Programmatic

The adtech industry is too focused on metrics that don’t really matter to its customers and needs to shift its focus to get stronger buy in from senior marketing leaders. To convince CMOs to invest more in programmatic, it is important to map to overall business outcomes as well as

Brands in digital TV have a tendency to overcomplicate things for advertisers. They feel the need to use certain technologies just because they are available, according to Patrick Darcy, CEO at Cadreon. He said, “an advance in technology — certainly programmatic, data or addressability — because there’s changes in technology,

Nine is raising the stakes on viewability, offering to price and trade all its BVOD and short form video based on cost per completed view. That means advertisers will only pay for views that have a 100 percent completion rate.  During the annual Nine Upfronts, the media company said it

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GumGum, an artificial intelligence company specialising in solutions for digital advertising, has appointed experienced industry executive Grant Bingham as sales director, ANZ. Bingham was most recently commercial partnerships director at Pacific Magazines and has worked at Nine Entertainment as director of programmatic sales. Sign up to Which-50’s Digital Marketing Newsletter

For The Economist, podcasts serve the dual purpose of helping attract and retain subscribers, while the audio advertising pays enough to cover the production costs. Like many global business publications, in recent years The Economist has shifted away from a reliance on advertising to growing subscription revenue. It also recently

AT&T Communications and Xandr, AT&T’s advertising business, announced that AT&T will consolidate its programmatic advertising spend on the open exchange through Xandr’s Demand-Side Platform (DSP), the AppNexus Programmable Platform (APP). This news marks a five-year milestone in the relationship between AT&T and AppNexus, and a new level of synergy between

Adtech company Taptica will acquire RhythmOne for US$176 million in an all-stock deal, pending shareholder approval. RhythmOne provides cross-screen solutions focused on connected TV (CTV). The combination of RhythmOne and Tremor Video DSP, which Taptica acquired in August 2017, will create one of the leading independent video advertising companies in

ad fraud

Australia has the third highest rate of programmatic ad fraud in the world, according to a new report, which claims the rate of fraudulent programatic ads is 20 per cent. Sign up to Which-50’s Digital Marketing Newsletter Mobile app ads are the riskiest form of advertising and the problem is

maze strategy plan solution

Many marketers who are new to the programmatic world can fall into the trap of believing the machine will do all of their work for them. Not so. In truth, marketers still need to develop strategies to best leverage the programmatic infrastructure that they and their partners have put in

advertising programmatic data analysis technology

In a generation digital marketing has evolved to become the primary way many brands run their campaigns all over the world. But none of it would be possible without the underlying technology infrastructure that has subsequently developed around programmatic advertising.  To practitioners the language of programmatic may well be second