TV Broadcasters Embracing Programmatic

Via Digiday The gist: More digital inventory from broadcasters is available through programmatic in the upfront market. More information: “TV broadcasters have long been hesitant when it comes to the adoption of programmatic advertising techniques, often fearing the risk of commoditization,” wrote Digiday. “Yet, slowly but surely, buyers report that more digital inventory from broadcasters is available through programmatic in the upfront …

IAB Tech Lab Releases Dynamic Content Ad Standard

Via MediaPost The gist: The IAB Tech Lab released the IAB Dynamic Content Ad Standard for public comment. More information: “The standard aims to enable digital ads — whether display, video, audio, native, or social — to render differently depending on the viewer, allowing a varied set of assets to be implemented in real-time in response to pre-determined data triggers …

Poll: Only Half Of Clients Have Discussed Transparency With Agency

Via MediaPost The gist: Only half of advertisers have discussed the topic of transparency with their agencies. More information: “In the months since media-buying ‘transparency; has become a flashpoint between advertisers and agencies, half of all clients say there has been no communication with their agencies over the subject,” reported MediaPost, citing a quick poll conducted by media-buying auditing firm …

Hearst’s Clark Says Header Bidding Brings Publishers, Marketers Together

Via AdExchanger The gist: Clark says header bidding brings publishers and marketers closer to the promise of programmatic. More information: “Header bidding brings marketers and publishers closer to the promise of programmatic: finding the right audience for the right price to further a marketer’s efforts, said Julie Clark, VP of programmatic sales at Heart Core Audience, per AdExchanger. AdExchanger asked: …

Marketer Demands Bringing Quality Back To The Forefront

Via eMarketer The gist: The push for higher-quality digital inventory remains top-of-mind for publishers and marketers alike, with eyes beyond just “viewability.” More information: “’The CPM model that has valued consumer time is at such a low rate that people are being bombarded with ads all the time,’ resulting in the rise of ad blocking and people opting to pay …

Magna Upgrades US Ad Revenue Forecast

Via MediaPost The gist: Magna has upgraded its U.S. ad revenue forecast with 6.3% growth expected in 2016. More information: U.S. ad revenue will rise 6.3% to $179 billion in 2016, according to an upgraded forecast from Magna, reported on by MediaPost. That will mark “the strongest growth rate since 2010,” per MediaPost. “The research unit had previously forecast 6.2% …

Xaxis Buys Trial Retail Media

Via Wall Street Journal The gist: WPP’s Xaxis has acquired Trial Retail Media, a digital ad company focused on helping retailers. More information: “WPP ’s digital ad-buying group Xaxis has acquired Triad Retail Media, which helps retailers sell ads on their websites,” reported the Wall Street Journal. “Triad helps retailers like Wal-Mart create ad units to sell ads on their …

Magna Update: RTB Spend Dominates Programmatic Market

Via MediaPost The gist: Most programmatic ad spend is done via real-time bidding (RTB). More information: According to MediaPost, citing an update on the programmatic marketplace from Magna, “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.” “Magna estimates that only about 16% …

Cross-Platform Video Ad Buying Emerging As The New Normal

Via eMarketer The gist: Cross-platform video ad buying is emerging as the new normal, but some hurdles remain. More information: “Well over half of US internet users multitask with smartphones or computers while watching TV,” wrote eMarketer. “eMarketer estimates that the share of internet users who will use smartphones simultaneously with TV at least once per month will reach 68.0% …

The Future Of Cross-Screen And Addressable TV

Via AdExchanger The gist: A Q&A with AT&T president Rick Welday shows that AT&T sees a future at the intersection of cross-screen and addressable TV. More information: “…AT&T is doubling down to understand the network effect of its merged mobile carrier and pay TV footprint. And it plans to up its investment in video programming by acquiring more of the …

Salesforce Buys DMP Krux For $700 Million

Via Advertising Age The gist: Salesforce has acquired DMP Krux for $700 million. More information: “The move should allow Salesforce to provide its customers with uniquely tailored solutions for its Salesforce Marketing Cloud platform, which already includes social and audience tools, among other things,” reported Advertising Age. The article added: “Marketers use data-management platforms, more commonly known as DMPs, to …

TV, Digital In ‘Dead Heat’ For U.S. Media Dollars

Via eMarketer The gist: Digital ad spend has caught up to TV ad spend in the U.S., and digital is primed to become the primary channel soon. More information: “July 2016 data from Magna Global found that US digital and TV ad spending were in a dead heat for share of advertising dollars, with each medium expected to garner about 38% …

ANA Calls For More Transparency From Facebook

Via Wall Street Journal The gist: The ANA wants Facebook’s measurement system to be audited. More information: Following reports that Facebook had been overestimating video viewing measurement for two years, “The Association of National Advertisers is urging Facebook to offer marketers greater transparency into how it measures ads on its service,” reported the Wall Street Journal. “Specifically, the ANA has called …

Most U.S. Digital Video Ads Will Be Bought Via Programmatic In 2016

Via eMarketer The gist: About 60% of U.S. digital video ad spend will come via programmatic channels in 2016. More information: “Advertiser adoption of programmatic video has finally taken off, with 60.0% of US digital video ad spending expected to be transacted through programmatic channels this year,” wrote eMarketer in a blog post. “This will be a substantial increase from …

Criteo Buys HookLogic For $250 Million

Via AdExchanger The gist: Retargeting firm Criteo bought retail-focused ad tech company HookLogic for $250 million. More information: “French performance marketing company Criteo will acquire HookLogic, a retail exchange, ad server and attribution company focused squarely on retailers,” reported AdExchanger. “HookLogic’s performance marketing exchange enables these consumer brand manufacturers to bid on sponsored product ads on ecommerce and publisher sites, including …

Cord-Cutting Could Cost Pay-TV Industry $1 Billion In A Year

Via Wall Street Journal The gist: About 800,000 consumers will cut the cord over the next 12 months. More information: Per the WSJ, citing a cg42 study, “Pay-TV providers could lose nearly $1 billion in revenue as 800,000 customers cut the cord during the next 12 months.” “The results, which are based on an online survey of 1,119 U.S. customers, …

Mobile To Account For 75% Of All Programmatic Display Spend Next Year

Via eMarketer The gist: Mobile is growing faster than expected and will account for 75% of programmatic display spend in 2017. More information: Per eMarketer, “Programmatic ad spending in the US is exceeding projections, and will continue to grow at double-digit rates for the next several years. This year, programmatic display ad spending will reach $25.23 billion, according to eMarketer’s …

AppNexus Makes LinkedIn Display Inventory Available Via Programmatic

Via MediaPost The gist: Advertisers can now buy LinkedIn display inventory programmatically through AppNexus. More information: “Ad tech firm AppNexus on Tuesday said LinkedIn display inventory is now available through its platform — which means advertisers can target LinkedIn’s audience through AppNexus’ open and private auction buying options,” reported MediaPost. “We see this integration as an opportunity for programmatic buyers …

Cox Launches SSP, Enables Agencies To Buy Local TV Via Programmatic

Via MediaPost The gist: Cox Media Group has launched an SSP to allow the transaction of local TV ads via programmatic. More information: “Videa, a ‘supply-side’ programmatic TV sales platform incubated by Cox Media Group, officially launches today, enabling advertisers and agencies to buy local broadcast TV inventory in much the same way they buy digital media programmatically,” reported MediaPost. …

IAB To Sunset Intrusive Ads

Via AdExchanger The gist: The IAB is taking aim at intrusive ads in its latest standard ad unit report. More information: “The IAB is tackling cross-screen advertising and intrusive formats in its first set of standard ad units released since 2012. The public can comment on the proposed new portfolio over the next two months,” reported AdExchanger. “Working groups have been …


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