Many advertisers are now looking to internalise their media buying processes, and numerous companies are being set up to offer advertisers a media buying service in the programmatic space. There are two possible routes here, as in any decision that involves using technology: buy or build your DSP. But firstly, let’s define what a DSP actually is. Continue reading
A sentiment I’ve been hearing all too often from ad agencies recently, is that when considering a Mobile Advertising investment the sole purpose of engaging with a mobile specialist DSP is promoting apps.
This is an extremely limited perspective for two very important reasons. Firstly, ‘eyeballs’ nowadays are predominantly focused on mobile apps and campaign effectiveness in apps often requires mobile specific technology. Then there’s also the fact that the mobile environment provides so much more information about user behaviour than other channels. Frankly, if you’re not working with a mobile specialist, you’re missing out. Continue reading
Much has been written about ad fraud as a growing advertising concern recently and various studies have attempted to quantify the scale of the problem. The Association of National Advertisers (ANA), for example, suggests that the corresponding wasted advertising investment due to bot fraud amounts to $7bn this year alone.
The rapid evolution of programmatic ad tech has created platforms that can now use first and third party data and artificial intelligence to deliver very sophisticated predictive targeting – enhancing the media buying process to allow marketers to quickly target very specific audiences. Continue reading
There’s been a surprising degree of misunderstanding about privacy and tracking of users on mobile recently, from advertisers and consumers alike.
A recent MMA panel event I was participating in, saw many of the agencies and advertisers present voicing the opinion that you can’t track user behaviour and preferences on mobile to the same extent as on desktop. There were also many of those present expressing legal concerns over privacy on mobile through the use of location data. Continue reading
Mobile viewability continues to spark debate as mobile media buying becomes increasingly programmatic and both media buyers and sellers clamour for guarantees and standards. Either side are companies claiming viewability on mobile is not an issue and those who strongly argue it is, and data has only confused the issue. Continue reading
Native ads remain one of digital media’s hot topics and there is growing acknowledgement of its ability to build trust and engagement with current and prospective customers.
Brands love the way native advertising makes them appear to be part of the conversation through a less intrusive user experience that matches their own personality. But, as the line between content and advertising blurs further, native ads have also been the subject of bad press and openly accused of deceiving end-users.
If we define native advertising as paid advertising that is consistent with a particular page content, design and platform behaviour, the very first successful examples of native advertising were actually early SEM (search engine optimisation) deliveries. Continue reading