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.