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‘Non-Intrusive’ #Programmatic Advertising: The Future of #AR & #VR Monetisation? $GOOD.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 11:08 AM on Wednesday, November 21st, 2018

 

 

  • This week UK monetisation outfit Admix revealed that it had secured an impressive USD$2.1m (£1.63m) in funding to further develop its AR and VR advertising platform.

by Will Freeman

As reported by Tech.EU, Admix was only founded in 2017, with a focus on allowing developers to place advertisements programatically that sit contextually inside content.

A simple, hypothetical example would a be a VR game set in a sprawling city. Admix’s platform could allow a developer to assure that programmatic ads appeared only as billboards on the side of a digital skyscraper within that city. Similarly, advertiser branding could be applied to existing in-game assets or IAP items. It allows advertisements that – as Admix puts it – are ‘non-intrusive’, and sit with context in a game world.

“Today, VR/AR developers have very few options to monetise their content: the few solutions that exist are intrusive and not adapted to VR/AR”, said Admix co-founder and CEO Samuel Huber in a statement. “This creates a lack of incentive for creators, which slows down the industry. Admix aims to grow the industry by creating the infrastructure to power a sustainable business model in VR/AR. Our non-intrusive advertising model respects the users, creates a sustainable economy for developers, and enables brands to stand out in a way that is impossible on existing, saturated channels.”

SpeedInvest led the funding round, collaborating with Founders Factory, Suir Valley, and Force Over Mass. The money will be spent primarily on doubling Admix’s 15-staff headcount across its London and San Francisco offices.

The technology works by providing a plug-in for the popular Unity and Unreal game engines, which are increasingly used not just to build video games, but interactive digital content more generally. Depending on which engine a developer is using, they download the relevant plug-in. That lets them define the areas of inventory they want to offer to advertisers, from within the same tool they use to build their content. Perhaps they might want to designate those hypothetical billboards as a place to run ads.

Admix’s solution equally enables devs to set how they want to use options like video, banners, or 3D placements. Admix users can then mange their apps, filter relevant advertisers, and so on, via the associated web platform. The inventory is sold programmatically, and the developer keeps 75% of the ad revenue.

The Unity plug-in is available now, while there is a waitlist for those keen to embrace the Unreal version.

The idea is that the adverts will not only be non-intrusive, but even add to the experience on offer. Consider a football game. Placing real-world ads on the siding boards that surround a football pitch would be to add realism to the world. In a social VR world, a player might be more engaged with the game if they can dress their avatar in real brands they identify with out here in reality.

The approach draws on something that has been a rule of thumb for in-game advertising for many years. Contextually relevant advertising can make a game world all the more convincing, while forced pop-ups with little relevance to a game’s setting can simply push players away. Advertising that can monetise while engaging and retaining? That’s something of a perfect storm for monetisation.

And, in VR and AR, Admix’s method is particularly powerful. Because there, presence is so important. ‘Presence’, with reference to VR and AR, refers to the sensation that you really do physically inhabit the worlds such display technologies take you to. That makes them all the more powerful and engaging; and it means that intrusive ads can really derail an experience. Anything intrusive or out-of-context can undermine the power of presence. Equally, thanks to importance of keeping users comfortable within VR in particular, unique confines with regard to displaying the likes of menus and text exist. A traditional pop up banner in a VR experience that clashes with the scene around it really could make a player feel unwell; that’s a great deal more serious than an advert simply irking a user.

Admix’s offering – bolstered by its Oasis tech, which seamlessly links distinct VR worlds – is certainly impressive. And the investment in the startup? It could be read as an assertion that non-invasive programmatic advertising with the additional capacity to engage and retain might emerge as the defining ad tech for VR and AR content.

Source: https://www.exchangewire.com/blog/2018/11/20/non-intrusive-programmatic-advertising-the-future-of-ar-and-vr-monetisation/

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#OpenX and #ownerIQ to Bring Second-Party Data to #ProgrammaticAdvertising #adtech $GOOD.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 2:41 PM on Thursday, November 15th, 2018
  • ownerIQ, the second-party, transparent data solutions, today announced of their new Audience Private Marketplace (PMP) feature in partnership with OpenX, the independent advertising exchange
  • This new product offering leverages the existing DealID infrastructure between Exchanges and DSPs to enable advertisers on almost any DSP to easily access transparent retailer and brand audiences via the OpenX exchange – reducing the complexity and costs of access, while bringing increased data quality and scale

ownerIQ, the second-party, transparent data solutions, today announced of their new Audience Private Marketplace (PMP) feature in partnership with OpenX, the independent advertising exchange. This new product offering leverages the existing DealID infrastructure between Exchanges and DSPs to enable advertisers on almost any DSP to easily access transparent retailer and brand audiences via the OpenX exchange – reducing the complexity and costs of access, while bringing increased data quality and scale.

ownerIQ’s second-party data platform, CoEx, allows advertisers to gain permissioned access to first-party consumer data from hundreds of retailers and brands. With the new Audience PMPs, advertisers that want to access the transparent, retail and brand data exclusively available in CoEx can now activate that audience on any DSP, on the same day they request access. The Audience PMP feature enables buyers that purchase inventory on the OpenX exchange via outside DSPs to use Deal ID’s to differentiate ownerIQ data in bid requests, and combine OpenX’s high quality, fraud-free inventory with ownerIQ’s unique second-party data sources at greater scale.

“The strategy of combining ownerIQ’s unique, transparent data assets directly with OpenX inventory has a number of benefits for advertisers. Passing data through DMPs or even directly into DSPs adds friction to the process resulting in lower cookie match rates impacting audience scale and delays in getting data from point A to point B. DMPs and DSPs also charge fees to data providers which results in increased costs for advertisers negatively impacting campaign ROI. This feature will significantly reduce that friction, lowering data costs, and improving scale,” Greg Loeffelholz, VP Platform Management, ownerIQ.

According to Loeffelholz, when ownerIQ data is passed from the CoEx platform to outside DSPs via a DMP the total addressable audience size can be cut by up to 50 – 70 percent due to poor match rates between platforms. Match rates for delivering cookie data from the leading DMPs to most DSPs has been around 40 percent and that’s on top of the scale lost by onboarding data from its source to an intermediary DMP. With the new ownerIQ Audience PMP, advertisers will be able to access ownerIQ’s second-party retail data at much larger scale, and this approach will shorten the time required to pass files between platforms making the data available to advertisers days or even weeks faster than previous solutions.

Early campaigns with Audience PMP show the audience match rates between ownerIQ and OpenX exceed the highest rates achieved on ownerIQ data via an outside DSP, and almost twice the rates of use cases where ownerIQ data had passed through a DMP to be made available on a buying platform. OpenX and ownerIQ sync more than 180 Million cookie IDs on an average day as a result of the tens of thousands of publishers the two companies reach, including top retailers. This is more than double the sync rate that ownerIQ has been able to achieve directly with any DMP or DSP via direct integrations.

Nathan Woodman, Chief Data Officer at Havas Media Group, sees the value to his clients in this approach.  According to Mr. Woodman,  “Working with media and data owners to optimize the programmatic supply path is important to Havas Media. ownerIQ as a key resource for second party data places our client’s dollars directly to the source of the data. The Audience PMP solution helps Havas Media spend our clients dollars in transparent and well lit environments.”

With multiple ad exchanges selling much of the same inventory, the need for differentiation among exchanges is always ideal. OpenX sees this strategy as an attractive approach to working with ownerIQ. “Working with ownerIQ on Audience PMP allows us to give advertisers a chance to use second party data in a way not before possible, and intelligently buy against ad opportunities that they otherwise would not have had any information about,” said Paul Sternhell SVP of Monetization and Platform at OpenX. “The combination of OpenX inventory, and our strong commitment to quality, with ownerIQ’s second party data, presents a compelling use case, and from a technical perspective, the ability to send an ad opportunity to a DSP regardless of whether that particular user has a synced cookie from that DSP will prove to be very valuable.”

Source: https://www.martechadvisor.com/news/bi-ci-decision-science/openx-and-owneriq-to-bring-secondparty-data-to-programmatic-advertising/

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#Programmatic advertising’s disruptive position $GOOD.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 6:10 PM on Tuesday, November 13th, 2018

Laura Bakopolus November 13, 2018

We live in an age where we regularly talk about things in person with our friends, then see ads for those same products online. People are growing increasingly accustomed to seeing digital ads for items that appeal to them, to the point where some people are even starting to feel frustrated if an ad doesn’t apply to them. That is evidence of the power — and value — of programmatic advertising.

Programmatic advertising is a disruptive technology that recently took the digital advertising world by storm. As more key players contribute to its growth and development, we move into the acceleration phase of the disruption cycle in which disruptors move closer to fulfilling their vision and early adopters thrive on the use of the innovation. Here, we see a culture form around programmatic advertising in which first movers become thought leaders and grow strong foundations and processes around the technology, second movers make tweaks to advance the technology and build it out further and consumers begin to accept and welcome the product into their daily lives. The next step involves maturation of the innovation, as it evolves into the dominant design that will likely remain relatively stable for some time. Later stages involve saturation, in which the innovation permeates many or all channels or industries, and commoditization, in which the innovation becomes a commonplace must-have.

I don’t think programmatic is at the maturation stage yet, since such a revolutionary technology is still being iterated and tweaked and is not yet utilized by the broadest customer base (think slow movers or laggards, according to the diffusion of innovations theory). Instead, I think we are perhaps at the most exciting place to be: I would argue that programmatic advertising is somewhere among the first two stages of the disruption cycle; it is still close to its original disruptive form, bleeding into the acceleration phase as it moves rapidly toward validation.

Programmatic started as a B2C tool, forced its way into B2B and grew to be a powerhouse among the advertising industry. But we are still moving forward. We are still iterating, adjusting and tweaking. Data and privacy laws are rightfully curbing the direction in which programmatic grows; while some may think these guidelines are impeding the growth of the innovation, I would instead posit that the innovation is still evolving and moving forward, which is a win. It is simply moving forward in a way that will sustain its success. If programmatic moved forward without heeding privacy laws, it would not last. Instead, paying attention to what people want, removing deficiencies and tweaking the design, structure or product makeup toward the customer base’s preferences are smart moves because they together mitigate risk involved in any disruptive innovation.

Programmatic’s growth could be hindered by its guidelines — or it could be strengthened by them. If we listen to what people are telling us — that they are okay with it if X, Y, Z — then we can transform “yes, but” into just “yes.” Showing consumers that we are valuing their input and adjusting based on their needs will strengthen our value proposition, proving that we are fulfilling a need for our customers rather than pushing an unwanted product onto an unknowing person. Consumers are smart and savvy, and we need to give credit where credit is due. If they want privacy but also want ads that apply to their needs, we need to find a way to do that. Those who do will survive, and those who don’t will fall by the wayside. Listening to customers will dictate a new direction for the market, differentiating the successful companies from those that are not able to respond to customer demand. Which of the two are you?

Source: https://www.smartbrief.com/original/2018/11/programmatic-advertisings-disruptive-position

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CTV ads outperforming those on other platforms, study shows #adtech #programmatic $GOOD.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 4:12 PM on Monday, November 12th, 2018

By Andrew Blustein

  • A recent report from Extreme Reach shows that ads on connected television (CTV) are significantly outpacing ads on other platforms, most notably in terms of impressions and completion rate.
  • According to the quarterly report, CTV has held 38% of impressions by device over the past two quarters, followed by mobile, desktop, and tablet. Mobile impressions are the second highest, at 31% in the third quarter.

Average video completion rate in the third quarter is at 82%, a 14% climb year-over-year. By device, CTV completion rate is at 95%, 10 points higher than the nearest platform. The report noted, “Viewers tend to be committed to the content they choose to watch on connected TV and they often do not have the option to skip the ads.”

Extreme Reach chief marketer Melinda McLaughlin highlighted the captive audience CTV garners, and how viewers are committed to the ads they come across.

“While you can’t necessarily skip or fast-forward ads on CTV, you can absolutely abandon it and turn it off,” she said. “What we’re seeing in general in these numbers is [a] swing back to 30-second ads in a world that everyone thought [that would never happen.]”

According to the report, 30-second ads held 55% of impressions in Q3 when compared to six- and 15-second spots. That’s a 28% jump year-over-year.

With impressions up and 30-second spots resonating, McLaughlin said there’s value in the space, but “content providers have yet to completely figure out how to monetize it.”

Bruce Biegel, senior managing director at consultancy Winterberry Group, told The Drum that with cord-cutting on the rise, CTV is the only way to reach many future-spenders. He said the industry will see a reallocation of spend as the ad buying process gets simpler.

“Demand still outstrips supply,” Biegel said. “As inventory becomes available, as media buying becomes more programmatic and easier, we will see more of a shift in spend. But it will never all shift, and part of that is because when you think about real-time events, typically they do well in a shared environment.”

Although live programming still provides value to linear TV, it doesn’t offer the same kind of targeting and addressability that CTV does.

“You have more data that you’re capturing across devices. If you’re doing people-based marketing, you can start to follow segments and individuals from device to device to see what they’re consuming,” said Biegel.

Liveramp’s TV general manager, Allison Metcalfe, added that people-based measurement “is critical to understanding whether CTV advertising lives up to its hype.

“Ads delivered across the Roku platform were 67% more effective per exposure at driving purchased intent than ads on broadcast and cable television,” Metcalfe said, citing a report from Roku.

Both Metcalfe and Biegel said brands are diving into the space.

“They are embracing this new frontier by testing even more audiences and data types, coordinating cross-channel campaigns, and measuring results,” Biegel said. “Now they can do true multichannel, multi-touch attribution.”

Biegel said many brands are still spending experimentally, but there’s value in the space across all verticals.

All of the experts noted that with lengthening ad times and cross-channel targeting, brands will have to invest more in effective creatives that appear across CTV devices, be it a television, laptop, or mobile phone.

Source: https://www.thedrum.com/news/2018/11/12/ctv-ads-outperforming-those-other-platforms-study-shows

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AMC partners with MASS Exchange for #Programmatic ad sales #adtech $BTRU.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 2:52 PM on Tuesday, November 6th, 2018

 

  • AMC Networks, 4C Insights and VideoAmp have all teamed up with MASS Exchange (MX) to fire up a programmatic advertising capabilities for live linear television.
  • AMC is using MX to handle pricing, inventory management and sales strategies for its ad inventory.
For AMC, the programmatic ad plans arrive after a third quarter in which the company’s ad revenues stayed mostly flat. (AMC Networks).

AMC Networks, 4C Insights and VideoAmp have all teamed up with MASS Exchange (MX) to fire up a programmatic advertising capabilities for live linear television.

AMC is using MX to handle pricing, inventory management and sales strategies for its ad inventory.

“MASS Exchange equips AMC Networks to offer an end-to-end programmatic solution for TV,” said Adam Gaynor, vice president of AMCN Agility, in a statement. “Leveraging their dynamic inventory and pricing management tools to expose more inventory to advertisers, we’re able to offer our partners a new standard of accessibility that improves their ability to execute targeted media plans.”

MX said it will allow AMC Networks to offer specific spot-level inventory, accessible via the buyer’s planning tools or directly through MX’s buyer interface. The company also said it can offer automation by converting traffic logs into an inventory catalog, which is algorithmically priced and packaged according to the seller’s rules.

“The TV industry is going through significant transformation at the intersection of audience targeting, attribution and technology,” said Habib Khoury, CEO of MX, in a statement. “We are very excited to be playing such an important role in helping to reduce friction for content providers and deliver an efficient, automated market that allows smart brands to improve the return on their advertising dollars. With AMC Networks, 4C Insights and VideoAmp, we’re working with established industry leaders to move meaningfully closer to realizing the promise of addressable TV.”

For AMC, the programmatic ad plans arrive after a third quarter in which the company’s ad revenues stayed mostly flat. AMC’s national networks advertising revenues increased 0.9% to $200 million. The increase in advertising revenues principally related to higher pricing partially offset by lower delivery.

Source: https://www.fiercevideo.com/video/amc-partners-mass-exchange-for-programmatic-ad-sales

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VIDEO: Good Life Networks $GOOD.ca CEO Jesse Dylan Discusses Recent Agreement with AMPD (Game Technology) CEO Anthony Brown $ATVI $TTWO $GAME $EPY.ca $TCEHF $Game.ca $EPY.ca

Posted by AGORACOM-JC at 4:58 PM on Thursday, November 1st, 2018
Good Life Networks Inc. (TSXV: GOOD) (FSE: 4G5), a programmatic advertising technology company, announced that it has entered into an agreement AMPD Holdings Corp to provide the Company’s programmatic advertising technology to the Gaming industry. AMPD is a Vancouver company that specializes in Game Technologies and is the only company in Canada specifically focused on providing technology solutions for game developers and publishers. Read the full press release HERE

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Good Life Networks Inc. $GOOD.ca Enters the Video Game Industry with #Programmatic Technology $ATVI $TTWO $GAME $EPY.ca $TCEHF $Game.ca $EPY.ca

Posted by AGORACOM-JC at 8:37 AM on Wednesday, October 31st, 2018

Glnlogo black 11

  • Entered into an agreement AMPD Holdings Corp
  • To provide the Company’s programmatic advertising technology to Gaming industry
  • AMPD specializing in Game Technologies and is the only company in Canada specifically focused on providing technology solutions for game developers and publishers

VANCOUVER, Oct. 31, 2018 – Good Life Networks Inc. (“GLN“, or the “Company“) (TSXV: GOOD) (FSE: 4G5), a programmatic advertising technology company, announced today that it has entered into an agreement (the “Agreement”) AMPD Holdings Corp (dba AMPD Game Technologies), (“AMPD“) to provide the Company’s programmatic advertising technology to the Gaming industry. AMPD is a Vancouver company that specializes in Game Technologies and is the only company in Canada specifically focused on providing technology solutions for game developers and publishers.

“This agreement with AMPD is a first for us in the gaming sector,” said Jesse Dylan, CEO of GLN. “We will help game producers better monetize their user base, while accessing an entire segment of people that are otherwise unavailable to advertisers. This sector could represent millions of incremental ad impressions to our platform annually.”

Anthony Brown, CEO of AMPD commented, “Adding GLN’s advertising technology to our infrastructure will be a game changer. Game studios and infrastructure clients can use the GLN technology to quickly and easily add premium quality advertising to their games at the click of a button.”

AMPD’s partners include Microsoft Corporation, Lenovo Group Ltd, VMware and Dell EMC

The GLN Story

GLN is a patent pending machine learning programmatic video advertising technology company that does not collect PII (Personal Identifiable Information).  GLN serves millions of online video ads daily 3 times faster than IAB (Interactive Advertising Bureau) standards through multiple server to server integrations with both publishers and advertisers. GLN is headquartered in Vancouver, Canada with offices in the US and UK.

Digital ad revenue rose by 16.8%, more than double TV’s in January of 2018 according to Forbes Magazine.

GLN trades on the TSX Venture Exchange under the stock symbol “GOOD” and The Frankfurt Stock Exchange under the stock symbol 4G5.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.

Forward Looking Statements:

Forward-looking statements relate to future events or future performance and reflect the expectations or beliefs regarding future events of management of GLN. This information and these statements, referred to herein as “forward‐looking statements”, are not historical facts, are made as of the date of this news release and include without limitation, statements regarding discussions of future plans, estimates and forecasts and statements as to management’s expectations and intentions with respect to AMPD. These statements generally can be identified by use of forward-looking words such as “may”, “will”, “expect”, “estimate”, “anticipate”, “intends”, “believe” or “continue” or the negative thereof or similar variations. These forward‐looking statements involve numerous risks and uncertainties and actual results might differ materially from results suggested in any forward-looking statements. Important factors that may cause actual results to vary include without limitation, risks relating to Gaming Industry, AMPD and general economic conditions. In making the forward‐looking statements in this news release, the Company has applied several material assumptions, including without limitation that the AMPD implementation will be successfully completed in the time expected by management and its commercial agreement with AMPD will produce the desired results, generate the anticipated revenue and expand GLN’s global reach per management’s expectations. GLN does not assume any obligation to update the forward-looking statements, or to update the reasons why actual results could differ from those reflected in the forward looking-statements, other than as required by applicable securities laws. Additional information identifying risks and uncertainties is contained in GLN’s filings with the Canadian securities regulators, which filings are available at www.sedar.com.

SOURCE Good Life Networks Inc.

View original content: http://www.newswire.ca/en/releases/archive/October2018/31/c2974.html

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With State Media Group Integration, Good Life Networks Inc. $GOOD.ca Achieves Annual Target Ahead of Forecast $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 8:36 AM on Wednesday, October 24th, 2018

Glnlogo black 11

  • Announced a commercial partnership with State Media Group LLC. (“State Media Group”), a Los Angeles based company
  • GLN’s integration with State Media Group expands GLN’s global reach through the monetization of their custom ad units across thousands of premium publishers
  • This integration represents the 30th and final to be completed this year
  • GLN will exit the year with 47 total integrations

VANCOUVER, Oct. 24, 2018 – Good Life Networks Inc. (“GLN “, or the “Company “) (TSX-V: GOOD, FSE: 4G5), a Vancouver-based programmatic advertising technology company is pleased to announce a commercial partnership with State Media Group LLC. (“State Media Group”), a Los Angeles based company.

GLN’s integration with State Media Group expands GLN’s global reach through the monetization of their custom ad units across thousands of premium publishers. This integration represents the 30th and final to be completed this year. GLN will exit the year with 47 total integrations.

“Our team is pleased that we have attained our target of 30 completed integrations for the year, two months ahead of schedule,” stated GLN CEO Jesse Dylan. He added “We are well positioned to maximize Q4 revenue, which is typically our strongest performing quarter.

Scott Stevenson, CEO and Founder of State Media Group added, “Working with GLN helps us provide the maximum return to our publishers who are using our custom ad units across video, in-app, mobile web, CTV and native formats. We look forward to continuing to expand this relationship over the coming months.”.

The GLN Story

GLN is a patent pending machine learning programmatic video advertising technology company that does not collect PII (Personal Identifiable Information).  GLN serves millions of online video ads daily 3 times faster than IAB (Interactive Advertising Bureau) standards through multiple server to server integrations with both publishers and advertisers. GLN is headquartered in Vancouver, Canada with offices in the US and UK.

GLN trades on the TSX Venture Exchange under the stock symbol “GOOD” and The Frankfurt Stock Exchange under the stock symbol 4G5.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.

Forward Looking Statements:

Forward-looking statements relate to future events or future performance and reflect the expectations or beliefs regarding future events of management of GLN. This information and these statements, referred to herein as “forward‐looking statements”, are not historical facts, are made as of the date of this news release and include without limitation, statements regarding discussions of future plans, estimates and forecasts and statements as to management’s expectations and intentions with respect to State Media Group. These statements generally can be identified by use of forward-looking words such as “may”, “will”, “expect”, “estimate”, “anticipate”, “intends”, “believe” or “continue” or the negative thereof or similar variations. These forward‐looking statements involve numerous risks and uncertainties and actual results might differ materially from results suggested in any forward-looking statements. Important factors that may cause actual results to vary include without limitation, risks relating to the integration with State Media Group and general economic conditions. In making the forward‐looking statements in this news release, the Company has applied several material assumptions, including without limitation that the State Media Group partnership will be successfully completed in the time expected by management and its commercial agreement with State Media Group will produce the desired results, generate the anticipated revenue and expand GLN’s global reach per management’s expectations. GLN and its affiliates and subsidiaries do not assume any obligation to update the forward-looking statements, or to update the reasons why actual results could differ from those reflected in the forward looking-statements, other than as required by applicable securities laws. Additional information identifying risks and uncertainties is contained in GLN’s filings with the Canadian securities regulators, which filings are available at www.sedar.com.

SOURCE Good Life Networks Inc.

View original content: http://www.newswire.ca/en/releases/archive/October2018/24/c7037.html

[email protected]

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What Advertisers Want to Know About #Programmatic #Adtech $GOOD.ca $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 2:17 PM on Tuesday, October 9th, 2018

Programmatic advertising is arguably the most important trend in advertising that is a necessitating a root and branch reformation of every tier of the media industry.

Research firm eMarketer asserts that $46 billion in ad dollars will be spent using such technologies in 2018 and that more than 82 percent of U.S. display ad spend will be purchased using programmatic technologies by 2020.

However, some of the biggest names in marketing are already calling out opaque practices of the ad-tech sector meaning serious questions must be answered. The IAB, in its role to educate, has attempted to shepherd advertisers with a program of conferences and advisory studies.

Adweek caught up with some on-stage presenters at its recent invitation only Programmatic Brand Summit to gauge what advice decision makers are heeding. Top among concerns were questions over in-housing, data and pricing transparency along with improved measurement capabilities as buyers prepare to reduce their number of trading partners.

How can I measure what matters, and should I go at it alone?

Javier Pérez Moiño, managing director, Europe and Latam, of Accenture Interactive’s programmatic services division, said marketers are paying more attention to programmatic as they want to understand the impact of their activity on real business outcomes.

This involves dispensing with outdated metrics such as average CPMs or clickthrough rates (CTR) in favor of more performance-based results, such as whether an ad led to a sale or qualified lead.

“For years marketers were relying on their media agencies to provide them with a report, whether they could understand it or not, but now they are starting to ask what technology they need to achieve their business goals,” he said.

Per Pérez Moiño, this involves developing entirely new skill sets, such as data science, etc., and that such an introspection would involve advertisers reconsidering their relationships with media agencies, aka in-housing.

He asserted that depends on the aims of the individual advertiser, adding that organizations—and not just their marketing departments—need to understand the implications of such a seismic move, including how they source staff with the necessary skills.

The skill sets of programmatic media traders and data scientists—such as analyzing bidding patterns and data modeling media outcomes—are not easy to come by but those brands that work with the right partners can markedly improve the performance of their media spend, he added.

Pérez Moiño also notes that remodeling a relationship between a media agency and an advertiser often involves the shift from a fee-based remuneration model—where agencies are rewarded as a percentage of media spend—to a more straightforward service model.

“Everyone knew what was going on beforehand with things like arbitrage,” he adds. “Now we see many people are moving from a fee to a service.”

What am I buying and why?

Increased transparency means the shady tactics that characterized the early days of programmatic are “less overt than it used to be,” according to Ari Paparo, CEO of Beeswax.

Industry veteran Paparo runs a demand-side platform (DSP) that lets advertisers customize their bid activity in ad auctions, and said that brand-side marketers ideally want to know how much of their media budgets are consumed by middle men.

The more erudite marketers are seeking “algorithmic transparency” by starting to probe beyond the well-established concerns over the relationships between buy- and sell-side players (especially ad-tech players that offer both types of services) and the potential conflict of interests this can raise.

This includes questioning the practices of some of the industry’s largest names with Paparo invoking the oft cited criticisms of Google’s ad stack, which is often labeled as a “black box”–albeit Google moved to address such concerns recently–but doubts remain.

For instance, Google algorithms uses pooled data—if Coke works with Google, part of its data is going to Pepsi, and vice versa. The data is pooled and somewhat anonymized, then fed back to clients.

Another a common complaint among those using the DSP within Google Ads Manager (formerly known as DoubleClick DBM) is that it allocates a disproportionate amount of their spend to the online giant’s ad exchange AdX.

“So is that transparency? If you don’t know what margin AdX is taking, you have a real open question about whether you know what you’re buying, and why you’re buying it,” added Paparo.

How can I improve my supply strategy?

Chris Kane, president of programmatic media consultancy Jounce Media, reports that advertisers are asking how to rationalize their supply strategy.

Historically, advertisers have relied on DSPs to fulfill this function but increasingly marketers are taking more ownership of such activity. Concerns over oblique practices such as second-price auctions and bid caching highlight the need for increased scrutiny.

The emergence of header bidding—a comparatively new way for publishers to collect ad auction bid requests to improve their revenues—and the supply-path complexity it creates means marketers now need to pay attention, added Kane.

Another question is more of a tactical nature, whereby media buyers ask suppliers for guarantees as they rationalize the number of supply-side platforms (SSP) or ad exchanges they work with.

The emergence of header bidding means that many publishers offer the same ad impression through a number of different ad exchanges. “And I’m not talking about like two, I’m talking about like 10,” said Kane.

He believes this presents buyers with an opportunity, claiming that many are slashing the number of ad exchanges they trade with. In some cases this cut can be as drastic as reducing the number of ad exchanges from upwards of 50 down to single digits, and many are using this as leverage for extra assurances from their suppliers.

Common assurances that ad exchanges are likely to offer include commitments around auction and data transparency as well as cost incentives.

“Principles-based” incentives could include agreements whereby an ad exchange provides detailed information on the mechanics it applies in an ad auction, such as how it chooses winners or the order in which it calls for bid requests, as well as notifying them on changes to said methodologies.

“Even further than that would be some kind of financial incentive … but I have not seen any evidence of that happening but it wouldn’t surprise me.”

Should I rein in my programmatic spend?

Lauren Fisher, principal analyst at eMarketer, said such concerns are leading sophisticated media buyers to seek “more private, one-to-one setups.”

This includes reducing their reliance on auction-based programmatic media trading through ad exchanges, aka real-time bidding (RTB), in favor of more direct deals with premium publishers, aka programmatic direct.

In 2020, U.S. advertisers will spend $42.6 billion on media via programmatic direct, representing 61.8 percent of all automated spend, while RTB spend, totaling $26.3 billion, represents the rest.

“By 2020, more than four of every five ad dollars U.S. advertisers allocate to digital display ads will be spent via private marketplaces or programmatic direct deals–not the open markets,” she said.

However, advertisers’ quest for more control could equally benefit larger platform players such as Facebook, Google and Twitter, according to Fisher, as their vast banks of first-party data and tech credentials can assure some marketers. Ultimately, it just depends on whose sales pitch they accept.

So just who will win out?

Opinion remains divided as to which parties will win out over such dilemmas. Will scaled advertisers’ patience with large platforms wear thin? Will they favor the more bespoke services of independent ad-tech providers?

Source: https://www.adweek.com/programmatic/what-advertisers-want-to-know-about-programmatic/

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INTERVIEW: How Good Life Networks $GOOD.ca serves video ads without using personally identifiable information $TTD $RUBI $AT.ca $TRMR $FUEL

Posted by AGORACOM-JC at 1:27 PM on Wednesday, October 3rd, 2018

Jesse Dylan, CEO & Director of Good Life Networks, discusses how their technology platform for ads creates brand safety by not using PII.

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