33Across Blog | Programmatic News & Trends

What was the buzz around the office last week? How brands will handle GDPR, programmatic advertising goes mainstream, and Amazon increasing their original content spend by $1 billion.  

1. Brands prepare GDPR strategies  

General Data Protection Regulation or GDPR will likely affect the way marketers manage targeting campaigns throughout Europe. Going into effect in May, this EU-based regulation will give users the power to authorize whether or not brands can leverage their only data. In a recent survey of UK internet users, 60% said that GDPR would make them question how their data is used while a third of respondents revealed they would exercise their exclusion rights when GDPR goes live. According to eMarketer, if users follow through with restricting their personal data, brands will start to rely more on contextual targeting.

What was the buzz around the office last week? Buyers and publishers are putting quality first, ad fraud concerns may also end domain spoofing, and how publishers plan to monetize over-the-top video.

1. What happens when pubs and buyers choose quality  

Looks like ad tech is rooting for the premium publisher. Thanks to 3rd party verification tools; viewability and audience metrics have improved the relationship between buyers and publishers. Premium publishers have also nurtured their relationship with users by providing them a positive experience. According to AdExchanger, advertisers are moving further away from scale and going towards quality instead.

With the 2016 elections heating up, digital advertising might be the one thing that tips the scale for candidates. Though not as large as traditional television, digital ad spending is the fastest growing slice of the political advertising pie and quickly becoming lucrative for ad tech companies. 

The 33Across office spent most of this week hacking. Between working with teams to come up with a next-level hack and keeping up with our day- to-day responsibilities, here's what caught our attention.

So, what's got the 33Across office talking this week? Snapchat talks monetization and creepy ads, attention-based ads=higher engagement, and another way video publishers can avoid ad blockers.

So, what's got the 33Across office talking this week? Snowstorms, IAB Leadership Conference, and more. 

2015 was a banner year for programmatic marketing. Everywhere you turned, you heard more about the rise of programmatic as well as the problems that came with it: questionable viewability, fraudulent traffic and now today the rise in ad blockers.