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Programmatic

What is DSP in Programmatic Advertising?

Programmatic advertising is all about using technology to streamline the ad buying process. With AI-based algorithms doing the legwork for them, advertisers can be sure they’re launching more efficient, targeted and relevant campaigns for their audiences.   Read more »

NYCU: The Future of Programmatic Advertising

Findings from a Google commissioned study of marketers and advertising professionals show how they think about programmatic advertising, in light of changes in access to third-party cookies and shifts in consumer privacy preferences.   Read more »

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“Watchouts with Programmatic Buying” - Dstillery

 

Optimization and measurement remain challenging primarily because the actions worth measuring (e.g., product purchase) often are exceedingly rare, not measurable at all, or only partially traceable to the digital identity of the consumer who was exposed to the ad.

As a result, we look for suitable alternative/proxy target variables when data on the true objective is in short supply or even completely nonexistent. In previous research we asked ourselves “is click the right proxy for evaluation and optimization of display advertising campaigns where the ultimate goal is purchase?”

In this research, we asked – “why is the click not a good proxy?”

For more information visit Audience Measurement

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Majority of European Video Buyers Use Programmatic, AOL Report Finds

According to AOL’s “2015 European State of Video Industry” report, 98% of video buyers surveyed in European markets buy digital video programmatically. On the sell side, 97% of those surveyed are selling digital video programmatically instead of using traditional models. AOL, working with Advertiser Perceptions, collected quantitative data on digital video from 411 brands, agencies and publishers in the U.K., France, the Netherlands and Germany. Among the findings of this report: -Mobile video is the “most robust growth area” in digital media, with 42% of buyers surveyed reporting a rise in mobile digital video budgets last year. -42% of advertisers surveyed said they buy digital video directly from publishers. -48% of advertisers said they'd brought programmatic video-buying capabilities in-house, and 47% said they planned to do so in the next year. This report included the varying concerns of buyers and sellers concerning programmatic digital video. Buyers: Need to integrate into existing process and systems and an inability to access premium inventory at scale. Publishers: Perceived risk of the commoditization of content, a lack of existing process and systems, and a lack of expertise. Both buyers and sellers surveyed cited viewability issues and fraud scores as important when measuring campaign performance. See all 5 Cups articles.  

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Despite Obstacles, Programmatic Video Advertising Maturation Advances

The adoption of programmatic video advertising is expected to grow rapidly over the next 24 months, according to this article, which summarizes some of the conclusions from the eMarketer report, “Programmatic Video Advertising: Poised for Rapid Growth Despite ‘Premium’ Holdouts.”        Programmatic ad dollars will account for only 39% of total US video ad spending this year.  However, growth is expected as a result of better ad quality and an increase in premium inventory.  Current concerns with audience identification, targeting and measurement also need to be resolved. This article presents eMarketer’s forecast of a triple-digit jump in US programmatic video ad spending in 2015 and a further 84.5% increase in 2016.  By 2017 the portion of programmatic digital video ad dollars will move closer to the broader average for programmatic activity (72%), accounting for 65%, or $7.43 billion. See all 5 Cups articles.