Programmatic Advertising

Consulting Firms Will ‘Decimate’ Ad Agencies: Confessions of a Marketing Consultant
December 5, 2017 at 2:31 pm

As management consultancies move further into the digital advertising arena, they will make a play for media buying budgets even if they won’t openly admit it. That is the view of a marketing consultant, who spoke as part of Digiday’s Confessions series, in which we exchange anonymity for candor. This person believes consulting firms are quietly…

How Sentiment Analysis Could Boost Programmatic Advertising
November 30, 2017 at 9:30 am

Online advertising is easy to ignore. In fact, Proctor & Gamble recently found that only 20% of its online ads were viewed for more than 2 seconds, the minimum standard for viewability according to the Media Rating Council. Ad viewability and resonance are huge problems that many advertisers and publishers have struggled to remedy. One…

DailyMail Exec on Future of Programmatic & Sentiment Analysis
November 29, 2017 at 2:09 pm

During an interview at FUSE Media in September, DailyMail U.S. director of programmatic Patrick Dignan said he was most impressed by a presentation that dove into the possibilities of sentiment analysis. Using artificial intelligence and neural networks, FUSE Media presenter and startup Centiment, is helping publishers and advertisers understand how consumers feel about certain topics.…

The Audience Engineers: How Programmatic Is Changing the Way Salespeople Work with Ad Operations
November 27, 2017 at 9:00 am

Digital ad spending through programmatic channels continues to grow at a rapid pace. According to eMarketer, digital spending through programmatic channels will account for 78% of all digital revenue in 2017 from just 9% in 2011. Programmatic direct or private marketplace (PMP) transactions will account for 56% of that revenue this year. While programmatic advertising…

Data Leakage Devalues Publishers' Biggest Asset -- Their Audience
November 21, 2017 at 8:00 am

I’ve worked on countless media kits. Every one of them talks about how well the publisher knows its audience. Big Data says they know your audience, too. They tell advertisers not to waste money paying a premium to reach buyers in your magazine or website, because their scary data analytics can pinpoint buyers even better.…

Facing Programmatic Ad Challenges, ThinkProgress Pursues Membership Revenue
November 20, 2017 at 10:46 am

Add ThinkProgress to the list of publishers hunting for reader revenue. On Oct. 30, the left-leaning publisher launched a campaign to sign up 1,000 people for a new membership program by year’s end. The program aims to offset losses from programmatic advertising that the publisher says come from being classified as a site that focuses on…

Press Release: Launch of B2B Media Exchange Assures Quality and Transparency for B2B Marketers
November 14, 2017 at 2:15 pm

Shelton, CT November 14, 2017 – BPA Worldwide, the global not-for-profit provider of media auditing services, announced the launch of its B2B Media Exchange, a programmatic marketplace connecting premium advertisers with brand-safe B2B media suppliers. The B2B Media Exchange, powered by PulsePoint, is a collective of qualified audience and audited business-to-business media. The platform’s suite…

How Hearst Pivoted to Native & Programmatic Advertising
November 8, 2017 at 10:49 am

In the past three years, Hearst Magazines has dramatically transformed its online advertising strategy, says Heather Keltz, VP of ad operations and ad product. “Three years ago programmatic ads and native were a small percentage of our advertising revenue, and now they’re a majority of what we’re making for ad revenue overall.” The shift to…

At Hearst, Programmatic & Native Ads Earn Majority of Ad Revenue
November 8, 2017 at 10:36 am

In the past three years, Hearst Magazines' online ad revenue has shifted dramatically from traditional, direct-sold display ads to native advertising and programmatic, says Heather Keltz, VP of ad operations and ad product. Native ads and programmatic once represented a small slice of Hearst's overall magazine revenue; now they drive the majority of ad revenue.…