Category: Programmatic & RTB

Advertising Strategy Challenges

These Are the Top Goals and Challenges Involved in Programmatic Ad-Buying

Here are some of the top goals and challenges faced by marketers engaged in programmatic advertising. Previous research has found that potential challenges extend beyond those cited in Ascend2’s survey – in 2018, Ad Perceptions revealed that a growing number of programmatic advertisers were concerned with fraud, viewability and non-human traffic associated with programmatic ad-buying, as well as other brand safety concerns. Read More: marketingcharts.com

IAB: Programmatic Now 85% Of All U.S. Digital Advertising

The finding is important, because the IAB to date has eschewed official estimates for programmatic in its regular ongoing tracking of digital advertising spending in its quarterly Internet Ad Revenue Report. An IAB spokesperson said the estimates it published in the report are derived from Zenith’s Programmatic Marketing Forecasts, 2019.The report doesn’t focus on programmatic advertising, per se, but says its growth has been driven by a corresponding rise in data enabling programmatic buys. Read More: mediapost.com

Germany Programmatic Digital Display Ad Spending Report from eMarketer

Spending on programmatic digital display ads in Germany is growing – it rose by 25% in 2018 and another 18.5% in 2019, accounting for 80% of all digital display ad spend. eMarketer has put together the Germany Programmatic Digital Display Ad Spending research report with updated forecasts and estimates of programmatic ad spend in Germany. Read More: www.businessinsider.com

pending Trends

Programmatic Traders Expect to See Spending Growth in These Areas

In what areas are programmatic traders concentrating their spending? In a survey of 250 programmatic traders in the US, Adelphic found that the largest portions of respondents will be increasing their focus on digital video and mobile. More than 70% of programmatic traders say they will be increasing their programmatic ad spend on digital video while, to a lesser extent, roughly 4 in 10 traders expect that they or their clients will hike their spending on CTV/OTT. This comes on the heels of data from earlier this year that revealed the bulk of total digital video ad spend is transacted programmatically. Read More: www.marketingcharts.com

Post-GDPR, The Financial Times sees private deals rise from 5% to 70% of programmatic ad revenue

PMPs used to account for 70% of programmatic revenue; now that’s flipped, so PG deals represent 70% and PMPs roughly 30%. With a strong subscriptions-based business model, the FT hasn’t relied on programmatic ad revenue as much as many publishers. By cutting out operational inefficiencies, the FT hopes to make programmatic ad revenue – comprising private marketplace, programmatic and automated guaranteed deals – account for a far larger part of the overall digital ad pie in future. Read More: digiday.com

Ad fraud and brand safety remain key programmatic concerns: report

The report reveals that programmatic revenue grew by 33 per cent in 2018, topping €16.7bn, with more than 70 per cent of display and more than 50 per cent of video now traded via programmatically. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 per cent, to a total of €5.5bn. A key finding within the report is that whilst many of the challenges the industry has faced – particularly around ad fraud and brand safety – remain an ongoing concern, the buy-side has not yet adopted ads. Read More: mobilemarketingmagazine.com

Here are the benefits of programmatic advertising

Today, the majority of marketers make programmatic advertising a key part of their marketing strategy and is also a key component of account-based marketing. TV. Experts claim that programmatic advertising will take over a quarter of all digital media purchasing by 2020.What is programmatic media buying – and why is it useful?. Read More: knowtechie.com

US Programmatic Digital Display Ad Fees, 2018-2021 billions,

eMarketer Forecast Figures and Estimates for Programmatic Fees

Our estimate of fees includes all advertiser spending on nonsocial programmatic display net of publisher revenue, except for agency fees. Our estimates include platform fees, managed service fees, volume-based fees and flat fees paid to demand-side platforms, supply-side platforms, programmatic exchanges, data and targeting providers, measurement and attribution providers, verification services and others, to the extent those fees are supporting programmatic digital display advertising. Read More: www.emarketer.com

What has been holding back “programmatic guaranteed”? Seems like a solution to curb fraud, quality.

AN EVOLUTION OF PROGRAMMATIC: PROGRAMMATIC GUARANTEED: To make informed campaign decisions, brands and agencies alike must understand their programmatic options and recognize the preeminence of programmatic guaranteed. Today’s programmatic landscape can largely be categorized into three types: real-time bidding, private marketing programmatic and programmatic guaranteed. Read More: www.martechadvisor.com