The current state of adtech is putting brands at risk by placing ads next to questionable content, while marketers are at risk of not meeting the standards set by the EU’s General Data Protection Regulations. Dr Johnny Ryan, Chief Policy & Industry Relations Officer at Brave, implores marketers to demand reform of adtech.
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.
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.