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Recently, an AdExchanger story covered how supply path optimization has many benefits to clients, but can also create unintended effects for advertisers as well as in the marketplace. PMG’s programmatic director Justin Scarborough shared his thoughts about the topic and discussed market fragmentation, Google and its inherent advantages. The story identified two main pitfalls from […]
Let’s start from the beginning. It’s 2009 and programmatic was born into the world of digital marketing. As the adoption of digital expanded, the floodgates opened and hundreds of data points became leverage to target consumers, allowing for vendors boasting rich data sets to aggressively sell to agencies and brands alike. Money poured into these […]
A few weeks ago, advertisers around the world were disappointed to hear that Google is moving its publisher exchange, Google Ad Manager, from a second-price auction to a first-price auction. Google Ad Manager, formerly AdX and DoubleClick For Publishers, is Google’s advertising exchange, where real-time bidding for impressions takes place. This move will cause huge […]
Header Bidding Advances Will Change The Party This programmatic technique of more instantaneous* auctions will continue to be good news for both publishers and advertisers (buyers) in 2017. Aside from the wins in inventory availability for buyers, publishers are seeing associated revenues soar as bids get pushed up in the process. These benefits are […]
I know you all have been on pins and needles since my last blog post, thinking, “When is she going to write about the audience based DSPs?! She promised!” Well Ladies and Gents, the time is now! Efficiency. That is the word that comes to mind when I think of programmatic buying. I know, I […]
I had the pleasure of sitting on a panel on programmatic buying for DFWIMA (Dallas/Fort Worth Interactive Marketing Association) and there were some themes that came up multiple times in the discussion. Transparency was the clear leader, with upwards of 30 mentions. Goals and objectives were in second place. Then, the theme of creating a competitive advantage rounded out the key takeaways. These themes lend themselves well to what we at PMG feel are the 3 things that an advertiser should care about in programmatic buying. Advertisers should be grading their programmatic partners against these standards, whether those partners are technology providers, agencies, or their in-house team. Get your pencils ready to grade. And away we go!
There are many ways to better leverage programmatic platforms, data providers and technologies to enhance results for active campaigns. One of the key components of buying programmatically is control. As margins get tighter and some agencies and advertisers shift away from managed service relationships and onto trading desk, needs change. Teams change. This is important […]