Fri 25 Sep, 2015

Programmatic Marketing: Four Key Trends

Digital marketing evolves at head-spinning speed. When the pace is fast, things become unclear and murky. So it’s no wonder there’s so much confusion around Programmatic. Clutters of acronyms, a plethora of companies offering multiple products and services – they both contributed to a good deal of head-scratching. The waters are clearing, thankfully. Companies have begun making their offerings more distinct and Programmatic’s becoming less mysterious to the lay practitioner. It also recently dawned on the industry that a complete focus on…

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Thu 10 Sep, 2015

The Four Key Principles Of Programmatic Marketing

In part one  —  Get With the Programmatic  —  we spoke about Programmatic in more general terms. Today we’re going to narrow the focus and dig deeper into four key programmatic principles. 1: REAL-TIME BIDDING (RTB) RTB is used for direct response advertising, where an online auction enables impression-by-impression bidding. This system places a focus on the true value of impressions, which are bought across multiple exchanges and Supply-Side Platforms (SSP). HOW DOES THAT WORK? You only bid on an impression that…

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Thu 3 Sep, 2015

Get With The Programmatic: A Basic Guide

If you are in or around advertising circles, you’ve heard the term “programmatic” at some point. Many “programmatic” conversations will consist of people nodding their heads knowingly, while thinking to themselves, “What the hell is programmatic?” This term is going to be heard more and more in the coming years, so if you have to know what it means (you do) then you might as well start today. Programmatic is a term that covers a variety of functions, but in…

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Wed 15 Apr, 2015

The Programmatic Skills Gap: Why Talent Trumps Experience

Before we get going, we should settle on a definition of programmatic. Defining programmatic advertising is the subject of much debate, but for the purpose of this article, we will take it to mean digital media traded through software which automates at least part of the buying and/or selling and/or optimisation process. This probably isn’t perfect, but it will do for now (note to self: future article on the definition of programmatic) The rapid rise of programmatic advertising is changing the…

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