Maggie Mesa, WARC Best Practice, November 2017
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.
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.
Privacy regulation and cookie deprecation are a positive for the future health and next stage of growth for the advertising and marketing industry, as well as for the long-term developments of the digital marketing ecosystem.
At present, India is at the start of the digital audio and programmatic advertising journey, but significant education is still needed about the value of incorporating digital audio into media planning budgets.
Consumers in India spend an average of 19.1 hours per week to listening to music, more than 7% higher than the global average but advertisers are still hesitant about allocating budget towards programmatic audio, according to a new report from ...
Marketers get little benefit from many adtech offerings, warns Dr Augustine Fou, and they need to pay more attention to what they are buying. CMOs should consider whether they and the marketers in their organization have fallen victim to adtech fraud.
European organisations are leading the way in bringing their programmatic operations in house, according to a new report from the Interactive Advertising Bureau which suggests that this may be a consequence of GDPR and their greater ability to ...
Gives an overview of political, social and technological shifts impacting brand safety at a high level and looks tospecific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.
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.