Archive for Programmatic

Digital advertising viewability – a lot of gray area

Posted in advertising, Attribution, Campaigns, interactive advertising, online marketing, Viewability with tags , , , , , , , , on May 21, 2016 by gadler

“Perfect viewability should be your goal, right? Not necessarily, according to new research that highlights the fact that viewability isn’t quite that simple.

According to new research by programmatic company Goodway Group, seeing ads that are measured as viewable results in people converting at an 8 to 9 percent more. That sounds fairly obvious; of course people are more impacted by ads they can actually see. But the real finding of the Applying Viewability Intelligently for Measurably Improved Performance study, which was released this morning, is that viewability isn’t that black and white.”

Read more via the link below. It an interesting article by ClickZ’s Mike O’Brien. 

Viewability has more gray area than you realize

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If You’ve Got A Problem With Fraud, You’re Doing Programmatic Wrong

Posted in Ad Fraud, advertising, digital media, interactive advertising with tags , , , on November 25, 2015 by gadler

With $6.3 billion destined for illicit hands this year, according to the Association of National Advertisers, ad fraud is clearly a major problem. But rather than impacting all players in the space equally, fraud is increasingly born by those who willfully, negligently or unmindfully make poor choices in their digital advertising efforts.

To understand why this is the case, we need to face two hard truths.

Read more here: If You’ve Got A Problem With Fraud, You’re Doing Programmatic Wrong

Google Debuts Programmatic Ads for Native, Mobile Video | Digital – Advertising Age

Posted in advertising, digital media, Google, interactive advertising, video with tags , , , , , on November 13, 2015 by gadler

Publishers can now sell native and mobile video ads programmatically through Google‘s DoubleClick, the company said Friday.

The ads can be sold through either DoubleClick’s open auctions or the private marketplaces run by publishers, and can appear in websites or in apps.

The system will soon enable buyers to purchase an ad to run across multiple kinds of screens in one shot as opposed to buying app and web inventory separately, Google said.

EBay was one of the first companies to use the programmatic capabilities.

“As a pioneer in the programmatic space, eBay recently rolled out its Native Mobile Programmatic solutions, which have revolutionized the way brands deliver their message to the right person, at the right time,” Jonathan Bellack, director of product management at Google, wrote on the company’s blog Friday. “Since the launch of its new native ad unit, eBay is seeing a 3.6x increase in ad engagement on average, with some campaigns delivering click-through rates up to 5%.”

 

Read more here: Google Debuts Programmatic Ads for Native, Mobile Video | Digital – Advertising Age

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