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.
The Financial Times’ digital ads strategy following the introduction of the General Data Protection Regulation appears to have been a formula for success, bringing about a healthy spike in programmatic ad revenue.
A consortium of Australian publishers has launched a programmatic ‘Editorial Video Marketplace’, intended to “simplify buyers’ access to this professionally produced premium content with extensive daytime audience reach and scale”.
Since bringing its programmatic and social buying in-house in North America, Diageo, the British alcoholic drinks giant, has concluded that the move boosted productivity while delivering more control and returns, according to a senior company ...
While marketers are conservative in their approach to allocating significant budgets to audio, there is an opportunity to increase programmatic audio spend if the sector can address concerns around measurement.
From its inception, the internet has always had something of the Wild West about it. For every pioneer and trailblazer looking to chart new territories, there’s always been an outlaw waiting in the wings for an opportunity to strike.
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.