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At IAB Programmatic Symposium, digital advertising looks to grow up - Marketing Land

…digital advertising in his keynote address last week at the Interactive Advertising Bureau’s (IAB) Programmatic Symposium in New York City. About 80 percent of all online advertising is now programmatic, a status that would be cause for celebration of technological progress in any other industry.…

An Introduction to Programmatic Advertising

…surrounding programmatic advertising and how it is projected to account for 50% of digital ad sales by 2018. Maybe you’ve even tried it for a recent campaign because you read that it is the future of advertising. While some marketers are quickly jumping on the programmatic advertising…

Programmatic Ad Buying: A Tactical Primer

…observe which ones show the most potential for further optimization and scaling. This primer covers most of the campaign tactics available with programmatic ad buying or real-time bidding (RTB) platforms. For each tactic, my goal is to describe what it is, why it’s important, how it works, and…

The ABCs Of Programmatic - Marketing Land

Programmatic white paper from Marin Software is a detailed 18-page primer that will help you understand the huge programmatic opportunity and the lexicon and conventions you need to know to ride this latest wave of ad technology innovation to success. Read this paper to understand the programmatic

What Is Programmatic Advertising & Media Buying? - MarTech Landscape

…two types of programmatic direct sales. Programmatic guaranteed deals are made for reserved inventory at a set price. Unreserved fixed rate deals give direct buyers first access to blocks of inventory at a set price. In both cases the ads are then served and managed programmatically and come with…

Why Mobile Programmatic Is The Next Frontier - Marketing Land

…three-quarters of marketers believe that programmatic mobile is important, or at least somewhat important. The surprising part? Only 27 percent of the marketers surveyed had actually purchased mobile ads programmatically. The good news for the programmatic industry, and for marketers as a whole, is…

Navigating The Modern Ad Serving Stack, Part 2: Programmatic Direct

…this case, the publisher’s inventory) as described. Once you purchase a “package” from a programmatic direct vendor, their technology places a line item programmatically (i.e., automatically via API) onto the publisher’s ad server, which means no emails, no phone calls, and…

Programmatic Beyond RTB: A Primer - Marketing Land

…RTB has been the most popular method of buying programmatically, RTB isn’t interchangeable with programmatic. That’s because fixed-price inventory can be bought programmatically through an API. There are two main types of fixed-priced programmatic buying. (For consistency’s sake, I’ll…

Take Programmatic Display To The Next Level - Marketing Land

programmatic transactions in the U.S. were poised to reach $10.9 billion in 2014, representing 62 percent of U.S. display-related digital spend. Magna predicts that by 2018, programmatic will represent 82 percent of U.S. display-related spend. The story behind these numbers is that programmatic

The Three Pillars Of A Programmatic Strategy - Marketing Land

…do your programmatic strategy any favors. That includes just throwing money at the challenge… or simply hiring a “programmatic genius” to just come in and “manage” your needs. Don’t fall for it. Building the “just-right,” tailored programmatic strategy…