According to the IAB’s recently released 2015 “Marketer Perceptions of Mobile Advertising” report, most marketers are keen on mobile programmatic, but only a few have actually bought mobile ads programmatically.

The report revealed that 67 percent of the 200 marketing executives polled think mobile programmatic is important, while 41 percent believe it will help them reach a specific audience, But only 27 percent have bought mobile ads programmatically. One theory to explain the disparity is that there are only a few automated ad formats available, with banner ads being most predominant. Marketers need more mobile options.

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A group of international publishing powerhouses have partnered to form the Pangaea Alliance, a new digital advertising offering that’s using programmatic to allow brands access to their combined ad inventory.

Spearheaded by The Guardian, the alliance also includes CNN International, The Financial Times, Thomson Reuters, The Economist, Hearst UK and Time Inc., and boasts a total audience of more than 110 million users. Launching in the next few months, Pangaea is also promising potential advertisers that their ads will be seen next to quality content in an attempt to assuage fears regarding ad fraud.

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RTB Zeitgeist: Getting to grips with programmatic

by Ratko Vidakovic on March 13, 2015 · 0 comments

2015 is the year marketers will realize that programmatic isn’t a fad. It will all come down to the better access it enables to data and precise execution, to a scaled variety of inventory and the resulting reach, and to ideas and practices that were only accessible to the biggest advertisers just a couple of years ago.

Another programmatic prediction for 2015 is that the supply side will begin to wake up to what programmatic actually means. Publishers will feel pressure to create new products and invest in digital brand activity, including programmatically delivering rich media and online video ad inventory.

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How to get started with programmatic display advertising

There are a many reasons why it’s the perfect time to get into programmatic display advertising. Only a few companies are using it, so there’s less competition. Also, the companies that build a strategy to dive into programmatic are the most successful. If you find an agency with transparent fee structures, you’ll be in a better spot than your competition. Ultimately, the technology might be complex, but the payoff’s significant.

To get started, first you need to find a demand-side platform with substantial inventory. Develop a thorough understanding of your target market. Make sure to disseminate that knowledge throughout your organization. Find partners with feasible costs of service. Next, build specific audiences to target. Then, optimize strategically, and there are a number of ways to do that, including testing ad frequency, segmenting audiences into finer demographic sets, testing different site placements, and testing the time of day.

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What you need to know about programmatic direct

Programmatic direct is on the rise as more advertisers and publishers seek to bring the efficiency of programmatic to direct orders for ad inventory. Estimates have programmatic direct spending surpassing $8 billion in 2016, accounting for over 40 percent of all ad programmatic display spending. But the process still causes some confusion.

A few specialized vendors facilitate programmatic direct, relying on API integrations with publisher ad servers, allowing advertisers and agencies to have campaigns served directly on a publisher’s ad server in an automated fashion. There are many advertiser benefits, including the automated process, better targeting, ad serving priority and guaranteed inventory volume. Yet drawbacks still hamper widespread adoption, such as detached relationships with publishers, limited adoption, isolated platforms and premium prices. Despite the challenges, programmatic direct is also a process that’s still very much to the publisher’s benefit.

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The New Normal in 2015: ASO strategies, RTB, & programmatic marketing

Along with app store optimization strategies, new trends in real-time bidding and programmatic marketing will come to the fore as they continue to become the norm in 2015.

Programmatic has evolved beyond simple transactions and RTB, now accounting for 47 per cent of non-search advertising in the U.S., with an overall spend of $21 billion. As an increasing number of targeted data points become available to programmatic marketers in 2015, expect advertising relevancy to increase. With major brands like Proctor & Gamble and American Express investing more heavily in programmatic, machine learning will have a bigger part to play this year.

Also, marketers should seek to utilize optimized programmatic marketing methods to get the best bang for their buck whilst simultaneously drawing in the right consumers.

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RTB Zeitgeist: Should You Keep Programmatic In-House?

by Ratko Vidakovic on January 21, 2015 · 0 comments

The Blame Game: Transparency In Programmatic

Today advertising is more intelligent and less dense. The uptick of programmatic advertising has played a big part in that visibility. In considering programmatic, C-suites are faced with an important question right off the bat: outside programmatic campaigns to ad agencies or keep it in-house?

The programmatic model is all about efficiency — getting the right message to the right people at the right time while simultaneously reducing advertising costs. Given the ease with which companies can manage their own programmatic practice, it can prove difficult to justify paying a premium in order to have an agency do it for them.

That said, companies looking to bring programmatic in-house also require the right expertise, which might translate to additional staff. Whatever their choice, company C-suites need to remember that all advertising, including programmatic, needs a human touch.

Read More from MediaPost…

Should You Keep Programmatic In-House?

The Blame Game: Transparency In Programmatic

A recent report from Forrester and Index Exchange has put the spotlight on publishers’ attitudes towards transparency issues. They say they’re at a significant disadvantage compared to their counterparts on the demand side. According to the report, publishers feel that the demand side is moving quickly and isn’t waiting for the sell side to catch up.

It’s all led to a “vicious circle of suspicion and distrust,” the report notes, which isn’t serving the best interests of either side. Distrust in the programmatic space isn’t being limited to the interactions between these two either. It’s also beginning to permeate relationships between agencies and brands, a phenomenon that’s propelling the current “in-house trend.” A publisher is quoted in the study saying it’s incumbent on advertisers to “make the market more comfortable.”

Read More from Huffington Post …

Private Marketplaces: The Death Knell For Publishers?

Private Marketplaces: The Death Knell For Publishers?

Private marketplaces, while created with the best of intentions, are still in some ways a work in progress, says Evolve Media’s Brian Fitzgerald in a recent article for TechCrunch.

Open exchanges create a “bottom-line approach to evaluating and buying media,” he says, leaving little room for considerations such as ad environment or positive brand association. Private marketplaces were created to leverage the efficiency of programmatic buying in a closed environment wherein sellers proffer more premium ad placements and better creative frequency control. The problem, says Fitzgerald, is that these private marketplaces enable buyers to get a sneak peek at higher-quality inventory while publishers are left in the lurch with no guarantee of payment against that inventory.

Ultimately, what’s needed, argues Fitzgerald, is “a market that rewards publishers for creating great content, rich environments and market-leading solutions.”

Read More from TechCrunch…

That’s it for this week’s RTB Zeigeist. To subscribe to #RTBZeitgeist, click here.

Over 80% of all Industry Players Used Programmatic In 2014

Programmatic was a prevalent force in 2014, with 80 percent of the advertising industry — including advertisers, publishers and marketers — executing digital advertising programmatically throughout the year. That accounts for over three-fourths of the whole marketplace.

Banners were still the dominant digital ad format, with more than 85 percent of the market using programmatic to execute them. Mobile was employed programmatically by over 60 percent of the market, preroll ads by 50 percent and native advertising by 20 percent of the industry, demonstrating how programmatic has progressed past display advertising.

Quality, however, was lacking in 2014, with viewability and ad fraud being the market’s main obstacles, with brand-safe environments also constituting a major concern for industry players.

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15 insights from the Real Time Advertising Summit

Learn about the 15 key takeaways that you need to think about when it comes to real-time advertising, recently identified at the Real Time Advertising Summit in London. Here are some of the standout points:

Simplification is crucial to the continued evolution of programmatic advertising, as is the need for education. It’s important for advertisers to find out how programmatic works. Creative shouldn’t be an afterthought in any programmatic campaign and, with so many options available to consumers, advertisers are going to need to work harder than ever to maintain customer loyalty. For advertisers looking to get involved with programmatic, it all starts with data management.

Finally, there is a prevailing need for transparency within the programmatic ecosystem. Advertisers want to know where their money is going.

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Knowledge is Fuelling the Programmatic Shift

Advertisers are increasingly bringing their programmatic advertising practices in-house thanks to ad teams increasing their knowledge about the industry.

It used to be that ad agencies were the ultimate source of programmatic know-how. That’s not the case these days as many advertisers are becoming much more educated about programmatic advertising and ad tech in general. The need for transparency is driving advertisers to bring programmatic in-house. Many are seeing the DIY approach as the best way to garner insights and knowledge.

Such a shift is tipping the balance of programmatic smarts and control away from the agencies and to the advertisers themselves, allowing them, among other things, to keep command over their sensitive first-party data. It’s worth noting talent restraints and lack of implementation strategies are the key challenges these advertisers now face.

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Top 10 things you need to know about programmatic but were too afraid to ask

At its recent Programmatic Summit in Los Angeles, the IAB highlighted 10 things people should really know about programmatic advertising. Here are some of the key takeaways.

Programmatic is big and it’s getting bigger. Real-time bidding (RTB) and programmatic aren’t exactly one and the same because RTB is actually just a subset of programmatic. Also, programmatic still has its fair share of challenges to overcome if it will to truly live up to its potential. While fraud and trust are particularly challenging issues, they’re being addressed by the industry through the development of an accountability program, as well as other initiatives.

Measurement is even more important in a programmatic environment. Attribution is also critical in order to make programmatic spending more efficient. Finally, creativity and programmatic are not enemies.

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There’s no reason to be afraid of programmatic ad buying. Some buyers fear the transition towards automation will put their jobs in jeopardy. In fact, it’s actually enabling them to better focus on the more strategic choices involved with ad buying. So, they’ll still have a job; it just might be a different one.

If industry insiders keep an eye on the dynamic changes evolving in their space, they’ll see that they have an opportunity to similarly transition their roles. New jobs and opportunities will be created as programmatic continues to gain momentum, as is the case when businesses outsource positions, for example.

Digital marketing staff need to remember that change is the norm, and learning as much as possible about programmatic is the best way for ad buyers to flourish and prosper in the programmatic ad buying ecosystem.

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Facebook Exchange (FBX) Has Arrived on SiteScout!

by Ratko Vidakovic on October 30, 2014 · 10 comments

At SiteScout, we continue to innovate and bring RTB technology to the marketing masses, which is why we are happy to introduce Facebook Exchange (FBX) inventory to the platform! FBX has been universally desired by almost every advertiser, which is no surprise, given that they are one of the largest publishers on the web, with lots of valuable display inventory.

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Why Every Marketer Should Leverage Retargeting

Retargeting has become an essential modern marketing tactic. In a recent article for Marketing Land, SiteScout’s Ratio Vidakovic explains why: it increases the effectiveness of all other marketing endeavours, raising brand awareness and bolstering brand recall in particular. It also drives consumers down the sales funnel, allowing multiple opportunities for conversion.

Cookies make all this possible. As visitors land on a publisher’s page, a piece of code adds cookies to their browsers. They’re then included in audiences lists that can be retargeted with campaigns designed specifically for their audience. The power of RTB makes retargeting campaigns particularly powerful; these campaigns are highly targeted, heavily engaging, offer greater reach and all with lower overall campaign costs.

Other reasons to engage in retargeting include allowing to build an asset by capturing audience data, enhanced campaign performance and the ability to up-sell, cross-sell or onboard converted visitors.

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RTB Zeitgeist: Study Says Programmatic Major Time-Saver

by Ratko Vidakovic on October 14, 2014 · 0 comments

Study Says Programmatic Major Time-Saver

People aren’t worried about being replaced by robots, and instead see tech as a time-saver. At least, that’s the prevailing opinion in the advertising industry.

According to a recent AOL study, more than half (57%) of industry execs don’t think that programmatic technology replaces people. But more than a third of participants felt that the biggest issue facing the programmatic space is a skill gap requiring a strategic plug.

Some of the participants also feel that the tech is a time-saver. Two-thirds said programmatic frees up their time so they can focus more on talking strategy. A third said it gives them more time to focus on value-added services. Another third added that they have more time to spend communicating with clients thanks to programmatic.

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