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Firefox 22 Will Block 3rd Party Cookies, Cookie Blocking Patch Live In Aurora Version

Firefox 22 Will Block 3rd Party Cookies, Cookie Blocking Patch Live In Aurora Version | Insidedigital.org | Scoop.it

If you are the least bit involved in the Online Advertising Industry, you’ve likely heard about the new version of Firefox (22) coming this summer that will block 3rd party default cookies. If you are not aware, let me give you a quick run-down:


  • Basically, Firefox 22 will block ad network cookies by default
  • Firefox will have an option that allows you to accept cookies from the sites you previously visited
  • Users of this build of Firefox must directly interact with a site or company for a cookie to be installed on their machine. The patch also provides an additional control setting under the “Privacy” tab in Firefox’s Preferences menu.

Now, at the first of the year when all of this was coming to light, it didn’t seem too much of a big deal because it usually takes Mozilla a long-time to get releases fully in use. Well, that is until this Tweet popped up the other day:

The company has just added the cookie-blocking patch to the “Aurora” version of the browser, according to Stanford grad student Jonathan Mayer, who developed the patch. After testing the feature in Aurora, Mozilla will migrate it to the Beta version, and then will release it in the next version of Firefox — currently slated for release this June.

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Private Ad Exchanges 101

Private Ad Exchanges 101 | Insidedigital.org | Scoop.it

Private exchanges are controlled environments, typically run by major publishers or a group of them, with ads sold through carefully selected agencies or advertisers using trading desks and/or demand side platforms. They are used by publishers to more carefully control who can buy their inventory, and at what price. Instead of releasing its inventory into an “open” exchange and letting anyone buy them, a publisher may prefer to offer its inventory (particularly its more premium or exclusive inventory) to a pre-selected set of advertisers, or an agency it has a close relationship with. It might also wish to cut off access to networks and other third parties that could sell those ad impressions on.

How widely used are they?

The adoption of private exchanges by publishers has steadily grown over the last twelve months but their uptake is expected to increase significantly over the coming years with more and more publishers encouraged to take the financial risk of developing its own private exchange (either for itself or in conjunction with other publishers) and moving its inventory away from open exchanges. Yahoo, AOL, Microsoft and other media owners are launching their own private exchanges and selling directly to advertisers and agencies which connects supply with demand. 


Some publishers, as a point of principle, are reluctant to put their inventory on open and public exchanges. They fear a race to the bottom in CPMs, as they compete against the sheer volume of impressions thrown off by the range of digital media spaces, which would undervalue their prime content. The use of private exchanges is therefore an attractive alternative to such publishers.


Agencies are also signalling a move towards private exchanges, GroupM recently pulled its clients from open ad exchanges citing that they did not want to compete in a “fictitious marketplace”.


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Omni-Channel By Default - Cross Device Attribution

Omni-Channel By Default - Cross Device Attribution | Insidedigital.org | Scoop.it

In order for brands to continue reaping the benefits of mobile we need to recognise and address the main problem that hindered marketers in 2014: cross-device attribution; essentially seeing how people are moving between devices - across mobile apps and the desktop - before they convert.


This challenge has been developing for some time. As different marketing technologies became available over the past decade or so, companies have invested in marketing solutions at various stages to seize new opportunities.


The primary problem is often that multiple specialist technology is involved, or a main service provider will not update their offering soon enough to deliver for mobile, or integrate with the specialists who do. And when data comes from many disparate platforms, it becomes almost impossible to unify.


Imagine running a mobile campaign on one platform and a desktop campaign on another, but without a link between the two. You create two data sets which display similarities but, due to the behavioural differences across platforms, are difficult to align.


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IAB Study: Programmatic Tech, Data Remain Daunting Challenge Marketers Will Overcome

IAB Study: Programmatic Tech, Data Remain Daunting Challenge Marketers Will Overcome | Insidedigital.org | Scoop.it

The rise of programmatic advertising has created additional pressure on marketers to make audience data actionable, per a white paper that illustrates the daunting task of handling data and technology
across the marketing and media landscape and shares insights from more than 50 executive thought leaders from advertising, marketing, media, and technology industries.


Nearly one in 10 enterprise marketers work with more than 30 different ad tech tools regularly. The rise of programmatic advertising has created additional pressure on marketers to make audience data actionable, per a white paper released Tuesday.


The white paper -- which illustrates the daunting task of handling data and technology across the marketing and media landscape --  shares insights from more than 50 executive thought leaders from advertising, marketing, media, and technology industries.


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8 steps to creating a Search Remarketing campaign

8 steps to creating a Search Remarketing campaign | Insidedigital.org | Scoop.it

Search remarketing has soared since its initial launch not long ago. It takes display remarketing to a new level, allowing businesses to personalize the remarketing experience without appearing to be stalkers.

In display remarketing, ads are shown to prior site visitors, even when they are on other sites and not looking for anything related to the ad.


In search remarketing, however, your ads are shown to prior site visitors only when they search for similar products or services — when something similar to what you offer is actively on their minds. This approach is less invasive, precisely targeted and more effective.


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Why Dark Social Could Be the Next Big Thing in Digital Marketing

Why Dark Social Could Be the Next Big Thing in Digital Marketing | Insidedigital.org | Scoop.it

Why are marketers so excited about the possibility of tracking dark social traffic? Not only is it the quantity of traffic found on dark social channels, but also the quality of traffic there.


Everyone seems to be talking about dark social these days. The term, coined by Alexis Madrigal of The Atlantic, refers to social traffic from previously untrackable sources, such as links shared via emails, messaging apps, and some mobile applications. This is opposed to traffic from open social platforms - Facebook, LinkedIn, Twitter, etc. - which is easily tracked.


Why all the excitement? For one thing, dark social traffic is estimated to be three times larger, by volume, than standard social media traffic. If that seems hard to believe, just think about how often your friends and relatives send you links over email. But it’s the quality of dark social traffic as much as the quantity that has so many marketers paying close attention.

The Intimacy Advantage

When someone you know sends you a private recommendation for a piece of content or a product, that's a very powerful signal. It’s one-on-one messaging rather than the one-to-many messaging that takes place on a typical social channel. And the recipients of dark social links are, of course, handpicked by the sender. In other words, programmatic marketers who can tap into dark social are tapping into the same intimate relationships that make word-of-mouth marketing so effective.


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Tension Mounts Between Marketers and Agencies Over Data, Tech and Social

Tension Mounts Between Marketers and Agencies Over Data, Tech and Social | Insidedigital.org | Scoop.it

In a new survey from RSW/US, top marketing executives were asked to identify the most troubling trend among agencies. Admittedly, their anecdotal responses were all over the map: lack of innovation, turnover, arrogance, complacency, organizational silos and more.


But one of the few common themes was in the overlapping areas of tech, data and social media. In short, many brand marketers believe agencies talk a big game but fail to deliver deep insights.

The complaint that creative-focused agencies downplay data isn't exactly new, but agency leaders say that marketers are becoming their own worst enemies by refusing to pay for the level of depth they claim to want.

Marketers increasingly are slashing the fees they pay agencies, agency leaders point out, thereby making it more difficult to invest in senior talent that could make them smarter. Furthermore, marketers are accused of being less patient and are becoming more furtive, making some agencies less inclined to spend ahead of revenue.

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Fraud, Brand Safety Take Center Stage Among Ad Buyers

Fraud, Brand Safety Take Center Stage Among Ad Buyers | Insidedigital.org | Scoop.it

From the looks of it, ad fraud, viewability and brand safety may turn out to be big digital ad buzz phrases this year. In a November 2014 study by Integral Ad Science, these emerged as the three most important aspects of media quality among US digital media buyers. One-third of respondents in this group ranked ad fraud as No. 1, while brand safety accounted for 26% of responses and viewability over one-fifth.


















The problem, though, was that suppliers didn’t completely agree. While ad fraud came in as the most important aspect of media quality here, too, transparency—the second-to-last response among buyers—landed in second, pushing brand safety to third and viewability to fourth, cited by 18% and 15%, respectively. Integral also found a big difference between buyers’ and sellers’ feelings toward viewability—just 22% of buyers said the Media Rating Council’s standard for display viewability was strict enough, compared with 61% of suppliers.


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Burst of M&A in Online Advertising as Shakeout Begins

Burst of M&A in Online Advertising as Shakeout Begins | Insidedigital.org | Scoop.it

A shakeout is under way in the online advertising industry, where dozens of startups—often with seemingly undifferentiated services and limited scale— face the reality that there isn’t enough room for everyone.


The number of M&A transactions related to “advertising technology and services” increased 32% in 2014 to reach a total of 100, according to data from investment banking services firm Coady Diemar Partners. Those transactions represented $7.5 billion in value, more than triple the $2.3 billion of deals occurring in the sector in 2013.


Established technology and media companies are aggressively snapping up smaller firms to bolster efforts to build out their own online ad offerings.


Last year Facebook Inc. purchased video ad firm LiveRail for an estimated $400 million, for example. Yahoo Inc. agreed to buy video ad network BrightRoll for a reported $640 million. Oracle Corp. agreed to buy advertising data firm Datalogix Holdings Inc., a major partner of Google and Facebook. The list goes on.


Meanwhile, a host of online ad firms are chasing finite ad dollars. Witness the number of companies that provide “demand-side platforms,” for example, which are essentially software tools that automate the process of buying online adverting. There are dozens of companies on the list, including Media­Math Inc., Turn Inc., DataXu Inc., The Trade Desk Inc., AudienceScience Inc. and Merchenta, to name just a few.


That is in addition to major online ad players such as Google Inc. and AOL Inc., which offer similar capabilities.


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Video viewability will finally bridge the TV-online divide

Video viewability will finally bridge the TV-online divide | Insidedigital.org | Scoop.it

For viewing audiences, video is video. Whether watching TV, tablet or desktop, it’s not about the screen. It’s about the content and the convenience.


But for advertisers and media buyers, TV and online video remain vastly different animals. Planning, buying and analyzing are segregated disciplines – each with its own processes, metrics and even culture. As a result, collaboration and joint optimization are rare, messaging inconsistent, and overall marketing performance compromised.


Why the gap? Risk. Buy a spot on TV, and you know exactly when, where and in what context your ad will appear; what content precedes and follows your ad; and, most important, you know your ad will be clearly visible – enabling ad buyers to guarantee brand safety and viewability of any given placement.


Not so much online—brand safety is always a concern and merely serving an ad doesn’t guarantee it will be viewable to audiences. Below-the-fold placements, slow load times, hidden iframes and fraud – any number of factors can render a video ad invisible. Just recently, Google released a study stating that approximately 56% of its inventory isn’t viewable.


Clearly, that’s a waste of budget – especially given the premiums paid for video inventory. Even more important, the viewability issue sustains the unhealthy siloed approach to video advertising strategy. But there’s hope on the horizon.


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Porsche tailors customer message with digital out-of-home advertising

Porsche tailors customer message with digital out-of-home advertising | Insidedigital.org | Scoop.it

Porsche Australia has launched a new digital out-of-home advertising campaign that will display a targeted message to drivers of its luxury vehicles at Melbourne Airport. 

The ‘911 Turbo’ campaign was created by oOh! Media and relies on the company’s content management system, Argyle, along with IBM software to determine when a Porsche is nearby. A camera 300 metres ahead of the billboard is used to analyse the vehicle make and model to identify the right cars to target. The billboard then changes to display the targeted message.

The message chosen by the brand is “It’s so easy to pick you out of a crowd”. 

The 50sqm billboard on Airport Drive will be operating from 10 January for five days. 

Porsche Cars Australia director of marketing, Toni Andreesvski, said it was important for the automotive manufacturer to be associated with new digital technologies.

 

“ The power and flexibility of digital technology today is a real winner for high-value brands to reach just the right audience,” he said.

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The Truth About Cross-Channel Attribution In Marketing

The Truth About Cross-Channel Attribution In Marketing | Insidedigital.org | Scoop.it

In today’s measurement-focused marketing world, cross-channel attribution is a hot topic. Trouble is, most companies still use antiquated attribution methods that fall apart in an increasingly complex online and off-line marketing ecosystem. 


The heat is on for marketing organizations to demonstrate the value of their campaigns and show what worked or didn’t. This helps explain why brands plan to increase their spending on marketing analytics a stunning 73% over the next three years, according to the September 2014 edition of The CMO Survey published by Duke University’s Fuqua School of Business. For companies with $1 billion to $10 billion in revenue, the expected increase is even bigger at 86% – and for companies in the B2C services sector it’s nearly 100%.


Done right, attribution can provide clear and accurate insights into how, when and where marketing influences customers across devices and channels. Marketers can then use those insights to spend smarter and define the optimal mix of customer interactions. In short, with cross-channel attribution, marketers can do more with less because they understand their customers better.


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Advertising Bot Fraud Widespread According to ANA Study

Advertising Bot Fraud Widespread According to ANA Study | Insidedigital.org | Scoop.it

A study of bot fraud in the digital advertising industry has found almost a 25% of video ad impressions and more than 50% of third party-sourced traffic is fraudulent, according to the Association of National Advertisers (ANA) and online fraud detection firm White Ops.


The ANA/White Ops study analyzed 181 campaigns from 36 ANA member companies, which were tagged to identify bot fraud. During the study, 5.5 billion impressions in 3 million domains were measured over 60 days in line with industry spending patterns. Bot fraud originates from malicious sites with phony ad traffic that passes through both legitimate and “phantom” elements of the digital advertising ecosystem. Fraudsters collect payments from advertisers for non-human impressions.


Topline findings from the study conducted in August and September 2014 include:


  • Botnet controllers hijack everyday consumers’ identities and home machines to conduct ad fraud
  • Almost a quarter (23%) of video ad impressions were identified as bot fraud
  • Eleven percent of display ad impressions were classified as bot fraud
  • Publishers who bought sourced traffic from a third party, as a means to drive additional unique visitors to their site, had a bot fraud rate of 52% on that sourced traffic
  • Programmatic display bot traffic averaged 17% bot fraud
  • Bot fraud for retargeted ads was 19%


The study also revealed that bot fraud levels vary across the day with peak activity occurring when users are sleeping, but their computers are still awake, between midnight and 7am. Additionally, impressions coming from older browsers such as IE6 (Internet Explorer 6) and IE7 had fraud levels of 58 and 46%, respectively.


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100 percent viewability: An unreasonable demand?

100 percent viewability: An unreasonable demand? | Insidedigital.org | Scoop.it

In theory, viewability is good for publishers and advertisers. The digital ecosystem has been held up by a shaky formula of ad impressions, a significant portion of which are never seen by a human being, being sold at laughably low rates.


So in April, when the Media Ratings Council declared that at least half the ad should be in view for at least one second, publishers welcomed it as a step toward restoring value to their inventory. In theory, publishers with high viewability scores could leverage those to get higher CPMs. Publishers including USA Today parent Gannett and Time rolled out digital ad units especially designed for maximum viewability in anticipation of advertisers buying on that basis.


It took the ad industry years to get to that day in April, but since then, things have gotten very messy. In October, the MRC reported that even among accredited vendors, the difference in what they said were viewable impressions varied as much as 50 percent. In November, Unilever and its agency GroupM raised the stakes and said they would only buy ads that were 100 percent viewable. Once that happened, other agencies could hardly be expected to not follow suit.


“No client wants to wake up and see an industry study showed that 50 percent of ads were viewed,” said Joe Marchese, CEO of true[X], an engagement ad platform.


Publishers have heard from agencies that come January 2015, they would be demanding that ads be fully 100 percent viewable. With that deadline right around the corner, the IAB fired off a statement on Dec. 16 saying that expecting 100 percent viewability is unreasonable today. The evidence of this has been piling up:

There are wide variations in testing data.
With discrepancies among vendors, publishers have to optimize to one of them, but an agency might demand that the publisher use a different vendor (and pay for the measurement, no less). To get to 100 percent, publishers have to over-deliver without being compensated, which could result in never-ending make-good.


Video ads present their own viewability challenges. Videos are served through embedded video players, which complicate measurement because of their different placement and size. And there’s an associated cost of the third-party vendor that serves the ad.


“It was clear that no matter how they test the data and work on site redesign, the burden was on the publisher,” said Sherrill Mane, svp of research for the IAB. “That was to be expected. But we heard over and over again, there are inconsistencies in the measurements that exist today because of different processing methods. The agencies were asking for completely different standards. You have to buy all these data sources, and you have all these agencies asking for different requirements.”


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Why the relationship between agency and marketer must improve

Why the relationship between agency and marketer must improve | Insidedigital.org | Scoop.it

Marketers and agencies are struggling to align their aims with each facing frustrations about the other. The conclusions come from the RSW/US 2015 New Year Outlook report, a survey of 123 senior level marketers and 158 marketing agency executives completed last December.


It found that marketers were frustrated by agencies with regards to things such as a lack of innovation, chasing the next shiny object, overemphasising data without understanding it and a lack of value add. There were also concerns that agencies have silos of specialisation rather than a strategy that works across all platforms.


Agencies meanwhile felt that marketers failed to take risks and had a blind belief in anything new. While agencies claim to work hard in terms of new ideas and creative thinking, they felt that many marketers discounted such ideas and compounded the problem by frequently moving agencies – meaning no loyalty or long-term relationship between the two.


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In-House or Vendor-Based Programmatic Advertising? There is no one-size-fits-all solution

In-House or Vendor-Based Programmatic Advertising? There is no one-size-fits-all solution | Insidedigital.org | Scoop.it

There has been much conversation in recent months over the assertion that in-house programmatic will provide brands with more cost-effective and transparent programmatic media buying. Whether here in VentureBeat or in other industry publications, we’re seeing a lot of varied opinions.


The truth is, there is no one-size-fits-all solution.


To assume you need to be “in-house” or “vendor-based” to achieve success with programmatic is not forward-thinking. The smartest course of action is a hybrid approach: an informed, technical, in-house team paired with a set of strong, specialized and integrated partners (with a defined attribution model beneath it all).


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How Facebook is trying to siphon off TV ad spend - Digiday

How Facebook is trying to siphon off TV ad spend - Digiday | Insidedigital.org | Scoop.it

Facebook has been working hard to convince marketers to shift part of their TV ad budget to the social network.


As part of that effort, Facebook last month tapped Nielsen to host an educational session on TV ad sales for the social network’s marketing partners, according to a source who provided Digiday with a copy of the presentation deck. After outlining the basics of the TV ad industry and declining viewership of linear TV, the deck highlights the potential for increased campaign reach with some modest reallocation of TV budgets to digital channels — such as Facebook.


The deck also cites an August 2012 case study of an $18 million national TV investment which found that a reallocation of between 0.7 to 5.0 percent of the total television budget to “a representative mix of online sites” boosted a campaign’s total reach while reducing its mixed CPM rate.


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Video Ad Completion Rates Surprisingly Low, Finds Report

Video Ad Completion Rates Surprisingly Low, Finds Report | Insidedigital.org | Scoop.it

Here’s an unpleasant surprise that should jolt video marketers awake faster than their morning coffee: Video completion rates are much lower than you may have though, perhaps lower than your metrics are telling you.


According to a Q3 2014 research report put out by Integral Ad Science76.7 percent of all video ads were played to completion. Sounds strong, right? Well only 20 percent of completed ads were actually in view to the user.


Publishers and ad agencies are using autoplay videos to artificially inflate their performance numbers. When the majority of your video ads are playing silently below the fold or in a tab that isn’t showing, then you’re wasting money.


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Can Marketers Overcome Cross-Device Targeting Barriers?

Can Marketers Overcome Cross-Device Targeting Barriers? | Insidedigital.org | Scoop.it

Cross-device targeting is still in its early days, even as growing numbers of advertisers, publishers and ad platforms participate in the practice. Today, there’s no shortage of people promising cross-device targeting solutions, but the incompatibility of those solutions across publishers, platforms and devices can leave advertisers frustrated and their efforts fragmented, according to a new eMarketer report, “Cross-Device Targeting: Success Hinges on Device Identification Methods.”


For years, the cookie served as the universal online advertising identifier, enabling buyers, sellers and third-party go-betweens to effectively recognize and reach individuals. But today, as non-web-based digital activities on mobile phones and apps, connected TVs, wearables, connected cars and other IP-enabled devices continue to compose an increasing portion of consumers’ digital media footprints, the cookie’s utility is waning. Yet the need for a universal identifier has never been greater. 


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Programmatic and Travel: A Marketing Match Made in Heaven

Programmatic and Travel: A Marketing Match Made in Heaven | Insidedigital.org | Scoop.it

The date of January 19 has officially been termed the most miserable day of the year. Whether or not this is accurate, the dire weather and lack of finances following Christmas certainly adds to the feeling of gloom. This date has been termed ‘Blue Monday’ – a day when consumers search for solutions to the ‘January blues’. Travel companies often refer to it as ‘H-Day’ (Holiday), as it is the most popular day to book a vacation.


A recent survey by Expedia found that around 8 in 10 people (81%) claim booking a trip is the best way to generate long-term satisfaction and excitement in January, and for 45% of Europeans booking via a website is their preferred method. As a result, the battle for brands to be noticed online has intensified. The solution, however lies in a programmatic approach, which cuts through the competition using data and human insight to ensure brand ads are placed in front of the right consumer in the right contextual environment.


For travel brands, the advertising message should be as dynamic as their customer base. Programmatic and creative combine to offer personalised dynamic messages that are individually crafted to customers’ needs. Using advanced algorithms, programmatic understands where consumers are geographically and can predict their stage in the booking process, serving them most relevant advertising message. 


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Turbo Tax Becomes First Programmatic Ad Buyer on ESPN’s SportsCenter

Turbo Tax Becomes First Programmatic Ad Buyer on ESPN’s SportsCenter | Insidedigital.org | Scoop.it

ESPN has sold its first “programmatic” ad for “SportsCenter,” the sports TV juggernaut’s flagship news and highlights show.


This past weekend, Turbo Tax ran a 30-second ad during the Saturday 1 a.m.  edition of”SportsCenter.” ESPN says Turbo Tax purchased that ad via a Web-based auction, marking the first such “programmatic” ad the network has sold as part of a new initiative announced last month.

The ad did not run during a standard commercial break; instead, one of the show’s anchors announced “SportsCenter will be right back in 30-seconds,” and then ESPN cut to the ad, which was played on a giant video screen on the “SportsCenter” set.


Interestingly, even as ESPN’s cameras panned over to the “SportsCenter” video screen, the Turbo Tax ad never took over the full TV screen. A clock was persistent above the ad, counting down how much time was left in the ad before fans would see more “SportsCenter” highlights. And when the ad was over, one of the show’s anchors said “back on SportsCenter,” before jumping into some NBA highlights.


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The Problem with Programmatic: Too Much Secrecy, Too Little Trust

The Problem with Programmatic: Too Much Secrecy, Too Little Trust | Insidedigital.org | Scoop.it

Publishers that take the time to understand and optimize sophisticated tools have the greatest potential to drive revenue in programmatic advertising environments. But their success hinges on greater collaboration and communication with ad agencies and clients.


According to a new Forrester report commissioned by Casale Media/Index Exchange, agencies and clients do not effectively articulate their goals and objectives, making it difficult for publishers to meet those goals, improve performance and maximize the true value of their inventories. “Publishers must take the lead on innovating the next phase of programmatic, because the buy side is continuing to move quickly and will not wait for them to figure it out,” noted Alex Gardner, vice president of Platform Solutions at Index Exchange.


Index Exchange, a division of ad technology firm Casale Media, markets a bid management technology designed to help publishers and suppliers to sell their ad impressions in real time. You can read the full report at the end of this story.


Interesting, But …


The study, Greater Transparency is Critical to Programmatic Success for Publishers, is based on a small sample. The research is based on interviews at 13 digital content provider organizations in the US with senior publishing executives who are responsible for generating revenue through ad sales. The interviews took place between August and October of 2014 and evaluated the current state of programmatic selling among publishers. 


The study concludes that a lack of trust and transparency is hindering publishers from using data and strategies to deliver successful campaigns for brands. "Transparency leads to maximum results for marketers. When publishers have insights and knowledge into marketers’ goals, they can optimize their strategies to deliver the best performance," Forrester researchers state.


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Infographic: RTB vs TV | Mobile Marketing Magazine

Infographic: RTB vs TV | Mobile Marketing Magazine | Insidedigital.org | Scoop.it

Having just put Christmas’ bevy of heartstring-pulling TV ads behind us, the next milestone on the TV ad calendar is already looming: the Super Bowl in February.


Ads which air during the Super Bowl are seen by an average of 110m, at the mighty cost of $4.5m per 30 seconds. But how does that compare to mobile advertising? That’s the question Fiksu has set out to answer with its latest infographic pitting TV against RTB.


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Reaching The Modern Family: Cross-Device Advertising Is A Must

Reaching The Modern Family: Cross-Device Advertising Is A Must | Insidedigital.org | Scoop.it

Are you deploying a cross-device search strategy to capture users as they move between devices? 


In the late 20th century, advertisers had a clear target: Mom, Dad, and their 2.3 kids, all basking in the warm glow of the living room television set. But just as the makeup of the modern family has changed dramatically, so has its media habits.


Peer in the front window of most households today, and you’re likely to see every family member on a different device, often juggling more than one at a time. In fact, recent reports showed that nearly 90 percent of households in the United States have at least three Internet-connected devices, a percentage that will only grow as consumers worldwide adopt new connected technologies and devices.


The proliferation of connected devices – each convenient in its own way based on modality – is reshaping the consumer decision journey and impacting how consumers experience the world around them.


Not surprisingly, the team here at Bing Ads has found that households engaged with multiple devices during the course of a single day are more receptive to advertising, punching above their weight relative to their share of total clicks and queries.


For marketers, this means one thing: You’re missing out if you aren’t already deploying a cross-device search strategy to capture users as they move between devices.

A Receptive Audience

While households actively engaging across all three device types (PC, smartphone and tablet) in a single day or session within a single household residence represent a single-digit percentage of the Bing Ads marketplace, they are highly engaged with –and receptive to — advertising, disproportionately delivering 15 percent of total click volume.


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Can Programmatic Buying Help Make Digital Place-based Media Easier to Transact?

Can Programmatic Buying Help Make Digital Place-based Media Easier to Transact? | Insidedigital.org | Scoop.it

Programmatic systems have transformed the media buying process, enabling brands and their agencies to simplify and streamline the purchase of online audiences. While programmatic buying accounts for more than half of all online display purchases today, it’s still a relatively new concept for the digital place-based advertising space.


A new report just released by ScreenMedia Daily examines the issues surrounding the planning and buying process for digital place-based media. The report, Programmatic Buying and Digital Place-based Media, is aimed at CMOs, media strategists, and digital out-of-home operators, and provides insight into how programmatic buying solutions can help make the medium easier to transact.


The digital place-based advertising medium is unique because it intercepts on-the-go consumers with relevant, highly targeted messages as they move through the day. Digital place-based networks (DPN), also known as digital out-of-home (DOOH) media, utilize networked digital signage displays with highly targeted messages to reach consumers in venues such as transportation hubs and shopping centers. The medium addresses two unique trends driving the market: localization and urbanization. Both trends, along with the medium’s increasing reach and scale, have caught the advertising world’s attention.


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Here comes programmatic creative!

Here comes programmatic creative! | Insidedigital.org | Scoop.it

Well, if you just dropped that cup of coffee you were holding, don’t worry – programmatic creative isn’t a new way of automating the creative process, or something’s that’s been dreamed up in someone’s garage and is about to become the new darling start-up. It’s daft. And about as useful as an inflatable anchor.


The issue is that analytics, media mix modeling, programmatic buying, programmatic algorithms, return on investment calculations and profitability metrics have been hogging the limelight recently, as technology enables deeper dives into the science of advertising.

Our craft still relies on both art and science

We may now have what we consider to be “start of the art” technology to help us dig deep, analyze and possibly predict consumer behavior, but our craft still relies on both art and science for it to work properly and effectively.


Bill Bernbach perhaps said it best when he said: “Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.”


And that’s why I think it’s a little premature for anyone to be waving goodbye to the notion of “mad men” in our business. In my view, mad men (and women) are the heart grabbing, soul stirring, thinkers, and magicians who can turn a box on rubber into a car you can’t live without, or a bottle of bubbles into happiness. They can make us laugh, make us cry and perhaps even help us crave things we didn’t even know we wanted. That’s the art of advertising.


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