LOS ANGELES: Ad fraud costs advertisers billions of dollars a year, but now a solution may be at hand as two leading adtech companies have joined forces with the aim of detecting bot traffic before a digital ad impression is even bought.
NEW YORK: Few advertisers are currently running programmatic native ads, but more and more publishers are starting to offer this opportunity, and there are signs that the sector may be ready to expand rapidly.
Ray Gerber, Chief Solutions Officer, Thunderhead "Businesses will stop paying lip service to the idea of customer centricity and begin making the commitments and organisational changes necessary to place the customer at the centre of their enterprises.
This article predicts that the next step in programmatic ad buying will be programmatic branding. The quality of inventory available through real time bidding has been a concern for marketers, but increasing control over brand safety requirements and where ads are displayed is assuaging these concerns.
With real-time bidding (RTB), advertisers can decide to put a specific ad in front of a specific individual web user on a given site, bid for that impression and serve the ad, all in the time it takes for a page to load on the target consumer's computer.
Joseph Clift, Event Reports, Warc Online Advertising, February 2010
This conference report highlights various issues facing the online display ad sector in early 2010. The position of the buy-side (ie, agencies and advertisers) and the sell-side (ie, publishers) on ownership of user data, and refinements in technology such as the rise of RTB, is discussed.
Dan Brown, Admap Magazine, May 2018, pp. 14-15
While the opportunities offered by digital media platforms and programmatic trading are significant, they have also created greater complexity for brand marketers, which, in turn, present additional challenges.
Kelsey Meuse, WARC Best Practice, October 2017
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.
Nick Manning, WARC Best Practice, July 2017
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.
This article, taken from the Warc Toolkit 2017 report, looks at the marketing opportunities offered by artificial intelligence (AI) including insight generation, chatbots, digital personal assistants and optimisation of media buying.