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.

[click to read more…]

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.

[click to read more…]

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.

[click to read more…]

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.

[click to read more…]

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.

[click to read more…]

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.

[click to read more…]

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.

[click to read more…]

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.

[click to read more…]

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.

[click to read more…]

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.

[click to read more…]

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.

[click to read more…]

Webinar: SiteScout DSP Updates (October 2014 Edition)

by Ratko Vidakovic on October 9, 2014 · 0 comments

SiteScout DSP Updates with Ben Zelikovitz

Yesterday we announced a variety of new features and improvements to the SiteScout DSP. We will be hosting a live webinar next week to give an overview and guided tour of all the new functionality.

During this webinar, Ben Zelikovitz will be showcasing all the new features and functionality of the SiteScout DSP, which include: video reporting, automatic click macro insertion, inline budget editing, event pixel overhaul, and other improvements.

Both during and after the presentation, Ben will be answering questions from attendees like you, so don’t miss your chance to ask him anything.

[click to read more…]

SiteScout DSP Product Update: October 2014 Edition

by Ratko Vidakovic on October 8, 2014 · 0 comments

It’s time again for the latest updates from the SiteScout DSP. Over the last few weeks, there has been a strong focus on enhancing the performance and stability of the platform as our usage surpasses record levels. We have released numerous improvements to the product, making it more robust and dependable, as well as heavily-requested features that we are happy to finally announce.

Here is a quick summary of what’s new, in case you want to skip to the most relevant section:

Video Reporting
Automatic Click Macro Insertion
Inline Budget Editing
Event Pixel Overhaul
Metric Calculation Improvements
Performance Enhancements & Bug Fixes
Upcoming Webinar

And with that, let’s dive in…

Enhancement: Video Reporting

When running a video campaign, different metrics are used as key performance indicators. The most notable is completion rate (the percentage of viewers that watched the entirety of the video ad), but there are more. The new metrics include:

  • Video Starts
  • 100% Completions
  • Completion Rate (%)

All of these stats are now available in the detailed campaign reporting screens within the UI: sites, placements, ads, hourly, and daily. Additional stats, such as Skips and Skip Rate (%), will be coming in near future.

New Feature: Automatic Click Macro Insertion

One of the biggest hassles for people who traffic ad tags on a daily basis is making sure that click macros are correctly inserted for the appropriate platform. If done incorrectly, campaign clicks won’t get tracked within the SiteScout interface. That’s why we’ve added automatic click macro insertion to the ad tag form:

If we recognize an ad server tag, the option will appear to have SiteScout automatically insert the macros. Pressing “Insert Macros” takes care of this for you in one click. We are initially supporting DFA (DoubleClick for Advertisers) and MediaMind (Sizmek) ad tags, but will add more depending on demand.

New Feature: Inline Budget Editing

A common task for any media buyer is the adjustment of daily budgets. It happens pretty frequently. Having to open up and edit a campaign in order to edit the daily budget is fine if it’s infrequent. But if you have to do it frequently, or for a large number of campaigns, which is often the case, it becomes a hassle. That’s why we now allow you to edit the daily or lifetime budget of a campaign inline within the campaigns grid, similar to the way you can edit the default bid or status of a campaign — within seconds.

Improvement: Event Pixel Overhaul

Not that long ago, we overhauled our previous “LP Clicks” tracking feature. It was a capability that allowed you to track how many people were clicking on the calls-to-action on your landing pages. Although this was valuable to some users, it was limited in its utility. It is now known as “event” tracking. Events lead up to conversions, and they can be triggered by either link clicks or page loads.

We just released a new feature that allows you to fire an event using an image pixel. This allows you to tag a mid-funnel page and have the actions counted as “events” — a mid-step towards conversion. This is highly beneficial and recommended for optimization.

Improvement: Metric Labels & Calculations

We have gone through and revised a number of metrics calculations to ensure consistency and correctness. We have also clarified labels. For example, eCPM and eCPC used to be calculated on media cost only. They are now called “Total eCPM” and “Total eCPC”, and include data costs.

Enhancement: Performance & Bug Fixes

Over the last two months, performance and stability was a major focus for us. Several issues resulting in slow UI response were investigated and resolved, improving load times and reliability. Tab loading, campaign editing, and campaign reporting are now significantly faster. We have also significantly reduced the frequency of crashes within the interface.

Upcoming: Live Webinar

Next week I will be co-hosting a user webinar with Ben Zelikovitz to present a live demo of all the new features and to answer all of your questions. Stay tuned as the webinar details will be announced later this week.

That’s it for now, but there is a lot of exciting stuff in the queue. I look forward to sharing them with you in the near future!

RTB Zeitgeist: How Brands Measure in a Programmatic World

by Ratko Vidakovic on September 29, 2014 · 0 comments

How Brands Should Measure in a Programmatic World

Measurement matters in a programmatic buying environment. You can’t just import traditional measurement methods, though. The measurement must fit the workflow.

In a programmatic buying environment, analytics has to be more accurate and stable than the initial modelling used for the programmatic buy. That means it has to be a more dependable information source than what’s provided in the programmatic scheme pre-transaction. It also has to be quick enough to let actions be taken throughout a campaign, and needs to be sufficiently granular in order to identify areas where action is required.

Programmatic measurement must also be easily accessed. It should address the fundamental objectives that marketers are trying to accomplish. Finally, programmatic measurement must be independent and unbiased.

[click to read more…]