Programmatic buying

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Article • WARC Best Practice, January 2019

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.

What’s working in programmatic

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in programmatic advertising.

Media Transformation: How to take a new approach to media, fit for the digital age

Article • Tom Denford, WARC Best Practice, March 2018

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

How to understand and leverage mobile programmatic

Article • 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.

How to approach digital creative optimisation

Article • 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.

How to use Header Bidding

Article • James Prudhomme, WARC Best Practice, August 2017

This article provides a summary of how Header Bidding works, its benefits and drawbacks and best practices for how agencies and marketers can leverage Header Bidding to achieve their campaign goals.

How to improve digital media transparency

Article • 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.

Using dynamic creativity: how retailers can engage through programmatic

Article • Joanna O'Connell, WARC Best Practice, March 2017

This article explores how programmatic can be more than a way to serve ads: it can enhance the customer experience if the dynamic capabilities of adtech are combined with meaningful creative.

How Hershey is blending online and offline data

Article • Stephen Whiteside, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

The Hershey Co., the candy manufacturer, is using a “real-time optimizer” the maximize the impact of its programmatic ads.

Hershey gives programmatic media a taste of accountability

Article • Stephen Whiteside, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

The Hershey Co., the candy manufacturer, is increasingly able to link its programmatic advertising with offline sales.

Programmatic audio: Past, present and future

Opinion • Alex Brownsell, May 2019

Video may have killed the radio star, but audio is fighting back. The medium is undergoing a technology-inspired renaissance, and is slowly becoming an ever-present texture in daily life.

Programmatic audio: Past, present and future

Article • Oliver Deane, Admap, June 2019

Explores how digital audio advertising has evolved from a virtually non-existent industry to a mature and conditioned market, and identifies what is needed to drive the space forward.

How brands can tackle the fake news threat

News • 17 May 2019

Brands worried about the prospect of their ads appearing on fake news sites may need to refine their programmatic strategies and allow for greater human oversight of campaigns, a paper in the Journal of Advertising Research (JAR) has argued.

Nestlé and Good-Loop: Two years of radical media

Article • Sam Peña-Taylor, WARC Exclusive, May 2019

Good-Loop is a different kind of advertising platform, built around the idea of converting media money into funding for charitable causes – good for the causes, but even more effective for brands.

Why moving media planning in-house made sense for GSK

Article • Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019

GSK Consumer Healthcare, the pharma company, has shifted its media model to reflect changing marketplace realities.

Privacy, marketer risk, and the reform of adtech

Opinion • Dr Johnny Ryan, May 2019

The current state of adtech is putting brands at risk by placing ads in unsavoury online environments, next to questionable content.

Keeping DOOH clear of the programmatic pitfalls

Opinion • Sue Hunt, May 2019

A new report by VIOOH argues that out-of-home stands to gain from the benefits of automation, without facing the drawbacks experienced by digital media.

European brands shift programmatic in-house

News • 26 April 2019

Marketers in five major European markets are shifting their programmatic ad-buying in-house, according to a series of comprehensive reports from the Interactive Advertising Bureau (IAB).

Inventory, like drinking water, is best when filtered at the source

Opinion • Eric Wheeler, April 2019

Low trust in online media quality has led to an overreliance on private marketplaces, observes 33Across' Eric Wheeler.

Five steps to help publishers take control of their audience data

Article • Joe Root, WARC Exclusive, March 2019

A guide for digital media publishers on how to implement a data-driven advertising sales model, using first-party audience data.

MightyHive matches brand problems with in-house solutions

Article • Geoffrey Precourt, Event Reports, ANA In-House Agency Conference, March 2019

MightyHive, a programmatic solutions provider, has carved out a niche in the marketing universe by helping brands and agencies optimize their approach in this area.

Navigating Asia's programmatic advance

News • 19 March 2019

Despite complaints over a lack of transparency, programmatic is growing fast in Asia and marketing professionals need to be ready to explore its new frontiers, an industry figure says.

How Brands Can Navigate Asia’s Programmatic Landscape

Article • Alvin Wong, WARC Exclusive, March 2019

Asia’s programmatic space is evolving quickly, and brands need to educate themselves to make the most of the opportunities.

The relationship between Fake News and advertising: brand management in the era of programmatic advertising and prolific falsehood

Article • Adam J. Mills, Christine Pitt, and Sarah Lord Ferguson, Journal of Advertising Research, Vol. 59, No. 1, 2019

This article examines the relationship between fake news and advertising, and the impact it may have on brands.

Programmatic creative: Four pillars of personalisation

Article • John Nardone, ANA Magazine, Forward, March 2019

Outlines the four pillars that will take your programmatic creative that final mile.

What we know about targeting vs reach

Article • WARC Best Practice, February 2019

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.
What we know about programmatic

Article • WARC Best Practice, January 2019

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.
What’s working in programmatic

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in programmatic advertising.
Trend Snapshot – Connected TV’s next phase

Article • Alex Brownsell, WARC Trends, August 2018

Explains the current trends in the highly complex and fragmented landscape of connected TV and provides tips for brands tackling this area as its popularity increases.
Media Strategy Report 2018: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2018

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Media Transformation: How to take a new approach to media, fit for the digital age

Article • Tom Denford, WARC Best Practice, March 2018

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.