33Across Blog | Programmatic News & Trends

What was the buzz around the office last week? More good news about Google's ad blocker, curated marketplaces are booming, and how blockchain technology could combat ad fraud.

Anyone who starts their career in tech without a computer is pretty much destined for success. Anita Pollert, our general manager of publisher solutions experienced this firsthand. Starting her career at one of the most renowned publishing companies, Anita has grasped the inner workings of both the traditional and digital sides of publishing. Check out her responsibilities in the early days of publishing, advice she has for women in tech, and how she invests in self-care.

What was the buzz around the office last week? CMOs prefer to outsource programmatic, advancements in ad tech must continue, and Facebook's MRC accreditation.

1. Outsourcing programmatic

In a recent survey of 120 CMOs, 43% revealed that they outsource their programmatic advertising efforts. With transparency and fraud being the main focus of many campaigns, the decision to outsource can be tricky. On the other hand, finding talent to run programmatic campaigns can present its own set of challenges. Emarketer discusses how some brands are choosing to manage some aspects of their programmatic campaigns while leaving some of the difficult aspects to the pros.

What was the buzz around the office last week? The side effects of Ads.txt, reform in measuring the effectiveness of programmatic advertising, and Facebook focuses more on local news.

1. Ads.txt and pricing models  

By now, more than half of the world’s websites which sell programmatic ads have adopted ads.txt. Launched by the IAB in an effort to combat fraud, the adoption of Ads.txt has increased the confidence that brands have in their ads which in return has marketers thinking of new ways to leverage their data. AdExchanger explains how a pricing model shift could be coming for ad tech which could include the fusion of lower prices, data licensing, and cost-of-media models. 

What’s life in sales without a little competition? Our Director of Programmatic Sales Kevin Haslam knows this all too well. As a former NFL offensive tackle for teams including the Jacksonville Jaguars and Oakland Raiders, Kevin brings his competitive edge to the 33Across Demand Team. Check out how Kevin motivates himself in the gym while also drawing from his experiences as a professional athlete.

Although the recent nor'easter in NYC caused some travel issues out west, the turn out for Digiday Publishing Summit was still strong in beautiful Vail, Colorado. Vendors and publishers from across the globe gathered to speak about the advancements, hardships, and innovation within the digital landscape. Other than staying hydrated in the high altitudes of the Rocky Mountains, below are my major takeaways from the summit.

What was the buzz around the office last week? The rise of CPM costs, users getting Spotify's premium service for free, and the use of programmatic to boost influencer campaigns.

1. The good news about increased CPM costs  

The price of CPMs have gone up, and this is a good thing. After analyzing the ad prices of a variety of platforms, eMarketer reports that programmatic ad prices for desktop display have risen over the past 12 months. While this is not an indication of any particular benchmarks, the analysis signifies the importance of audience and data to marketers. 

What was the buzz around the office last week? How blockchain technology could increase ad tech ROI, Pinterest refers more traffic back to publishers, and what to look out for regarding tech's next acquisition.  

1. How blockchain could increase ad tech revenue  

Blockchain, the popular technology of securing digital transactions, could revolutionize the way marketers and advertisers track ROI within ad tech. Through the verification of clicks as well as IP addresses, blockchain has the potential to reduce ad fraud. The technology could also assist marketers with targeting the consumer journey in a post-GDPR era. AdWeek suggests that once blockchain improves its offerings, ad tech monetization could drastically increase.

The best products are a result of a team who knows project management well. Alison Connard, our Director of Product Management is no exception to this rule. Bringing a wealth of experience, Alison works closely with a number of teams including our Engineering and Marketing teams to ensure that 33Across’ product offerings are competitive and commercialized successfully. For this edition of Friday Fives, Alison gives us insight on how she got into product management, the skills needed for the role, and where her last vacation was.

What was the buzz around the office last week? The metrics we use and how we use them matters, Buzzfeed opens its doors to programmatic, and a common banner could be fradulent.  

1. Creating metrics that matter  

In the world of ad tech, data and analytics play a major role in monetization. Constantly surrounded by metrics, it’s up to the industry to ensure that metrics are meaningful. Just because something is measured does not mean that it is relevant. AdExchanger explains how factors including response quality, long-term effects, and context matter more than a hashtag alone.