Last Week Today: CMOs and Programmatic, Video Header Bidding, and Facebook Buttons

Posted by Erica Roane on Oct 13, 2017 8:19:40 AM

What was the buzz around the office last week? Facebook is offering more transparency and ad control, Apple is reducing their cookie window, and what it will take for programmatic tv to win.  

1. What CMOs think of programmatic  

Ad fraud has some CMOs skeptical about programmatic advertising. Instead, marketers are using platforms such as Facebook and Google over programmatic as they know where their dollars are going. Digiday explains how programmatic has it’s place in digital marketing however the technology alone cannot account for all branding and storytelling.

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Topics: header bidding, publishers, facebook, advertisers, transparency

Last Week Today: Video Strategies, Blockchain's Value, and E-Commerce on Facebook

Posted by Erica Roane on Sep 30, 2017 11:54:34 PM

What was the buzz around the office last week? Facebook is offering more transparency and ad control, Apple is reducing their cookie window, and what it will take for programmatic tv to win.  

1. Facebook's New Targeting Tools  

Facebook now has a way for advertisers to target consumers offline. The social media platform recently announced that businesses can now build audiences of of people who have made offline purchases. With the new tool, advertisers can also create lookalike audiences of potential shoppers based on recent in-store visits. AdExchanger explains how shoppers are expecting for brands to track their shopping behavior. 

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Topics: publishers, facebook, advertisers, transparency, blockchain

Last Week Today: Facebook's Transparency, Apple's Cookies, and Programmatic TV

Posted by Erica Roane on Sep 21, 2017 5:49:53 PM

What was the buzz around the office last week? Facebook is offering more transparency and ad control, Apple is reducing their cookie window, and what it will take for programmatic tv to win.  

1. Facebook offers more control, more transparency  

Facebook is increasing transparency and giving advertisers more control over where ads show up. The platform recently announced that they will tighten guidelines on the type of content that can be monetized. With that, publishers must prove themselves credible and sites featuring misinformation or fake news will be blocked from monetizing. AdExchanger explains the changes in greater detail and how Facebook’s lack of transparency in the past pushed big advertisers away.

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Topics: programmatic tv, publishers, facebook, advertisers, transparency

DMEXCO 2017: Establishing Trust and Priortizing the Customer Experience

Posted by Yuri Burka on Sep 19, 2017 5:24:43 PM

Bratwurst, beer, and even tattoos being done onsite. Throughout the amazing experiences offered to attendees at DMEXCO 2017, ad tech and its ever growing landscape remained the constant. Hot topics including viewability, transparency, and GDPR were the focus of the thousands of publishers, advertisers, and ad tech companies in attendance.  Although I had a great time in Cologne connecting with partners; customer experiences were the key focus of DMEXCO. Here are my takeaways:

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Topics: publishers, viewability, advertisers, time-in-view, transparency, dmexco

Last Week Today: Google Chrome, Buzzfeed's Display Ads, and MoPub's Measurement

Posted by Erica Roane on Sep 7, 2017 12:33:29 PM

What was the buzz around the office last week? MoPub gets more measurement tools, Buzzfeed opens their site up to display advertising, and the new ad-blocking Chrome. 

1. Measurement tools coming to Twitter-owned MoPub  

Twitter-owned MoPub has recently updated their software, allowing publishers to provide better measurement to advertisers. With advertisers under intense pressure to measure performance, MoPub has integrated with Integral Ad Science as well as Moat to provide specifications. With viewability being a top metric, The Drum details how ad tech is shifting towards more measurement standards.

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Topics: programmatic, mobile, google, viewability, advertisers, transparency

Last Week Today: Google Refunds, Whole Foods Deal, and Mobile Programmatic

Posted by Erica Roane on Aug 28, 2017 5:55:00 PM

What was the buzz around the office last week? Google issues refunds from fake ad traffic, the FTC tells Amazon and Whole Foods to move forward, and mobile programmatic's expected rise. 

1. Google refunds advertisers for fraudulent ad traffic  

As Google works towards offering marketers more transparency, they are issuing refunds for ads that  ran on websites with fake traffic. These ads were brought using Google’s DoubleClick Bid Manager. Google has also offered to reimburse its “platform fee,” which typically accounts for up to 10% of a total ad buying purchase. While this may seem like a honorable move by Google, The Wall Street Journal details how some advertising advertising are unsatisfied with the gesture.

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Topics: programmatic, mobile, header bidding, google, advertisers, transparency

Last Week Today: Mobile Header Bidding, Facebook Unbundles, and Google Subscriptions

Posted by Erica Roane on Aug 21, 2017 4:28:36 PM

What was the buzz around the office last week? Mobile header bidding experiences 3-digit growth, Facebook offers new ad services, and Google explores subscription options with publishers. 

1. Mobile header bidding is on the rise  

Header bidding is seeing growth within mobile channels. According to a report published by PubMatic, mobile header bidding has grown 285% year-on-year Q2. The largest spike was seen among news publishers. The Drum breaks down the report including how the industry-wide focus on transparency and the use of PMPs is being credited for the rise.

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Topics: header bidding, publishers, advertisers, transparency

Friday Fives | Amey Bordikar, VP, Engineering Talks Diversity and Netflix Binges

Posted by Erica Roane on Jun 9, 2017 8:43:00 AM

Ever wonder what it's like to be an engineer at growing ad tech company? Of course you have! In this edition of Friday Fives we're featuring Amey Bordikar, our VP of Engineering. From ad tech challenges to recruitment efforts, Amey gives us the deets on all things engineering, and Netflix binge-watching. 

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Topics: programmatic, transparency

Brands Feel the Heat: Takeaways from Digiday Programmatic Summit 2017

Posted by Kaitlin Griffin on Jun 7, 2017 5:37:00 PM

Last week in sunny Scottsdale, myself as a few other members of our sales team attended our first Digiday event- Digiday Programmatic Summit. While experiencing the humidity-free heat of Arizona I enjoyed connecting with brands and agencies throughout the three-day event. Discussions surrounding transparency, metrics, and artificial intelligence dominated numerous conversations. Unfortunately I could not bring back the amazing “lazy river” ride I went on however here are a few of my takeaways.

Transparency Is the New Black
Apart of nearly every conversation, transparency was the top buzzword during Digiday Programmatic Summit. Ever since the YouTube debacle, transparency is now demanded across the board. Brands are learning that successful partner relationships stem from consistent communication and the ability to have the curtain pulled back. With this, publishers should understand that media spend will indeed follow transparency.

Simplicity Works Best
There was quite a bit of a debate regarding the use of multiple SSPs, DSPs, and vendors; versus using only one.  Similarly there were several discussion surrounding brands that may have multiple KPIs. When looking at
30 different KPIs it is nearly impossible to determine campaign results. The consensus during Digiday was to nurture the KPI conversation by choosing to blend optimization metrics or to simply focus on 1-3 metrics. This enables a clear optimization path for vendors and simple determination for ROI.

Robots Will Not Take Over
We are hearing more and more about artificial intelligence within the digital landscape.  While it's certainly a part of our future it will not completely replace the human component of media planning. The digital advertising community should understand that AI will be used to make media buying smarter.  A robot is able to ingest and compute more data than a human however campaign initiatives will always need human consideration.

Getting It Right With Mobile
Mobile advertising has had its share of challenges including the fact that cookies do not work with mobile. Fortunately for all of us, mobile devices are not going away therefore we as an industry need to get smarter. Accurate device IDs, location targeting, and monitoring mobile ad performance more strategically will all help to improve mobile advertising.

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Topics: mobile, dsp, transparency, digiday, SSPs