25 years ago, we signed up to one of the greatest deals in history. We accepted that, in order to receive unlimited access to the weird and wonderful world of the internet, we would see ads alongside our content.
This exchange is how all of that well-loved cat content is paid for – and underpins the entire web.
As programmatic becomes more mainstream and better understood, brands are getting more involved in the digital media buying process and seeking greater control and transparency when it comes to their digital ads.
Over the next five years, I think every brand that has the desire to cut costs has the potential to take programmatic in-house.
Last week, Google announced that Exchange Bidding, a real-time bidding solution that allows third-party exchanges to compete with DoubleClick Ad Exchange, is now available to all DoubleClick for Publishers (DFP) customers.
Exchange Bidding is Google’s response to header bidding, which some have suggested poses one of the greatest threats to the world’s most powerful digital advertising business.
Google and Facebook are said to account for over a quarter of UK internet time, or one in every three and a half minutes that Brits spend online.
Essentially, when we’re online, it’s highly likely that we’re using a Google or Facebook-owned app or website, whether that be Gmail, Chrome, WhatsApp or Instagram.
Competing with Google and Facebook for ad revenue is a worldwide problem for publishers, but in Asia-Pacific’s fragmented media market the situation is even more dire.
Ad fraud is a huge problem that has many different components.
While the issue of paid and often fraudulent traffic is a known one, this is typically assumed to be a tactic employed by fly-by-night scammers who set up “fake” websites to serve ads typically sold through programmatic platforms.
Life continues to get more and more difficult for marketers, particularly those who target users as precisely as possible.
Earlier this week, Mozilla announced that it has added Opt-in Tracking Protection to Firefox Quantum, the latest version of its popular browser. Opt-in Tracking Protection enables users to block trackers, many of which are used by ad networks, all time time. Previously, Firefox blocked trackers only when users were browsing in private mode.
The astonishing rise of cryptocurrencies like Bitcoin in 2017 was arguably the trend of the year and the headlines keep coming in the first weeks of 2018.
While much of the interest in cryptocurrencies is purely financial – many new millionaires and even some billionaires have been minted in the past year – lots of observers believe that the blockchain technology behind cryptocurrencies could revolutionize many markets.
Marketing may be about a lot more than just producing ads, yet when marketers meet, advertising is almost always a topic of conversation.
What a year 2017 was for programmatic advertising! Surely, 2018 can only see more transparency and greater creative execution?
But I’m not the man to ask, so I went in search of some experts. Here’s what they said…
A perfectly planned ad campaign, sabotaged by brand messages popping up next to extremist or inappropriate content. This nightmareish prospect is enough to fill most marketers with fear – and for some, unfortunately, it has become a reality.
2017 seems like it may prove a somewhat seminal year for programmatic advertising.
Ahead of a lengthier take on what 2018 might hold, our experts take a look at four key trends from this year.