33Across Blog | Programmatic News & Trends

What was the buzz around the office last week? The IAB offers a subscription service to help advertisers with ads.txt, artificial intelligence still needs humans, and video header bidding takes off in JAPAC.

What was the buzz around the office last week? Media companies working closer internally, Facebook allows users to delete their data, and the MRC hears advertisers loud and clear.

What was the buzz around the office last week? Amazon's profitable Q1 thanks to advertising, more brands bringing programmatic in-house, and new features come to Gmail.

What was the buzz around the office last week? How agencies can deliver programmatically, pubs taking responsibility for their reputation, and Facebook no longer using 3rd party data.

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.

What was the buzz around the office last week? Brands doing more of their own programmatic, good news about Better Ads, and balancing short-term and long-term for publishers.  

1. Brands taking control of programmatic  

Brands are taking their programmatic efforts in-house. A recent survey by the ANA revealed that 25% of brands are choosing to do more programmatic buying. Prompted by worries of fraud and brand safety, some brands are taking complete control of where their ads show up. Data also plays a major part, brands want to see their customer data used more dynamically. Instead of going completely in-house, The Drum recommends that marketers seek a collaborative hybrid arrangement with agencies.

The turnout was great at last week’s Digiday Publishing Summit in Berlin.  Ad tech and publishing executives came together to share the latest trends, wins, and pressing issues within the industry. After a number of meaningful conversations, I learned that we are all facing the same hurdles. With that, Digiday Publishing Summit was a great time to come together and discuss best practices and how to overcome them. Here are some of my key takeaways from the event:

What was the buzz around the office last week? Quality assurance with blockchain technology, new concerns with whitelisting, and preparation steps for next year's GDPR.  

1. Bringing quality assurance to ad tech  

Blockchain technology has the potential revolutionize programmatic advertising. Blockchain technology could streamline the quality assurance process between advertisers and publishers. This could also minimize a lot of back and forth between trading desk, publishers, and brands. According to NASDAQ, blockchain-based verification systems are already in use and are on the rise.

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.

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.