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Programmatic buying

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Article

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.

News

LONDON: Two-thirds of the world’s digital display advertising is set to be traded programmatically within a couple of years, but, say two industry figures, the issue of context has to be addressed.

Article

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.

News

SAN FRANCISCO/LONDON: Within a couple of years almost all mobile digital display ads will be purchased programmatically, but few marketers have a real understanding of the technology and the key factors involved.

Article

Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.

Research Paper

Explains how context in ad placement has a tangible effect on how people react to advertising.

Article

This article takes a detailed look at how creative optimisation can enhance the performance of digital advertising, enabling marketers to identify and serve the best version of ad creative for key audiences.

Article

This article outlines how Commonwealth Bank, Australia's largest bank, is building brand longevity in a fast changing category under increased public scrutiny.

News

NEW YORK: 78% of marketers believe the reputation of their brands has been harmed by the “unintended” placement of digital ads next to inappropriate content, a study from the CMO Council has found.

Article

Programmatic media buying threatens to compromise brand safety if not employed correctly, according to a study from the CMO Council.

Article

This article offers five tips from Unilever's VP of Global Media in Asia, David Porter, on how FMCG companies can adapt to Asia's changing media landscape.

News

GLOBAL: Questions around brand safety are not new, yet online advertising presents unique challenges as the volume and speed of ad delivery increases, and inventory is bought by audiences across all content; the resulting choice, then, is one of ...

Article

In this webinar Ben Millar discusses how advertisers can create better programmatic transparency by outlining what you need to do to put the right level of controls in place over programmatic media.

Article

This article explains how brands can best tackle safety concerns around the placement of display, video or native ads adjacent to illegal or inappropriate content.

News

NEW YORK: The New York Times (NYT) has seen its global programmatic direct revenues double over the last three months, compared to the previous three, but the publisher and its clients still face some challenges in overseas markets.

News

LONDON: Header bidding has solved many problems in the programmatic buying process but its very success has thrown up new ones, according to an industry figure.

Article

This article provides a summary of how Header Bidding works, its benefits and drawbacks and best practices for how agencies and marketers can leverage Header Bidding to achieve their campaign goals.

Opinion

The recent fallout over brand safety is yet another sign to the industry that we need to do more to establish and guarantee advertising only appears in brand safe environments, that the advertiser actually wants to appear in.

News

CHICAGO: IBM, the technology company, has seen major benefits from applying artificial intelligence to its programmatic advertising efforts.

Article

This event report outlines how Watson, IBM's cognitive-computing platform, can help enhance various aspects of marketing.

News

GLOBAL: The brand safety firestorm that flared in the first half of 2017 has highlighted the need for advertisers to play an active role in the stewardship of their media investments, according to Nick Manning.

News

NEW YORK: The past year has seen a surge in the use of the native advertising format and a dip in programmatic advertising as advertisers react to brand safety concerns, a study suggests.

Article

This article provides a best practice guide for advertisers to ensure their digital advertising is based on the right contracts and sufficient data to guarantee media transparency and brand safety – that is, their ads appear in an appropriate online context that does not damage brand reputation.

News

NEW YORK: Advertising and publishing executives have met to discuss how blockchain technology can bring increased transparency and data security to the ad tech supply chain.

Article

This article examines how to maximise digital ad effectiveness, and the various factors marketers have to take into account when creating digital display and video.