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.
Accenture Interactive is expanding its programmatic media-buying capabilities with the acquisition of Adaptly, an ad tech firm based in New York that specialises in data-driven campaigns across online channels, including Google and Facebook.
Programmatic spend per capita can give advertisers a strong indication of market maturity, but a new global study that examines other factors, such as private marketplace (PMP) adoption, reveals the countries that are leading the way.
Coca-Cola, the soft drinks giant, is seeking to deliver “fairness” to its programmatic partners, rather than placing them under the disproportionate level of scrutiny that often seems to be the case in the industry at present.
Nestle ran its first ad on ethical ad platform Good-Loop this week, for KitKat, but already it is looking at extending the collaboration to other brands in its portfolio, in a move that arguably puts a value on purpose.
GLOBAL: The rapid growth in connected TV (CTV) viewing around the world has not been matched by a comparable increase in addressable advertising because of a lack of scale and concerns around the accuracy and consistency of CTV measurement tools, ...
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.
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