Programmatic Advertising Baltics
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Behavioral Targeting, Conversion Psychology, Content Personalization, and Privacy: How To Get The Right Message To The Right People at the Right Time Without Being Creepy

Behavioral Targeting, Conversion Psychology, Content Personalization, and Privacy: How To Get The Right Message To The Right People at the Right Time Without Being Creepy | Programmatic Advertising Baltics | Scoop.it

Don’t look now, but someone – in fact, lots of “someones” – are watching you. While marketing companies have been collecting data on us long before the age of the Internet, they were limited in the amount of information they could harness from us. That’s all changed. We not only willingly share our information every time we fill out an online form, we are also being tracked throughout our web travels, all behind the scenes, without most users ever thinking about the data that’s being compiled about them.

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Programmatic Advertising Baltics
Selected Ad Tech industry news by a Baltic office of global advertising technology company http://www.crimtan.com  head-quartered in London, UK. Established in 2009 it is a private company managed by computer engineers, data scientists and online advertising experts. If curios to find out more drop me a message http://www.vcita.com/v/stirnagun/contact
Curated by Guntis Stirna
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‘Tis Soon the Season to be Jolly!

 In some cases, advertisers even dedicate over 50 % of their annual marketing budgets, for their pre-holiday, Q4 campaigns (Nielsen). With the festive season fast approaching, it’s a great time to think about the role audience data has in complementing these end-of-year campaigns and seasonal trends in general.
Guntis Stirna's insight:
Holiday season is already on. Clients and agencies busy. What about you?
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Programmatic Has The Highest ROI When It Has A Built-In Measurement Loop

Programmatic Has The Highest ROI When It Has A Built-In Measurement Loop | Programmatic Advertising Baltics | Scoop.it
Programmatic works really well and shows the highest ROI when it has a built-in measurement loop. So that when you’re tagging a conversion page, every time an impression shows up, you have a measurement now of that conversion and that information flows back to your data stack, and your targeting keeps getting smarter because you have that measurement and built-in optimization.
Guntis Stirna's insight:
Built-in measurement loop is what makes programmatic so good. Each conversion improves optimization.
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Campaign Measurement: The Real Advertising Value.

Campaign Measurement: The Real Advertising Value. | Programmatic Advertising Baltics | Scoop.it
Although digital advertising is by nature highly trackable, choosing the right metrics can be problematic – the Advertising Research Foundation have identified 197 digital metrics, while the IAB have a conservative 30, deciding which will prove value is no easy task. As an industry, we have traditionally fallen back on two key metrics when it comes to measuring efficiency across digital campaigns: clicks and views. But do these metrics actually move the dial when it comes to getting users into stores and making a purchase?
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Ad Verification Company DoubleVerify EU Expansion

Ad Verification Company DoubleVerify EU Expansion | Programmatic Advertising Baltics | Scoop.it
In the past, larger brands relied on traditional channels to verify that their ad dollars were being spent in the right places. Now, their ad dollars are being spent increasingly online, but they require the same level of confidence in their investments. They want to ensure their ads will appear in brand-safe places and be viewed by a human being. They want to be assured of the quality of engagement with that media.
Guntis Stirna's insight:
Double Verify is integral part of Crimtan digital branding campaigns.
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AppNexus Inks Deal to Sell Display Ads on LinkedIn

AppNexus Inks Deal to Sell Display Ads on LinkedIn | Programmatic Advertising Baltics | Scoop.it
AppNexus gets a big win, as it's now the second programmatic platform to offer marketers LinkedIn desktop display ads. LinkedIn is the latest publisher to adopt AppNexus' sell-side platform, opening up premium desktop inventory to marketers through real-time bidding, the company said Tuesday. The move makes AppNexus the second platform that lets marketers buy LinkedIn's desktop display ads programmatically, with Google being the other. A person familiar with the deal said it's unlikely a third partner will be added any time soon.
Guntis Stirna's insight:
Via AppNexus and Google Crimtan clients get access to LinkedIn inventory.
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Synching mobile ads to TV creative improves purchase intent

Synching mobile ads to TV creative improves purchase intent | Programmatic Advertising Baltics | Scoop.it
Mobile ads that use data to target people that have seen a corresponding TV ad increased important post-awareness metrics, according to research by InMobi, Unilever and Mindshare. Eka Sugiarto, Unilever Indonesia & SEAA media director, said: “TV is still the medium to drive strong and efficient reach. TV and mobile, however, provides an opportunity to deliver both reach and effectiveness. This research nudges marketers to evaluate a multi screen planning approach and complement their TV advertising spends with mobile to drive better value.”
Guntis Stirna's insight:
Crimtan offers TVsync campaigns to maximise the benefit of TV ad spots with online advertising.
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What does the future hold for adblocking and programmatic?

What does the future hold for adblocking and programmatic? | Programmatic Advertising Baltics | Scoop.it
While it poses a challenge for brands, the adtech world does present them with a lot of opportunities which will test their business skills. A way to restore balance between advertisers, publishers and users is to create a clear understanding of the value exchange. This exchange involves brands understanding what their audience wants to see and making sure that the content used in their adverts is relevant to them. With this understanding, marketers will achieve better transparency and will be able to deliver relevant content, meaning that consumers won’t feel the need to block ads they previously considered irrelevant. If anything, marketers should learn from the ad blocking hype and see this challenge as a great way to actually give consumers information that they want.
Guntis Stirna's insight:
There is no clear technical solution to add blocking. Relevancy (targeting) and creativity is the solution. Who said programmatic is going to kill it?
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Native Ad Tech Builds Design Bridges

Native Ad Tech Builds Design Bridges | Programmatic Advertising Baltics | Scoop.it
Unbundled Advertiser Assets at Scale Next to necessity, design is what motivates what we do and consume. It is evident in most decisions we make. Design is why you are wearing those clothes. The best programmatic native platforms can take a small number of unbundled assets to build rich, custom units on demand without any intervention on the advertiser’s part.
Guntis Stirna's insight:
Result is no compromised design quality matching publishers style. Triple lift is among few companies providing native inventory in CEE, Baltics included.
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Unpacking Header Bidding: The Road Ahead for Programmatic's Top Trend

Unpacking Header Bidding: The Road Ahead for Programmatic's Top Trend | Programmatic Advertising Baltics | Scoop.it
 Header bidding allows publishers to choose which partners they want to work with. These partners, such asOpenX and AppNexus, each represent a large group of marketers who want to advertise on publishers' websites. With header bidding, everyone bids at once, which often drives up the price and in turn gives publishers more money. At the same time, it gives advertisers a more even shot at the inventory they most want.Header bidding is moving beyond just digital display and into new areas like video, apps.
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Problematic Programmatic: Getting to Grips with Pre-Bid Technology

Problematic Programmatic: Getting to Grips with Pre-Bid Technology | Programmatic Advertising Baltics | Scoop.it
With pre-bid segments the issue of transparency in RTB has vastly improved and thanks to the addition of key media quality elements in programmatic buying, such as viewability, buyers can now be confident the inventory they are bidding on is far more accurately represented.
Guntis Stirna's insight:
Ask your programmatic partner about what/if any anti fraud measures they apply to RTB. Can they report, for instance, viewability?
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VisualDNA Launches Personality-Based Audience Targeting

VisualDNA Launches Personality-Based Audience Targeting | Programmatic Advertising Baltics | Scoop.it
VisualDNA, a marketing technology company that combines psychology with data technology, on Wednesday announced the launch of Audiences With Personality, a  product designed to help media agencies and publishers optimize advertising performance.  
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Programmatic native is here, and premium publishers are wary.

Programmatic native is here, and premium publishers are wary. | Programmatic Advertising Baltics | Scoop.it
Marketing dollars could flow in next year, but publishers may not have much incentive to support the hotly tipped ad format. Programmatic native advertising is a technique designed to insert marketers’ messages and assets in a publisher or platform’s feed, rather than the margins where ads usually go. Even though programmatic native has only been possible for a couple of months, thanks to the new OpenRTB protocol launched this past spring, plenty of buyers have jumped in.
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Google (finally) launches cross-device retargeting

Google (finally) launches cross-device retargeting | Programmatic Advertising Baltics | Scoop.it
In a big change, Google enables cross-device remarketing for signed-in users.
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It's time to rethink retargeting

It's time to rethink retargeting | Programmatic Advertising Baltics | Scoop.it
Retargeting is big business and a large part of digital marketing budgets. But does it deserve to be? Crimtan's Robert Webster tells us why marketers might want to rethink...

Via Tony Evans
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DoubleVerify Expands Mobile In-App Viewability, Adds New Partners

DoubleVerify Expands Mobile In-App Viewability, Adds New Partners | Programmatic Advertising Baltics | Scoop.it
DoubleVerify, an ad-tech firm that authenticates media quality and performance across digital and social platforms, on Thursday said it has expanded its mobile in-app viewability offering to include newly certified partners AOL, xAd, Pocketmath, and Ubermedia. The goal is to offer brand advertisers more transparency into how their digital ads are being viewed across mobile in-app, mobile Web, and desktop platforms
Guntis Stirna's insight:
Brand safety just got more manageable by adding new partners to Double Verify.
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The value of the digitally rich direct mail.

The value of the digitally rich direct mail. | Programmatic Advertising Baltics | Scoop.it
One of the more innovative ways of reinforcing digital behavior with direct mail is by using it to re-engage with online shoppers. For instance, Jim Cochrane, chief marketing and sales officer and executive vice president (CMSO) at the USPS, gave examples of what he called “digitally reactive direct mail,” which is sometimes called “programmatic direct mail.” In these situations, a postcard for a certain merchant or product is automatically sent if a shopper abandons their online shopping cart.
Guntis Stirna's insight:
The same could be done other way around. Mail could be tagged and retargeted with Crimtan display to openers who do not convert.
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Evolution of Viewability Measurement (brought to you by the death of Flash)

Evolution of Viewability Measurement (brought to you by the death of Flash) | Programmatic Advertising Baltics | Scoop.it
There are some big changes underway in the world of viewability measurement - changes that will benefit all three constituents in the digital advertising ecosystem: advertisers, publishers, and users. The browsers are starting to make changes that will allow for significant improvements in measurement and help remove the need for Flash, but even more so effectively commoditize all viewability measurement and end discrepancies across vendors.
Guntis Stirna's insight:
Wievability is a default metric available in all Crimtan campaigns.
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Crimtan - Hyper Local.

Crimtan - Hyper Local. | Programmatic Advertising Baltics | Scoop.it
For Crimtan’s digital advertising clients, the data provided by Digital Element’s NetAcuity PulseTM solution facilitates unrivalled geographic targeting precision across a range of devices. Advertisers can deliver localised campaigns that always reach the right users, at the right time.
Guntis Stirna's insight:
Proved to be very effective in Latvian campaigns. Retail and Telcom.
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'100% viewability' sounds good but isn't a magic wand solution.

'100% viewability' sounds good but isn't a magic wand solution. | Programmatic Advertising Baltics | Scoop.it
Dentsu Aegis Network partnerships head Simon Williams calls bullshit on '100% viewability', claiming the focus should consider audience behaviour and engagement. television and online video are best planned and bought together. Incrementally, when bought together they deliver a 60% stronger ROI and a 10% uplift in brand recall, which is greater than just television alone.
Guntis Stirna's insight:
Picture is from one of current campaigns. We consider viewability above 60% a norm.
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RTB Continues To Dominate Programmatic Market By Wide Margin

RTB Continues To Dominate Programmatic Market By Wide Margin | Programmatic Advertising Baltics | Scoop.it
RTB Continues To Dominate Programmatic Market By Wide Margin. The programmatic media-buying marketplace is projected to expand 27% this year to about $18.7 billion, according to a just-released update from Interpublic Mediabrands’ Magna Global unit. While that is less total volume than Magna projected in its last update a year ago, the agency continues to see most of the growth coming from the open RTB marketplace, not from other “non-RTB programmatic” forms of trading, including private marketplace deals that many big agencies have been touting as the trend in programmatic trading.
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Turning the Page from Viewability: Making Measurement Make Sense

Turning the Page from Viewability: Making Measurement Make Sense | Programmatic Advertising Baltics | Scoop.it
Two-plus years on from the launch of the Viewability Guidelines for desktop display and video ads, there continues to be a great deal of discussion around viewability across the industry. In late June, MRC released the final version of the Mobile Viewable Impression Measurement Guidelines.  This marked something of a milestone, in that it represented the last open piece of standardization for digital ad viewability measurement.  Except for periodic future updates, the rules for viewability measurement are now largely in place.
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Location, location, location…and its role in the mobile space

Location, location, location…and its role in the mobile space | Programmatic Advertising Baltics | Scoop.it
While geographic location is one valuable piece of information delivered by mobile data, marketers can find out far more about users than simply where they are at a given point in time. Mobile IP data allows marketers to determine connection type, distinguishing between Wi-Fi and cellular networks as well as home or business connections. It also enables them to identify the carrier – useful for advertisers looking to meet specific targeting criteria by delivering messaging to a particular network.
Guntis Stirna's insight:
Read about several other insights and targeting opportunities provided by hyper local geo location.
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Two new studies look at what kinds of campaigns, mobile ad formats work best

Two new studies look at what kinds of campaigns, mobile ad formats work best | Programmatic Advertising Baltics | Scoop.it
Spending across multiple platforms delivers greater ROI than investing in single platforms.” For example, a campaign across two platforms generally delivers 19 percent more return on investment than on one platform. For three platforms, it’s 23 percent more; for five, 35 percent.
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The global state of programmatic now

The global state of programmatic now | Programmatic Advertising Baltics | Scoop.it
As programmatic continues to grow, marketers are becoming more concerned with its issues. Here are five charts documenting the state of programmatic.
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Five Tips for Smarter Retargeting - Crimtan

Five Tips for Smarter Retargeting - Crimtan | Programmatic Advertising Baltics | Scoop.it
Crimtan's guide to the best practices for more effective retargeting campaigns that drive higher conversion rates
Guntis Stirna's insight:
Retargeting is a powerful digital marketing technique when campaigns are run effectively. Paul Goad’s guide to best retargeting practices will help you encourage high conversion rates and seamlessly integrate retargeting into your overall campaign.
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