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Walking the tightrope between effective targeting and alarming your audience
In a relentless quest for innovation and efficiency, online marketing seems to have ignored real-world etiquette. Consumers are often taken aback by how much brands track their online activity to...
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Header bidding isn’t a win-win
Last week on these pages, header bidding was described as a means to take the programmatic industry “one step closer to ultimate efficiency”. It sounds like an enticing promise but while header bidding...
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10 predictions for native advertising in 2016
At the end of 2014, we predicted brands would go mobile-first on content creation, content cards would become the de facto design unit, programmatic native distribution would take shape and the...
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The year ahead for programmatic
The programmatic ecosystem has seen substantial growth over the past few years. It has moved from being a cheap solution and now grants access to guaranteed premium inventory. However, with the number...
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The new IAB standards fuelling programmatic native ads
An update to the IAB standard for buying and selling native ads at scale was recently released for public comment. The spec, known as Native 1.1, is an extension of a larger update to the OpenRTB 2.3...
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Native ads move further into the programmatic era
Sharethrough and The Trade Desk have announced a major new programmatic native advertising RTB integration. Through this new programmatic native partnership, buyers will be able to purchase in-feed ads...
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Advertisers need to demand programmatic insight from their agency
Advertiser demands for financial transparency from agencies has been central to the programmatic advertising debate recently. But this has hidden another transparency issue that’s just as important –...
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If marketers can crack mobile, programmatic growth knows no bounds
Programmatic ad buying has experienced remarkable growth in the relatively short time it’s been around. Last year for the first time in the UK, nearly 60% of UK display advertising was programmatic,...
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Programmatic needs to empower the value of brand advertising
It’s no secret that programmatic has taken the advertising industry by storm, but questions continue to be asked over its ability to deliver digital brand campaigns effectively, as was brought to light...
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What a waste! How agencies are squandering client budgets
Agencies are up in arms after ISBA sent its 450 brand members its new framework agreement. It is disheartening that the level of trust between clients and agencies has fallen so low but the breakdown...
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