Article
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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.
Article
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in programmatic advertising.
Article
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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.
Article
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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.
Article
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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.
Article
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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.
Article
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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.
Article
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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.
News
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15 October 2019
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.
News
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03 October 2019
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”.
Article
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Geoffrey Precourt, WARC Exclusive, September 2019
Research by the Association of National Advertisers (ANA) shows that marketers have made significant progress in scrutinizing their media spending, but room for progress remains.
News
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17 September 2019
The latest issue of IAB Europe’s Attitudes to Programmatic Advertising (for 2019) reports on the shifting profile of this young discipline.
Article
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Research on WARC, September, 2019
Provides an overview of the GroupM Brand Safety practice, how and where it operates and some of the importanttrends and changes it has observed.
News
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30 August 2019
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 ...
Article
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Alex Brownsell, Event Reports, IAB Interact, June 2019
Though digital audio content consumption is rising, research by Xaxis and IAB Europe reveals brands are yet to capitalise on the full benefits offered by the medium.
News
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12 August 2019
Bayer, the pharma company, is in the process of in-housing its digital media buying, and thus has useful tips for other marketers that are thinking about pursuing this approach.
Article
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Stephen Whiteside, Event Reports, IAB NextGen Marketing Summit, June 2019
Bayer, the pharmaceutical company, is bringing programmatic advertising in-house through a two-year program that scales back agency involvement in this discipline over time.
News
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18 July 2019
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.
Article
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Alex Brownsell, Event Reports, Programmatic Pioneers Summit, May 2019
Finnish conglomerate K Group partnered with local media owner Sanoma to target audiences through motivational-based segmentation.
Article
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Alex Brownsell, Event Reports, Programmatic Pioneers Summit, May 2019
Mattress-in-a-box brand adopted a new approach to dynamic creative to improve the effectiveness of its performance marketing.
Article
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Research on WARC, July 2019
A report on 40 emerging technology companies that are transforming how marketers drive engagement and conversion.
Opinion
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Damon Reeve, July 2019
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.
News
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24 June 2019
The multibillion-dollar adtech industry has been severely criticised by the UK’s data protection regulator, which has ruled that real-time bidding (RTB) uses people’s data unlawfully.
Article
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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.
Article
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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.
