The Rise Of The Programmatic Media Specialist

There’s a new type of player needed by every savvy media agency: the programmatic specialist.

It’s a title that’s quickly on the rise due to quickly-advancing programmatic technology, data, and a planning/optimization paradigm turned on its head. We have seen the split at about 70% optimization and 30% planning. Due to client demand, media teams must now be able to optimize on the fly, in real-time. This strategy requires the introduction of new skill sets in order to remain competitive in a rapidly evolving field.

Agencies need to find people with a working knowledge of tools in dashboards, who can approach tasks quantitatively and analytically, and be able to manage esoteric tech and large data sets in order to affect client KPIs. It all comes down to adopting new models and attracting strong, transformational talent.

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Real-time Bidding Changes the Way Ad Inventory is Bought and Sold

“Programmatic has become a key component of a publisher’s digital strategy but what’s the best way to manage it? 614 Group’s Rob Rasko, in a recent Marketing Land article, identified three core pillars critical for publishers looking to maximize their programmatic revenue return.

The first is “let currents of data carry you forward,” Rasko writes. Publishers must be open to all data sets arising from their programmatic practice, from both direct and indirect channels. The two channels must be combined to offer actionable insights.

The second pillar is “row in the same direction with more oars.” Building the right programmatic strategy takes time and, to achieve success, everyone in the company needs to be onboard.

The final pillar is “back to basics – relationships matter.” People are still involved in the programmatic process, on both sides of the equation – sales and buy. Keep this factor in mind as the programmatic process goes back to a one-to-one model. “

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Why Hyper-local Data is a Game-Changer for Programmatic

A new report outlines how hyper-local data is shaking up the programmatic industry. Hyper-local targeting uses consumers’ longitudinal and latitudinal coordinates to send them targeted ads, via their mobile devices as they walk past a particular store.

Hyper-local has mostly been applied to mobile, but that’s not the only way it can be leveraged. Hyper-local targeting can be harnessed in more traditional ways. Think of it as a complement to cookie targeting. With hyper-local data, brands can find people who travel frequently and serve them advertising that speaks to their travel habits.

Freed from the shackles of mobile, hyper-local targeting can create new opportunities for brands that, when combined with other media opportunities, can create a full-funnel RTB strategy.

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Five steps to powerful programmatic branding

Real-time bidding, as well as other programmatic platforms, have led to a variety of new branding opportunities. Learn the five reasons why RTB can be used to run a successful brand campaign.

Brand advertisers can achieve substantial reach because RTB allows them to access many customers across a number of private and public ad exchanges. It also allows hyper-efficient targeting, enabling brand advertisers to run campaigns tailored to parameters including demographics, psychographics, interests and location. In addition, RTB fosters scalable creative opportunities with formats like rich media and video advertising. With the availability of premium inventory increasing, brand advertisers now have greater access to quality inventory through RTB.

Finally, new standards have been set by the IAB on the viewability of programmatically purchased ads, resulting in a cost-per-view metrics that allows campaigns to be bought based on “opportunity to view.”

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Breaking down the rise of mobile programmatic buying

The numbers are in and most advertisers (57%) are buying mobile ads via programmatic, according to data from a recently released infographic by Millennial Media.

The infographic also revealed that most programmatic mobile buys (35%) are coming from agencies with DSPs next at 26% and trading desks at 19%. Brands aren’t remaining idle, accounting for 11% of all mobile programmatic ad buys.

Overall, the infographic represents good news as it shows that spending is up across the board. In 2013, 12% of campaigns cost between $1 and $5 million. This year 22% of campaigns are costing that much. Approximately 85% of campaigns spent under $1 million last year. That number is down to 63% so far this year.

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Inside the surging popularity of programmatic advertising

Programmatic advertising is taking off and there are a handful of ways you can tell it’s on the rise.

First, marketers are getting smarter about it. They’re increasingly understanding how important it can be in heaping to reach new prospective customers. Programmatic works and that means it’ll see more money. Second, projections have indicated the programmatic spending is set to grow immensely over the next few years. The fact that native advertising is going programmatic and that it’s being embraced by more and more platforms are clea indications programmatic is becoming more popular.

Finally, and most convincingly, programmatic is going beyond display advertising, making headway with richer kinds of digital advertising, such as video.

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Where the Industry Stands on Programmatic Premium Inventory

SiteScout’s Matt Sauls was recently interviewed by MediaPost’s RTM Daily about the state of programmatic buying, premium inventory and viewability ratings.

Sauls, SiteScout’s VP of operations, began by defining programmatic in basic terms — it’s any technology that automates digital media workflow. It ultimately reduces human involvement and lets buyers input simple targeting requirements before buying.

Premium is more difficult to define but in programmatic it generally refers to non-remnant inventory. Programmatic premium, he explained, has been manifesting mostly through a mix of real-time bidding and private exchanges, the latter currently being the biggest source. Private exchanges tend to have higher CPM rates and feature much more desirable inventory.

While ad viewability is an indicator of inventory quality, Sauls says it doesn’t necessarily determine what is premium inventory, though it does play an important role in making inventory high quality.

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How Real-Time Bidding Factors into Sales Strategies

Real-time bidding is revamping advertising and sales strategies by helping businesses gain more visibility to the right people online, increasing the opportunity to generate revenue.

RTB lets advertisers target consumers as opposed to like-minded websites. RTB allows brands to target people based on browsing history, age, location and interests, boosting the likelihood of a sales conversion. It also empowers brands to refine their target markets by making it more apparent who is actually paying attention to their ads.

Using analytics, RTB also allows brands to streamline their budgets and improve their ROI. Another interesting advantage is how RTB enables brands to take better advantage of social media marketing by targeting social media users in real time.

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Most Marketers Don’t Understand Automated Ad Buying

Transparency is automated advertising’s final frontier. Unfortunately, it’s still an issue and it’s the thing most responsible for preventing programmatic from realizing its full potential.

A recent study by Forrester Research showed 67% of marketers are unaware of automated buying technology, don’t understand it, or need to learn more about it to apply it to campaigns. Programmatic’s efficiency has been proven, however a lack of transparency is preventing full-blown adoption and it doesn’t stop at a lack of education.

Marketers are also wary about how money is being spent when it comes to automated ad buying and where ads bought programmatically are being placed.

Marketers, if you don’t understand programmatic, you’re not alone.

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Yesterday we hosted a great webinar, lead by Matt Sauls, which covered all the details of our new video capabilities. So if you’re interested in learning a thing or two about video RTB, just sit back, relax, and check out the replay below:

For the best viewing experience, we highly recommend watching with HD enabled in full screen mode. Enjoy!

Webinar: Learn About Video Campaigns on SiteScout RTB

by Ratko Vidakovic on April 3, 2014 · 0 comments

Video RTB with Matt Sauls

A few weeks ago, we announced the introduction of video campaigns to the SiteScout RTB platform. We also promised a training webinar to give a live overview of all the new functionality. So, we’ll be hosting our video webinar next week to give a guided tour for anyone interested.

During this webinar, Matt Sauls will be showcasing our new video capabilities on the SiteScout RTB platform. These capabilities include new targeting features, inventory sources, and creative options. Matt will also discuss some of the upcoming features that are on our product roadmap for video.

Both during and after the presentation, Matt will be answering questions from webinar attendees, so don’t miss your chance to ask him anything about video.

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RTB Zeitgeist: Going programmatic? Ask these 5 things

by Ratko Vidakovic on March 31, 2014 · 0 comments

5 Questions to Ask Your Potential Programmatic Buying Partner

It’s important for marketers to know as much as possible about programmatic in order to fully realize its potential. With that in mind, here are five questions marketers should ask potential programmatic partners.

The first question for marketers to ask is how potential partners source their inventory so that they can get a sense of the kind of inventory available for their campaigns. Marketers should also ask what brand safety and fraud protection measures are in place to ensure that inventory sourced is of an acceptable quality. Marketers should also ask about the freshness of data sets and how conversions will be measured, especially on mobile.

There’s lots to consider when you are using programmatic buying, and this article hits on some of the key things you should think about.

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Smaller agencies still undecided on programmatic

With programmatic trading, size seems to matter. While large advertising agencies are embracing it, many small- to mid-sized agencies aren’t sure what to think. For some it’s a trust factor, and for others it’s a feeling of uncertainty about the validity of buying media through programmatic exchanges.

The small- to mid-sized agency reservations were reported by software developer Strata who surveyed 75 agencies. and they show a marked difference from the large agency holding companies who have invested heavily in programmatic trading desks.

One of the more major issues, the survey said, was an inability to define programmatic trading. Furthermore, many smaller agencies could in fact be using programmatic trading without knowing what it is.

If the survey results tell us anything, it’s that education is still important across the advertising industry.

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SiteScout RTB Update: Introducing Video!

by Ratko Vidakovic on March 4, 2014 · 3 comments

Today we are thrilled to announce the addition of video campaigns to the SiteScout RTB platform! Video campaigns are a whole new format that we are proud to introduce as an exclusive part of our new user interface. In other words, our old interface will not be supporting video campaigns.

For you, this is big news. Very much like when we first launched mobile. Today, mobile is one of the most widely used targeting features on the platform, and we expect video to become just as popular.

New Targeting

Video inventory will consist of pre-roll, mid-roll, and post-roll placements. When creating a video campaign, these roll positions are now a unique targeting feature:

Moreover, the same targeting features that have been hallmarks of the platform, like audience and contextual targeting, will all be available to overlay on video campaigns, giving you the same level of efficiency and effectiveness.

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Real-time bidding explained in plain English

Real-time bidding (RTB) has become hugely popular over the last year, but if you still have lingering questions about RTB, Digiday has an excellent primer to bring you up to speed.

A popular misconception around RTB that continues to persist is that it’s the same thing as programmatic advertising. It’s not. It’s merely a type of programmatic advertising that involves the automated buying and selling of online ad impressions through real-time “auctions.” Those auctions take place in less time than it takes to load a web page, usually with the help of ad exchanges or supply side platforms. The highest bidder wins the impression and their ad loads on the site.

A key benefit of RTB is its ability to let advertisers target specific users online with an incredible amount of efficiency. Advertisers can also access heaps of inventory across a variety of websites, cherry-picking impressions as they like.

If you know someone who wants a simple explanation of RTB, forward along this link.

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