Programmatic Advertising & Media Buying

Why ARF thinks marketers should reconsider their personalization strategy

Channel: Display Advertising, Display Advertising, marketing automation, Programmatic Advertising & Media Buying, Retargeting & Remarketing /

At a time when technology is enabling marketers to inch ever closer to one-to-one marketing, one of the industry’s most highly respected institutions suggests that this “Holy Grail” may not be all it’s cracked up to be. The Advertising Research Foundation (ARF) warns marketers that excessive targeting and retargeting can lead to lower-than-expected ROIs, a […]

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Taptica acquires RhythmOne to bulk up programmatic video ad capabilities, increase focus on CTV

Channel: Video, Display Advertising, marketing automation, Marketing Tools, Programmatic Advertising & Media Buying, video /

Ad tech provider Taptica announced Monday that it will scoop up cross-channel solutions provider RhythmOne for $176 million, rounding out its programmatic offerings for video advertisers. Building on its purchase of Tremor Video DSP in August 2017, and RhythmOne’s own acquisition of video and CTV inventory provider YuMe in early 2018, Taptica’s expanded offering should provide advertisers

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Freedive, Amazon’s free video-on-demand service, serves up new video advertising opportunities

Amazon, Amazon: Amazon Advertising, Channel: Display Advertising, Display Advertising, Programmatic Advertising & Media Buying, video /

IMDb, the Amazon-owned database of TV and movie titles, has launched an ad-supported video-on-demand service called Freedive. It is available in the U.S. on the IMDb website, Amazon Fire TV devices, Amazon’s Roku channel and on mobile devices via the IMDb app. Why advertisers should care Amazon is estimated to be the third largest digital

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Optimizing for attention: Viewability gives rise to time-in-view metrics, poses challenges

A-Post to MarTech Today, Channel: Display Advertising, Display Advertising, Programmatic Advertising & Media Buying /

Many marketers have bristled at the MRC standard of viewability requiring that at least 50 percent of its pixels be in view for at least one second (for video, 50 percent of a player must be in view for at least two seconds). The standard is a basis that an ad had the opportunity to

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Gravy’s ‘location data forensics’ seeks to identify, minimize fraud in programmatic bidstreams

A-From MTT, Channel: Display Advertising, Display Advertising, Mobile Marketing, Programmatic Advertising & Media Buying /

Location intelligence company Gravy Analytics is introducing what it’s calling “location data forensics.” Its purpose is to filter out unreliable, inaccurate or fraudulent location data from the bidstream. Location data often unreliable. Mobile ad exchange bid requests including location are often significantly more valuable than those without. That results in a lot of questionable location

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IAB’s in-app ad viewability and measurement SDK hits 2 billion devices

A-From MTT, Channel: Display Advertising, Channel: Martech: Advertising, Display Advertising, Marketing Tools, Programmatic Advertising & Media Buying /

Out just over a year, the Interactive Advertising Bureau Tech Lab’s third-party in-app ad viewability and measurement tool is gaining significant steam. IAB will announce Wednesday that its Open Measurement software development kit (SDK) has achieved adoption by 17 companies across the U.S., Europe and Asia, and it’s enabled on 2 billion devices across the

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Hulu launches new private marketplace for its OTT ad inventory

A-Post to MarTech Today, Channel: Video, Programmatic Advertising & Media Buying, video /

Hulu is opening up its sought-after video inventory to programmatic buyers with a new private marketplace that will launch Jan. 1. How will inventory be bought and sold? Hulu is partnering with video management platform Telaria, which has an ad server designed for programmatic and direct-sold video and connected TV and over-the-top (OTT) inventory. Hulu

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How long will the brand safety conversation continue?

branding, Channel: Display Advertising, Display Advertising Column, Programmatic Advertising & Media Buying /

Maybe there will never be an end to the talk about brand safety in the media industry – and that’s a good thing. I have spent the past ten years working on these issues, from helping to found the IAB’s Quality Assurance Guidelines which was the basis for The Trustworthy Accountability Group (TAG) to running

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Hooked on a feeling: The forgotten factor in online advertising

Channel: Display Advertising, Content & Writing, Display Advertising, Display Advertising Column, Programmatic Advertising & Media Buying /

If there’s anything the recent past has reminded us, it’s that feelings still trump considered thought. This is also true for advertising, but not in the way you might think. The marriage of ad and tech has brought some amazing advances. But as we move to the future, does that mean we’re also doomed to

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Why you should embrace a full-funnel strategy for programmatic display

Channel: Display Advertising, Display Advertising, Display Advertising Column, Programmatic Advertising & Media Buying /

Lately, I’ve seen more and more claims that the marketing funnel is dead — including from Google itself. Of course, the consumer journey has drastically changed over time as user behavior has adapted to the internet. And nobody is going to deny that the exact journey to conversion varies from one person to another. But

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