Programmatic Ad Buying: A Tactical Primer

Programmatic Media Buying & Retargeting A few months ago, we covered the four strategic phases of lean display advertising. The first phase consists of setting up your initial tests or experiments, which means choosing your initial campaign tactics to later observe which ones show the most potential for further optimization and scaling. This primer covers most of the campaign tactics available with programmatic ad buying or real-time bidding (RTB) platforms. For each tactic, my goal is to describe what it is, why it's important, how it works, and what you should keep in mind -- all very high level. Keep in mind that most of these [...]


LiquidM Launches First White-Labeled Mobile Ad Management Platform

liquidm-logo LiquidM emerged from stealth mode today to announce the public availability of its new white-labeled mobile advertising management platform. The cloud-based SaaS product is designed to simplify mobile ad management processes for mobile media buyers. “As the mobile advertising industry is moving through the trough of disillusionment, more and more mobile advertising companies are looking to increase their competitiveness by turning to a full stack ad tech provider,” said Christof Wittig, CEO of LiquidM. “While some in the market still believe that scale and more sales people will solve [...]


The Consumer’s View Of A Programmatic World

Chango - programmatic future I have written a lot about what Big Data and Programmatic Marketing really mean (as well as what they do not). As marketers, we spend a lot of our time thinking about how these innovations will impact our world. But what about the person on the street? How will their world change -- and is it for the better or for the worse? (If you are newer to the topic, I suggest you start with “The Real State of Programmatic Marketing” and “Why Do Big Data & Programmatic Marketing Actually Matter?,” and then come back here.) A Typical Programmatic Day Let's start with Bailey, whose day we [...]


ActiveCast Media Sues Google For Withholding AdX Traffic Acquisition Payments

google-legal-law ­­­A lawsuit filed in US court last week by ActiveCast Media against Google provides an inside glimpse at just how opaque and complex the world of online traffic acquisition ecosystem can be. ActiveCast, a subsidiary of Web Integrated Net Solutions and headquartered in the British Virgin Islands, is suing Google for breach of contract, claiming the Internet giant is unlawfully withholding payment for traffic ActiveCast sent to Google advertisers as part of its contract agreement with Google DoubleClick AdExchange (AdX). In June, Google flagged the account for invalid activity and retr [...]


Google Rolls Out New DoubleClick Campaign Manager Globally For DFA

DoubleClick Campaign Manager After announcing a big change was coming in June, Google launched the DoubleClick Campaign Manager, the new version of DoubleClick for Advertisers (DFA), globally today. As DFA turns 15 this year, the new platform changes aim to adapt the platform for the most recent changes in digital advertising, namely social, mobile and programmatic. Native is not included in this list, yet. In June, Google said it is working with select publishers to track the impact of their native advertising and testing support for native ad serving, but any mention of native campaign management is notably missing f [...]


AOL’s “Programmatic Upfront” — Still An Oxymoron

aol-logo-3 Programmatic upfront? AOL's much-ballyhooed event at New York's Advertising Week was positioned to provoke. Upfronts are ginormous, splashy, boozy, star-studded, A-list, steak, lobster and caviar TV blowouts for advertisers, not digital media buyers. It's where broadcasters preview the next season's programming. (And, as a Starcomm executive mentioned before AOL's event kicked off, "We've always had an opportunity to see AOL's premium inventory in advance.") Programmatic buying -- real-time, automated bidding for ad inventory, is the opposite of carefully negotiated premium display adver [...]


IAB Paper Aims To Clarify Programmatic Jargon, Establish Common Definitions

iab-logo-0922 Even as programmatic ad buying and selling has been transforming the online advertising ecosystem, there is widespread confusion and misunderstanding about this fledgling technology. Jargon overload hasn't helped: "programmatic," "automation," "RTB" and other terms are tossed about willy-nilly. A new paper, the first issued by the nascent IAB Programmatic Publishers Task Force, aims to establish a common set of terms and definitions for the industry. The fact that in a post introducing the paper, Carl Kalapesi, director of industry initiatives at the IAB, chooses the term "crappy" to des [...]


About That Data: Acxiom’s Experiment in Transparency Reveals How Data Can Get Stuck in a Time Warp

Roach Motel is a trademarked term owned by the Black Flag insecticide brand. I learned something about myself recently that I didn't know before. Apparently, I am a mother. This came as a complete shock to me. But according to Acxiom's foray into data transparency, AboutTheData.com, I am the proud parent of one child. And I'm a pretty scrappy and stylish single parent, too -- seeing as I only make $40K a year, but I drive around in an Infiniti convertible. Looking at these data, it makes sense that I constantly get advertisements for baby products, degree programs and golf clubs. In reality, I'm a decently paid, college-educated, childless woman that drives an SUV a [...]


5 Common Myths About Real-Time Bidding

shutterstock_48518404-medusa As with any emerging technology, there are always bound to be myths that circulate, often due to misunderstandings. Even if they do happen to have a hint of truth to them, they can often misrepresent reality by taking exceptions and presenting them as rules. Other times, people might take a vendor's approach to a certain technology and draw general conclusions about that technology. In this article, I plan to touch on five common myths that I come across in discussions about real-time bidding (RTB). Myth #1: The RTB Market Contains Only Low Quality Inventory There have been cases wher [...]


IBM Launches Digital Marketing Network, Offers Single Tag Integration With 100+ Vendor Partners

IBM Digital Marketing Network IBM has launched the cloud-based IBM Digital Marketing Network to give clients easy integration between more than 100 ad tech vendors. The network allows organizations to share analytics data with their other advertising and marketing solutions to inform media buys based on individual buyer behaviors in real-time. The network harnesses Digital Data Exchange, IBM's tag management solution, that enables marketers to use a single tag to relay information to all partner platforms. The single tag simplifies implementation and eliminates the weight of having multiple tags for each solution. C [...]


Why There’s More To DMPs Than You Ever Thought!

article 2 [caption id="attachment_58515" align="alignright" width="300"] Image courtesy Chango[/caption] There's no question that data management is the new "it" concept. It's become impossible to go to an industry event without talking about it (or "big data"). And yet, the abbreviation DMP (Data Management Platform) is often tossed around as though all DMPs are the same. In fact, there are at least two distinct types of DMPs, and, while they have some level of overlap, their feature sets are ultimately driven by two distinct customer types: the marketer and the publisher. DMPs And Marketers [...]


Report: One Quarter Of Tablet Video Views Happen In Primetime, CTR On Pre-Roll Ads Higher On Mobile Devices

video-content-money-featured Tubemogul, the programmatic video ad buying platform, issued its latest quarterly report on mobile video viewing habits and found tablet users adopting the traditional primetime viewing habits of TV viewers. The report shows smartphone and tablet video viewing habits are fairly consistent until evening. Beginning at 7 p.m., tablet usage escalates, peaking at 11 p.m. In fact, just over a quarter -- 25.7 percent -- of all tablet video views occur between 8 p.m. and midnight. Tablet usage is similar across iPad and Android devices throughout the evening until 10 p.m.. Android tablet vid [...]


eMarketer: Retail Industry Expected To Spend $9.42 Billion On Paid Digital Media This Year

eMarketer logo A new report from eMarketer says that the US retail industry will spend $9.42 billion this year on paid digital media. By 2017, that number is expected to grow to $13.5 billion, representing a 10.5 percent compound annual growth rate. As a consistent top spender in digital paid media, eMarketer reports the retail industry will keep its lead during the four-year forecast period, but lose a small portion of its share of total US digital advertising dollars, dropping from a 22.3 percent share this year to 22 percent share in 2017. With the largest portion of retail digital ad dollar [...]


Defining Premium Inventory In Today’s Evolving Display Ad Marketplace

How Publishers Segment Ad Sales Almost every discussion about online display advertising will, at some point, revolve around defining “premium inventory". Yet, despite its prevalence as a point of discussion, there is little consensus on what “premium” actually means. It is assumed, based on the chosen language, that premium is simply more valuable, both to the advertiser and the publisher. However, this begs the question: What makes inventory more valuable? The answer to that depends on whether you are the advertiser or the publisher. If you are the advertiser, it also depends on your specific campaign goals. B [...]


Warning To Video Advertisers: Banned AdWare Creator Sambreel Now Injecting Ads On YouTube

It turns out Sambreel, the notorious adware provider that everyone thought had been quashed is still going strong. The London-based Web traffic analysis firm, spider.io, has found Sambreel, operating under the guise of companies named Yontoo and Alactro, is injecting video and display ad slots into YouTube pages. In an analysis of over 1 billion video ad impressions sold through non-Google ad exchanges, spider.io found that over 15 percent of the inventory were ad slots injected into YouTube by Sambreel. As spider.io recounts in its latest blog post on this issue, back in 2011, Sambreel r [...]


3 Essential Secrets To Becoming A Programmatic-Savvy CMO

Big Data It's hard to get away from the terms "programmatic marketing" and "big data" these days. But what does today's CMO really to need to know to be "in the know"? 1. What Big Data & Programmatic Marketing Actually Mean & What They Don't For me, the concept of big data is the most misleading. Marketers have been using big data in their marketing since marketing began -- just ask Sears, Amex or Walmart (or Tesco, for our UK readers) about the massive wealth of data they have on almost every consumer and what they do with that data. [caption id="attachment_55560" align="alignright" width [...]


Are You Smarter Than A Supercomputer? It Depends.

Algorithmic Marketing Matrix Who knows what is best for your customers? You or a computer algorithm? That is the question that big data has raised for many marketers. And like all great questions, the answer is, "It depends." I've wrestled with the question for a while, because I appreciate both sides. There's no doubt that tremendous value can be unlocked from all the data that customers emit these days. Digital pheromones that drive marketers wild, if you will. Computers are capable of analyzing such voluminous mountains of data and, if we let them, acting on it within milliseconds. How could we humans ever exp [...]


AOL To Buy Programmatic Video Ad Platform Adap.tv, Expanding Efforts To Change Video & TV Ad Buying Process

AOL Inc. is boosting its stake in the online video advertising space by purchasing Adap.tv, a leader in video advertising technology, for $405 million in cash and stock. The deal is expected to close in September. Adap.tv's programmatic ad platform facilitates real-time bidding as well as premium upfront and spot buys. The platform also works across media devices -- Web, mobile and connected TV. According to Adap.tv, 10 billion video impressions run through the platform monthly. AOL CEO, Tim Armstrong said in a statement, "Two trends are prevalent in the video space right now – the mov [...]


Advertising Has a Banking-Industry-Size Fraud Problem

vantage_local_battles_display_fraud Local advertisers are more susceptible than ever to deceptive digital agency practices. The metric commonly used to gauge success in local display advertising today, click-through rate (CTR), can be easily manipulated to provide the illusion of success, leading local advertisers to believe that their campaign is performing well. Unfortunately, the selective manner in which many agencies restrict reporting transparency prevents investigation by the advertiser and does not allow for true optimization. Financial Engineering Fraudsters A common tactic used by some of the largest local online [...]


Navigating Around Icebergs: How Elemental Data Charts A Better Course For Display Advertising

Iceberg Icebergs are deceptive. Their icy peaks jut out of frigid waters, revealing only a fraction of their volume. What appears to be a small, confined piece of floating ice that can easily be navigated around might very well turn out to be a massive barrier below the surface. [caption id="attachment_51032" align="alignright" width="258"] Image credit: istockphoto.com[/caption] Perils Of Segment-Based RTB Segment-based, real-time bidding for display advertising is sort of like an iceberg. It looks really cool, but can obscure the real picture. The promise of better performance through progra [...]


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