What's the buzz around the office this week? How programmatic advertising could work with luxury brands, the dominace of mobile display and Facebook entering the world of header bidding.
Programmatic advertising is often considered a "must-have" for brands, except for those in those within the luxury sector. Unfortunately, programmatic does not pack the same punch as a direct buy. The Drum offers a few strategies including how brands should work with publishers directly to create custom programmatic solutions.
Research shows that over $15.45 billion dollars will be spent on mobile programmatic in the US alone. Coming in at whopping 69%, mobile devices now account for the highest share of programmatic display. E-commerce sites are even forgoing desktop sites in favor of creating mobile apps. MediaPost discusses more and provides details all of the findings from a recent study done on the programmatic display market.
Along with Google, Facebook now accounts for 85% of incremental digital spend. What does this mean? Publishers understand the importance of being present on both platforms. Facebook knows too as they will soon offer a header bidding option for publishers, complete with higher CPMs. Will this make publishers solely dependent on Facebook? AdExchanger explores the potential affect of this move on publishers .