It’s taken longer for real-time auctions to make their way into the app world than on the web. But programmatic is finally starting to take hold and change the way developers buy media thanks to several parallel trends. And a new crop of opportunistic startups is emerging to help developers take advantage of the shift […]
The in-housing trend is real, but agencies aren’t getting kicked to the curb. Their role is simply evolving. “Agencies have been around for years, and they’re not going away,” said Freddie Liversidge, HP’s director of digital activation, speaking at AdExchanger’s Programmatic IO show in San Francisco on Tuesday. HP recently completed a multiyear process to […]
Brands like Uber, Ubisoft and Bayer have evolved their programmatic in-housing tactics in recent years – and all three outlined those changes at AdExchanger’s Programmatic I/O conference in San Francisco Wednesday. In the early days of in-housing, brands often bit off more than they could chew – or lacked the proper resources to implement and maintain […]
Big consumer product brands like L’Oreal have soaked up as much data as possible in recent years as they try to assemble consumer profiles without the direct data enjoyed by ecommerce merchants and retailers. Doing so requires a multifaceted strategy. L’Oreal’s head of data acquisitions and partnerships, Aruna Paramasivam, described her company’s efforts along these […]
Until late 2016, Dr. Pepper Snapple Group had partnered with an agency to manage most of its programmatic and data capabilities. But like many marketers, the beverage brand sees value in making media its own remit. “It made more sense to pull that in-house so we’d have more transparency into how everything was working, what […]
Aaron Fetters will discuss advancements (and present-day shortcomings) in data, ad delivery and effectiveness on April 14 at PROGRAMMATIC.IO in San Francisco. Advertisers question ad quality and the ability to activate “open” data across platforms in the programmatic space, but what’s being done about it? First, marketers need to rethink the way they’ve traditionally tallied […]
In 2014, American Express boldly declared in an RFP to ad tech vendors that it wanted to programmatically transact 100% of its then $128.5 million display budget. Though the statement was later clarified to be more of an aspiration than a brand-wide target, the financial services giant was one of several large brands exerting greater control over exchange-based buys at […]
So you want to be a programmatic company? As it turns out, it’s not as simple as licensing a single vendor platform and hitting the on switch. For integrated Interpublic Group agency Hill Holliday, the process of building a self-serve programmatic model started last fall and spanned several technology selections. While Hill Holliday uses Turn as […]
