how much transparency you want to provide. Transparency goes both ways, so both buyers and sellers should consider how much information their organization wants to provide their partners. For sellers, what information about your site and users do you want to share? For buyers, what information can you provide sellers about the ad that will be served? 3. Work with certified vendors and ask questions. Vendors that have been certified to IAB, MRC or TAG standards have been through rigorous auditing and testing to make sure they have reliable controls and processes in place to ensure that their systems are functioning correctly. Ask your vendors if they are certified. To what standards? Do they have a compliance officer? What controls do they use to ensure their systems and processes are functioning? And most importantly, ask for their Description of Methodology, which will provide even more information around their processes and procedures. Programmatic is just the beginning. Publishers, advertisers, agencies and technology vendors are facing issues of viewability, ad fraud and ad blocking. In Part 3, we ll hear how all sides of the industry are bringing clarity to viewability measurements. To learn more, contact AAM s Chris Carter at chris.carter@ 12.
VIEWABILITY ATA DSP ADEXCHANGE RTB. Cookie. Retargeting Look-alike IMPRESSION. Site Buys. SSP Behavioral targeting PROGRAMMATIC BUYING.
MP PROGRAMMATIC SSP Behavioral targeting Private Ad Exchange/Marketplace ATA Cookie FREQUENCY CAP Behavioral BUYING Targeting Retargeting Look-alike modeling DSP VIEWABILITY IMPRESSION ADEXCHANGE Site
More informationTHE EVOLUTION OF TV. The Promise of Programmatic TV
3 THE EVOLUTION OF TV The Promise of Programmatic TV Our Evolution of TV series explores how TV is shifting to internet delivery. Programmatic TV is one dynamic driving the shift and potentially transforming
More informationTHE REAL WORLD OF REAL-TIME ADVERTISING
2014 THE REAL WORLD OF REAL-TIME ADVERTISING WHAT S INSIDE 2 INTRODUCTION 3 HOW ONLINE ADVERTISING USED TO WORK 3 INTRODUCING THE AD EXCHANGE 4 REAL-TIME BIDDING EXPLAINED 5 WHO WORKS WITH WHOM? 6 CONCLUSION
More informationThe Programmatic (R)evolution Causes, Effects & a Framework to thrive in it!
The Programmatic (R)evolution Causes, Effects & a Framework to thrive in it! Page 2 A revolution (from the Latin revolutio, "a turn around") is a fundamental change in power or organizational structures
More informationTHE BASICS OF PROGRAMMATIC
1 Media + Marketing for Technology Companies WHITE PAPER THE BASICS OF PROGRAMMATIC How to use real-time, automated technology for B2B digital advertising PROGR AMMATIC BA SICS Programmatic 101 for B2B
More informationDisplay Advertising. Xuelin Cao Yahoo! Beijing R&D Center
Display Advertising Xuelin Cao Yahoo! Beijing R&D Center Agenda Display Advertising Overview Ad Exchange Introduction Real Time Bidding (RTB) Data Collection & Cookie Mapping Publisher Control & Private
More informationMOBILE BUYER SURVEY 2014. February 25, 2014. Rubicon Project All Rights Reserved
February 25, 2014 Rubicon Project All Rights Reserved buyers EXECUTIVE representing SUMMARY more than 100,000 globally. Global mobile advertising spending is forecast to reach $18 billion in 2014, and
More informationProgrammatic Display The Essential Guide
0 The Essential Guide 2015 Net Net Media Planet Ltd. Ltd. All All Rights Reserved. 1 Executive Summary Delivering the right advert to the right consumer at the right time is the key goal for advertisers.
More informationProgrammatic Marketing Glossary of Terms
Programmatic Marketing Glossary of Terms We re closing the knowledge gap between the ad technology space and brand marketers. Closing this gap will drive stronger alignment with strategic partners and
More informationMARKETING INTELLIGENCE FOR ADVERTISERS AND AGENCIES
AdClarity MEDIA INTELLIGENCE MARKETING INTELLIGENCE FOR ADVERTISERS AND AGENCIES Alright buyers! I emphasized it over and over again in the previous post- the end of RMX is not the end for you. In fact,
More informationThe State of Programmatic in Norway
The State of Programmatic in Norway August 2014 Introduction This paper contains Delta Projects observation on programmatic trading in Norway today. Starting with online display media in real time bidding
More informationAdReady has created a simple six-step process that advertisers of all sizes can leverage to master Programmatic Direct:
AdReady has created a simple six-step process that advertisers of all sizes can leverage to master Programmatic Direct: 1 INTRODUCTION In the digital advertising world, programmatic has been a buzzword
More informationwww.egta.com Automated & programmatic marketing An egta publication on data-driven advertising sales for television & radio
www.egta.com Automated & programmatic marketing An egta publication on data-driven advertising sales for television & radio abstract egta the organisation representing the leading television and radio
More informationA Complete Guide To. OpenRTB 2.3. Making Sense Of Programmatic Native Advertising
A Complete Guide To OpenRTB 2.3 Making Sense Of Programmatic Native Advertising Table Of Contents Introduction How Native RTB Works Native Requests Section 4.1 of Native Ads Spec Section 4.2 of Native
More informationBY EXECUTIVES, FOR EXECUTIVES A VIEW FROM THE TOP FEATURING LON OTREMBA, PRESIDENT & CEO
BY EXECUTIVES, FOR EXECUTIVES A VIEW FROM THE TOP FEATURING LON OTREMBA, PRESIDENT & CEO INSIGHT INTO B2B MARKETING TRENDS, KEY INSIGHTS FOR MARKETERS AND PREDICTIONS FOR 2014 Would you mind sharing a
More informationConsumer Engagement Index
Consumer Engagement Index Volume 1 Issue 1 Spring 2014 The Vantage Media Consumer Engagement Index Content and media are being consumed on different devices at a growing rate, while consumers want better
More informationMobile Discrepancancies
Mobile Discrepancancies FAQs 2013 Contents Section One - Discrepancies What are the top reasons for discrepancies? 2 What are the basic checks I should be doing to reduce discrepancies? 3 How can different
More informationPoint of View: Programmatic Ad Viewability in China
Presents Point of View: Programmatic Ad Viewability in China Market First Industry Benchmark and Analysis Powered by Introduction In digital advertising, many marketers and agencies assume that ads are
More information2014 State of the Industry: Digital Advertising Report
2014 State of the Industry: Digital Advertising Report 2014 State of the Industry: Digital Advertising Report Introduction... p3 Key Findings... p4 Uneven Adoption of Automation Across Campaign Types...
More informationFor example: Standard Banners: Images displayed alongside, above or below content on a webpage.
What is display advertising? The term display advertising refers to banner ads displayed on web pages. Over time, banner ads evolved from very simple basic text to include more engaging content and format
More informationCONSUMER ATTENTION IN DIGITAL: WHY ATTENTION MATTERS MOST IN 2015
CONSUMER ATTENTION IN DIGITAL: WHY ATTENTION MATTERS MOST IN 2015 DO I HAVE MY AUDIENCE S ATTENTION? In an ever smarter but also ever more cluttered digital landscape, this is the big question for digital
More informationecommerce Industry Outlook 2015.
ecommerce Industry Outlook 2015. JANUARY 2015 Introduction. The global ecommerce industry saw impressive growth in 2014 with goods and services worth $1.5 trillion bought by shoppers via desktops, tablets
More information1/2014. Integral Ad Science Semiannual Review. Key findings from Integral s analysis of the display advertising industry
1/2014 Integral Ad Science Semiannual Review Key findings from Integral s analysis of the display advertising industry Q3 and Q4 2013 Industry Analysis and Key Findings Integral Ad Science s Semiannual
More informationChris Kerwin Head of Publishing
Chris Kerwin Head of Publishing PRESENTATION OUTLINE Introduction to the brand Good Food s brand strategy Good Food s digital strategy Digital advertising: Programmatic Native and Partnerships Video Social
More informationAgency Trading Desks
Agency Trading Desks Basics Marketers Need to Know & Questions to Ask The purpose of this document is to educate ANA members on agency trading desks regarding what they are, what they do, potential benefits,
More informationAgencies, Advertisers and Consumers: The Digital Challenge
Agencies, Advertisers and Consumers: The Digital Challenge Presented By: Adolfo Ramirez Media Practice Lead, AKA Enterprise Solutions (212) 502 3910 Aramirez@akaes.com www.adsalessolutions.com Agencies
More informationDigital Video Advertising - Advantages and Disadvantages
A Forrester Consulting Thought Leadership Paper Commissioned By Teads June 2015 Solving Digital Video Advertising s Premium Dilemma Table Of Contents Executive Summary... 1 Digital Video Advertising Is
More informationviewability has arrived.
2015 viewability has arrived. It s a new era of accountability for vendors, publishers, and advertisers. Jag Duggal Senior Vice President, Product Management EXECUTIVE SUMMARY what s inside Viewability
More informationOnline Advertising Glossary. by Delta Projects
Online Advertising Glossary by Delta Projects Glossary Above-the-fold Most webpages are not entirely visible at the first glance, and you have to scroll down to see the entire page especially on mobile.
More informationPROGRAMMATIC ADVERTISING: SEPARATING THE FACTS AND FICTION
PROGRAMMATIC ADVERTISING: SEPARATING THE FACTS AND FICTION November 3 rd, 2014 David Minkin, Executive Director of Revenue Operations dminkin@theatlantic.com The Basics THE BASICS The 3 questions every
More informationOPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATION
OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATION 1 Table of Contents 1. Introduction to online advertising and Adwords... 3 2. What should we look out for... 4 3. Diversified
More informationby nugg.ad Europe s Audience Experts
by nugg.ad Europe s Audience Experts SMART AUDIENCE PLATFORM TM by nugg.ad Europe s Audience Experts The nugg.ad Smart Audience Platform TM offers cutting edge real-time technology for multichannel audience
More informationIntroduction. Ad formats and buying models MOBILE AD FORMATS EXPLAINED. Ad format CPI CPC CPM CPA CPV. Display
Mobile Ad Formats Explained Introduction As the mobile market continues to evolve, the methods for advertising mobile apps are becoming more sophisticated and complicated. Not to worry, we ve got you covered.
More informationThe study was conducted through a 15-minute online survey and was undertaken by 350 people.
Hoop Group was asked to conduct the 3 rd annual IAB Australian mobile landscape study. The study was first undertaken in 2013, and continued in 2014. The study was conducted through a 15-minute online
More informationDigital Advertising Trends-Excerpt. Prepared for:
Digital Advertising Trends-Excerpt Prepared for: March 6, 2013 Altman Vilandrie & Company AV&Co. is the leading strategy firm focused on the Telecom, Media, and Tech sectors Background Founded in 2002
More informationMISSION STATEMENT MESSGAGE FROM PETE
MISSION STATEMENT MESSGAGE FROM PETE IDG TechNetwork provides first to market advertising solutions for technology marketers with one goal in mind keeping our clients one step ahead of the rapidly evolving
More informationNAVIGATING NAVIGATIN MOBILE MARKETING A DEALER S GUIDE TO WINNING SMARTPHONE SHOPPERS
NAVIGATIN NAVIGATING MOBILE MARKETING A DEALER S GUIDE TO WINNING SMARTPHONE SHOPPERS SHOPPERS HAVE ENTERED THE MOBILE FAST LANE TABLE OF CONTENTS Smart mobile devices have changed the game by putting
More informationMarch 2014. IAB report on Programmatic Trading The Netherlands 2012-2013
March 2014 IAB report on Programmatic Trading The Netherlands 2012-2013 Introduction and summary IAB report on Programmatic trading The Netherlands 2012-2013 2 Introduction Worldwide the Netherlands is
More informationDigital Marketing. the better way for audience targeting. Wolfgang Jaegel CEO & Founder of
Digital Marketing the better way for audience targeting Wolfgang Jaegel CEO & Founder of Topics Digital Marketing Overview About Syndacast AdBoost for Audience Targeting Our World Today It s not news.
More information2013 Ad Solutions. Cross Channel Advertising. (800) 296-7104 sales@admedia.com Partnership Opportunities 1. (800) 296-7104 sales@admedia.
2013 Ad Solutions Cross Channel Advertising Partnership Opportunity Partnership Opportunities 1 WHO WE ARE AdMedia works with top agencies and brands to bring digital marketing solutions with our cross
More informationBest Practices for Maximizing Revenue with MoPub. Publisher Playbook
! Best Practices for Maximizing Revenue with MoPub Publisher Playbook Table of Contents Introduction 3 Ad Formats 4 Singleton Ad Unit for Banners 4 Interstitial Ad Unit 5 Video Ads on MoPub Marketplace
More informationDirect-to-Quote: New Technology from MediaAlpha s Powerful Advertising Platform for the Auto Insurance Industry. White Paper
Direct-to-Quote: New Technology from MediaAlpha s Powerful Advertising Platform for the Auto Insurance Industry White Paper 2015 There s no doubt that consumers are spending more time today on their computers,
More informationAd Networks vs. Ad Exchanges: How They Stack Up
Ad Networks vs. Ad Exchanges: How They Stack Up An OpenX whitepaper July 2010 Web publishers have always had a wide choice of different ad networks to partner with to generate ad revenue. Recently, ad
More informationKey Findings From the. BrightRoll 2015 Advertising Agency Survey
Key Findings From the BrightRoll 2015 Advertising Agency Survey Survey Goals: The BrightRoll research team is committed to understanding what matters most to the world s premier advertising agencies. Year-over-year,
More informationMOBILE AD TRENDS 2015
MOBILE AD S 2015 INNERACTIVE KEY S Inneractive s mobile programmatic platform processes billions of ad requests daily from around the world. We are strong believers in leveraging our data in order to provide
More informationSOLVING. MARKETERS cross-channel. digital conundrum. a strategic guide to real-time marketing IN ASSOCIATION WITH
SOLVING MARKETERS cross-channel digital conundrum a strategic guide to real-time marketing IN ASSOCIATION WITH SOLVING MARKETERS CROSS-CHANNEL DIGITAL CONUNDRUM A strategic guide to real-time marketing
More informationWhat to Know. What to Ask.
Neustar Insights Whitepaper What to Know. What to Ask. Executive Summary The online advertising industry is witnessing a major confluence between u technology and media buying innovations and v the availability
More informationMOBILE RETARGETING BEST PRACTICES
MOBILE RETARGETING BEST PRACTICES January 2014 On Average 17% of our customers online sales are coming from the mobile channel Introduction On October 1st, 2013, it became official: Mobile leaped above
More informationFOUR EMERGING MEDIA TRENDS B2B MARKETERS CAN T IGNORE. Read this e-book before planning your 2014 media budget
FOUR EMERGING MEDIA TRENDS B2B MARKETERS CAN T IGNORE Read this e-book before planning your 2014 media budget 1 THIS USED TO BE SO EASY For many enterprise software and services companies that specialize
More informationReal-Time Data Analytics Empowering Publishers To Make Better, Faster Decisions
A Forrester Consulting Thought Leadership Paper Commissioned By PubMatic August 2015 Real-Time Data Analytics Empowering Publishers To Make Better, Faster Decisions Table Of Contents Executive Summary...
More informationIs All Data Created Equal?
Is All Data Created Equal? A Comparison of First and Third-Party Data in Campaign Performance Is All Data Created Equal? Much of the data that digital marketers rely on to target their ideal prospects
More informationDigital Media and Analytics
Digital Media and Analytics How to leverage a powerful new set of techniques for digital media buying and program measurement to drive business results CRM Drives Competitive Advantage We believe market
More informationThe ultimate guide to your most successful Q4 yet
The ultimate guide to your most successful Q4 yet CONTENTS 01 Introduction 02 Strategy/Planning 03 Email 04 Social Media 05 Digital Tactics 06 Paid Search 07 Creative Consideration/Messaging 08 Backend
More informationNexage Analytics Report December 2013
Nexage Analytics Report December 2013 Programmatic: Becoming the strategic technology foundation of mobile advertising Programmatic is gaining steam. It has rapidly shifted from a disruptive force to the
More informationBrightRoll Insights: Mobile Video Advertising Strengthens TV Media Investments
BrightRoll Insights: Mobile Video Advertising Strengthens TV Media Investments Executive Summary While TV remains a trusted mass market media with the broadest reach, video consumption on mobile devices
More informationData Management in a Marketing Environment. 2013 Chris Sukornyk
Data Management in a Marketing Environment 2013 Chris Sukornyk Omni-channel marketing Omni-channel marketing is based on the concept of creating personalized, contextually relevant customer experiences
More informationProtecting Consumers from Data-driven and Cross-device Native Advertising: Why Routine Disclosure is Insufficient
May 6th, 2015 Protecting Consumers from Data-driven and Cross-device Native Advertising: Why Routine Disclosure is Insufficient So-called native advertising where advertiser-produced or -directed content
More informationPROGRAMMATIC THE AMNET APPROACH TO PROGRAMMATIC
PROGRAMMATIC THE AMNET APPROACH TO PROGRAMMATIC CASPER HENRIKSEN Senior Business Strategist Dentsu Aegis Network THE VISION OF PROGRAMMATIC PROGRAMMATIC AUTOMATED- DATA-DRIVEN- MEDIABUYING LET S GET THE
More informationMobile Real-Time Bidding and Predictive
Mobile Real-Time Bidding and Predictive Targeting AdTheorent s Real-Time Learning Machine : An Intelligent Solution FOR Mobile Advertising Marketing and media companies must move beyond basic data analysis
More informationTHE EVOLUTION OF TV. Reaching Audiences Across Screens
2 THE EVOLUTION OF TV Reaching Audiences Across Screens Part one of our Evolution of TV series, 7 Dynamics Transforming TV, introduced the increasing shift of TV to delivery over the internet. Here we
More informationONLINE VIDEO BUY TYPES. Ofelia Faes Head of Digital
ONLINE VIDEO BUY TYPES Ofelia Faes Head of Digital Agenda + ONLINE VIDEO AS COMPLEMENT TO A TV CAMPAIGN + ONLINE VIDEO AS PART OF A DIGITAL MEDIAPLAN Private & Confidential 2012 Agenda + ONLINE VIDEO AS
More informationData Management Platforms. Optimize advertising by gaining superior understanding of your customers
Data Management Platforms Optimize advertising by gaining superior understanding of your customers Glossary DSP Demand Side Platform. A platform for buying online media, used by advertisers and agencies.
More informationCross Platform Currency
IAB GLOBAL SUMMIT 2015 IAB GLOBAL September SUMMIT 30 October 1 2015 New York, New York Town Hall: 2016: September Media 30 October Measurement 1 and a New York, New York Cross Platform Currency Presentations:
More informationDIGITAL MARKETING AND ECOMMERCE
DIGITAL MARKETING AND ECOMMERCE Maximising returns and building competitive advantage KEITH WEED Radical change in path to purchase redesigning our opportunities to influence for purchase BEFORE NOW ENGAGEMENT
More informationRESEARCH BRIEF (ebay Stores)
RESEARCH BRIEF (ebay Stores) CALL FOR RESEARCH PARTICIPANTS Are you a large ebay Power Seller interested in growing your business? Would you like to become part of a new research group specifically designed
More informationOnline Audience Measurement and Ad Effectiveness Metrics and KPIs. europe. An IAB Europe Blueprint. @IABEurope IAB Europe www.iabeurope.
Online Audience Measurement and Ad Effectiveness Metrics and An IAB Europe Blueprint @IABEurope IAB Europe www.iabeurope.eu europe Introduction IAB Europe Mission IAB Europe is the voice of digital business
More informationHow To Understand Programmatic Advertising
Attitudes towards Programmatic Advertising August 2015 @IABEurope IAB Europe iabeurope.eu IAB Europe Page 1 of17 Contents 1. Introduction 3-4 2. Executive Summary 5 3. Methodology and Participants 6 4.
More informationSTATE OF THE INDUSTRY: HOW CONTENT MARKETING AND NATIVE WILL DRIVE A NEW ERA OF ENGAGEMENT
STATE OF THE INDUSTRY: HOW CONTENT MARKETING AND NATIVE WILL DRIVE A NEW ERA OF ENGAGEMENT TABLE OF CONTENTS 3 Introduction 12 4 What you need to know 17 Proving the value of content marketing and native
More informationDIGITAL VIDEO 2013 US VIDEO ADVERTISING: FIRMLY ROOTED AND GROWING
DIGITAL VIDEO 2013 US VIDEO ADVERTISING: FIRMLY ROOTED AND GROWING BrightRoll US Video Advertising Report: April 2013 www.brightroll.com 415.677.9222 343 Sansome Street, Suite 600, San Francisco, CA 94104
More informationMobile Programmatic Playbook. A comprehensive guide to Mobile Programmatic for digital buyers, sellers and publishers.
Mobile Programmatic Playbook A comprehensive guide to Mobile Programmatic for digital buyers, sellers and publishers. MARCH 2015 1 This document has been developed by the IAB Mobile Programmatic Buying
More information> How it works FAQ - TV SYNCED ADS. 1. TV-Synced Ads : Ok, but what is it exactly? 2. Why is TV-Synced ads relevant?
FAQ - TV SYNCED ADS > How it works The reason for syncing ads from TV to digital is simple. More and more people turn their attention away from the TV screen during the ad break. They login to check their
More informationDRIVING FORCES OF CHANGE IN MOBILE ADVERTISING
DRIVING FORCES OF CHANGE IN MOBILE ADVERTISING About the author: Cheryl Morris is Director of Marketing at Nanigans, a venture backed technology company driving the next evolution in media buying with
More informationThe Pioneer in Social Targeting. Marketing to Social Connections on the Web
The Pioneer in Social Targeting Marketing to Social Connections on the Web Powered by the explosion of social media on the web, Media6Degrees has pioneered a radical approach to ad targeting that moves
More informationFACEBOOK BY THE NUMBERS 2015 RESEARCH REPORT. Key findings on the trends and benefits of retargeting on the world s largest social network
9 46456 9378 2478 2478 Retargeting on Facebook by the Numbers 2015 456 2 2478 46 27841 92 29 FACEBOOK BY THE 46 9378 34 8 RESEARCH REPORT NUMBERS 2015 Key findings on the trends and benefits of retargeting
More information4 Online Advertising Traffic Sources. 95% Marketers Know Nothing About
4 Online Advertising Traffic Sources 95% Marketers Know Nothing About 1 About the Author TaeWoo Kim is an digital marketer specializing in customer acquisition, lead generation, search engine and social
More informationMobile Demand-Side-Plattform
Mobile Demand-Side-Plattform Powered by Sponsormob & Jaduda Mobile Advertising Made Easy Our Demand-Side-Platform simplifies the Mobile Advertising market, drives results and is completely transparent.
More informationSyndacast AdBoost. Product Description and Features. Find out how AdBoost can guide your business to higher ROI
Syndacast AdBoost Product Description and Features Find out how AdBoost can guide your business to higher ROI What is AdBoost? AdBoost is Syndacast s proprietary RTB Display Advertising solution AdBoost
More informationIntegral Ad Science Semiannual Review
2012 Integral Ad Science Semiannual Review Key findings from Integral s analysis of the display advertising industry and 2012 Industry Analysis and Key Findings Understanding and analyzing the risk of
More informationGuidelines for the Conduct of Ad Verification A Summary of the IAB US Document for the AU Market
2013 Guidelines for the Conduct of Ad Verification A Summary of the IAB US Document for the AU Market May 2013 2013 interactive advertising bureau australia www.iabaustralia.com.au Table of Contents Background
More informationSuccessful Programmatic Trading: Data!! lejo duivenvoorde country manager
1 Successful Programmatic Trading: Data!! lejo duivenvoorde country manager We were the first... Delta Projects Evolving technology for online advertising 2006 The 1st company in Sweden to execute a Retargeting
More informationMilano, 25 Novembre 2014
PROGRAMMATIC ADVERTISING: La prospettiva lato Demand Milano, 25 Novembre 2014 What is PROGRAMMATIC anyway? Publisher centric Audience centric Manual IOs Automated Assumptions based Evidence based Human
More informationAd Tech for Privacy Counsel November 5, 2014. Marc M. Groman, President & CEO Network Advertising Initiative
Ad Tech for Privacy Counsel November 5, 2014 Marc M. Groman, President & CEO Network Advertising Initiative Why? What We ll Cover This Morning: Basic Client Server Transactions Maintaining State What this
More informationBest Practices for Mobile Publishers & App Developers
Best Practices for Mobile Publishers & App Developers A 5-Step Process for Monetization Success A 5-Step Process for Monetization Success Mobile publishers and app developers are instantly faced with a
More informationMONETISING MOBILE MEDIA. Sara Buluggiu Italy Country Manager & Southern Europe Sales Director Rubicon Project
MONETISING MOBILE MEDIA Sara Buluggiu Italy Country Manager & Southern Europe Sales Director Rubicon Project The Year of Mobile??? WiFi: rubiconproject The Year of Mobile??? WiFi: rubiconproject The Year
More informationBEST PRACTICES. For Succeeding with Viewable Impression & Audience Guarantees A GUIDE FOR MEDIA BUYERS & SELLERS
BEST PRACTICES For Succeeding with Viewable Impression & Audience Guarantees A GUIDE FOR MEDIA BUYERS & SELLERS FALL 2013 Few industries have seen the level of disruption and high velocity of change that
More informationDISCOVER NEW BUSINESS WITH PAID SEARCH.
DISCOVER NEW BUSINESS WITH PAID SEARCH. Paid Search marketing can put your dealership s website at the top of search engine rankings. Search is the # 1 resource used by today s digital driver. 2 Consumers
More informationWhat have we achieved so far? MEDIA INNOVATION 2015 IAB AGM STATUS UPDATE
What have we achieved so far? MEDIA INNOVATION 2015 IAB AGM STATUS UPDATE Overview This document will illustrate the current Industry engagement and undertakings that have taken place over the last 9 months
More informationThe Quantcast Display Play-By-Play. Unlocking the Value of Display Advertising
The Quantcast Display Play-By-Play Unlocking the Value of Display Advertising Introduction In 2013, businesses will spend nearly $18 billion on display advertising. Over the past few years, we've seen
More information2013 SIIA Strategic and Financial Conference New York, NY
Since 1987 The Coming Shift in Digital Marketing: Always On CRM 2013 SIIA Strategic and Financial Conference New York, NY www.jegi.com June 21, 13, 2013 2012 Discussion Agenda M&A Heating Up in Marketing
More informationPRESENCE, INTELLIGENCE AND CONFLICT: OPPORTUNITIES AND CHALLENGES IN DIRECT-TO-CONSUMER E-COMMERCE
WHITE PAPER PRESENCE, INTELLIGENCE AND CONFLICT: OPPORTUNITIES AND CHALLENGES IN DIRECT-TO-CONSUMER E-COMMERCE EXECUTIVE SUMMARY Readers of this document will learn why the advantages and opportunities
More informationA Comparison of Media Sources for Mobile App User Acquisition
Labs Report A Comparison of Media Sources for Mobile App User Acquisition Spoiler Alert: Advantage Facebook Introduction It is widely recognized that the launch of Facebook s mobile app ads has raised
More informationBUY. Mobile Retargeting for Retailers: Recapturing Customers Cross-Platform. February 2014. 1.877.AMPUSH.1 info@ampush.com
BUY Mobile Retargeting for Retailers: Recapturing Customers Cross-Platform February 2014 1.877.AMPUSH.1 info@ampush.com TABLE OF CONTENTS Executive Summary 3 The Mobile Advertising Opportunity 4 E-Commerce
More informationMarketing automation is a buzzword in the marketing world. This chapter
In This Chapter Chapter 1 Introducing the Concepts of Marketing Automation Defining marketing automation Defining the modern buyer Knowing why companies implement marketing automation Starting the conversation
More informationRULING WHERE DIGITAL TRANSFORMATION FAILED
RULING WHERE DIGITAL TRANSFORMATION FAILED During the last few years, large corporations, that have their strength in their relationship with their clients, have been defeated by OTTs that knew how to
More informationCORE CRITERIA FOR EFFECTIVE DIGITAL ADVERTISING ASSURANCE
CORE CRITERIA FOR EFFECTIVE DIGITAL ADVERTISING ASSURANCE V1.0 FEBRUARY 2015 A Project of the Trustworthy Accountability Group www.tagtoday.net Counsel: Venable LLP Stuart P. Ingis Tara Sugiyama Potashnik
More informationPower your customer journeys with the leading 1:1 digital marketing platform. 5 Things You Should Know About Salesforce Marketing Cloud
5 Things You Should Know About Salesforce Marketing Cloud Power your customer journeys with the leading 1:1 digital marketing platform 5 Things You Should Know About Salesforce Marketing Cloud 1 5 Things
More informationTHE NEXT AD BIDDING GUIDE AN EASY GUIDE TO HELP YOU OPTIMISE YOUR BIDDING STRATEGY
THE NEXT AD BIDDING GUIDE AN EASY GUIDE TO HELP YOU OPTIMISE YOUR BIDDING STRATEGY Bidding strategy 3 steps for setting up your bidding strategy 1 Define your business goal 2 Choose your bidding strategy
More informationTapping into Mobile App Installs. Building a Valuable User Base for Your App
Tapping into Mobile App Installs Building a Valuable User Base for Your App Introduction If your business has an app, or you re planning to launch one, you ve probably spent a lot of time thinking about
More informationMobile video advertising
Mobile video advertising A major revenue opportunity for operators Scan for mobile reading Operators are looking at ways to monetize the huge growth in mobile video consumption by subscribers. This document
More informationHow to set up a campaign with Admedo Premium Programmatic Advertising. Log in to the platform with your email address & password at app.admedo.
How to set up a campaign with Admedo Premium Programmatic Advertising Log in to the platform with your email address & password at app..com For further support please email: hi@.com Campaign Delivery Settings
More information