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3 Takeaways from Programmatic IO April 2018

AdExchanger's Programmatic I/O is the world's largest gathering of the data-driven marketing ecosystem. It is a semi-annual event, and this time around, was held in San Francisco on April 10th and 11th, as nearly 3000 professionals and experts shared stories and insights about their experiences with programmatic media and advertising, from both the buyer and seller-side of the equation.

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Emerging Trends in Advertising: Programmatic Audio Advertising

As any ad sales or ad tech professional knows, the demand for programmatic ad inventory has been rising on a number of different platforms. And with Pandora's most recent news, it's evident that audio platforms are now taking full advantage of the process, as well. Pandora will now, for the first time, offer a private marketplace (PMP) for programmatic audio advertising, something that many considered a long-time coming. While, the audio industry does not always receive the same amount of coverage as other formats in relations to programmatic advertising, Pandora's full buy-in could change that.

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Brand Safety: What is the Agency Telling Your Client?

In 2017, many questions arose regarding advertisers and the content they're surrounded with. Some brands saw their ads running alongside unsavory content, and so the discussion of brand safety in programmatic advertising began to gain much more traction.

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MediaRadar’s Programmatic Advertising Dictionary

In previous posts, we mentioned that a comprehensive understanding programmatic advertising can be difficult to attain.

One of the reasons for this difficulty is that programmatic utilizes a lexicon of terms seldom seen elsewhere.

It's vital for publishers to fully understand the benefits and process of programmatic, however.

Despite some brand safety concerns along the way, programmatic advertising still presents a more efficient way to buy and sell online ad space - and it will only continue to evolve.

In an effort to further breakdown the process and make it as digestible as possible, we have compiled a list of definitions to take with you moving forward - or perhaps back to our previous posts.

Knowing the specifics of each word can make the process in its entirety much easier to grasp.

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Understanding Programmatic: Choosing your Price Floor

While it’s very important for publishers to understand how header bidding works, it’s equally as important that they understand how to make it work for them.

In our previous posts, we did our best to simplify the process of programmatic advertising.

We first covered the traditional process of waterfalling, then moved through the innovation of header bidding.

If you’ve yet to read those posts, we suggest that you start there before reading any further.

After reading our previous posts, you might be thinking, "all of this talk of price floors... But how do I know what my price floor should actually be?"

That’s an important question to keep in mind. Header bidding is a very innovative process, but publishers can only truly maximize their return if the process is implemented correctly.

 

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Understanding Programmatic: Header Bidding

Header bidding is the latest advancement in the world of programmatic advertising.

It expands upon the traditional “waterfalling” method with an even more efficient process that better maximizes the value of ad inventory for publishers.

If you’re not sure what waterfalling is or how it works, we suggest you read our previous post before going forward.

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The Beginner’s Guide to Programmatic Advertising

In every field, every industry, and in almost every way, the world keeps moving more towards automated processes.

For publishers filling online ad space, the introduction of automation has presented an efficiency previously not available. It better optimizes ad space, with more stable placements, less wasted inventory, and higher guaranteed return on that inventory.

 

Hands-On Ad Buying

Prior to automation, publishers would see a great deal of their ad inventory go to waste. In essence, it took more time for them to fill less ad space.

Before the introduction of automation, ad buying was a human-based process.

For any single ad placement, a buyer and salesperson had to come together, discuss, negotiate, and agree on a deal. This included manually filled-out RFPs and insertion orders.

Manual paperwork and human negotiations, as you could imagine, took up a lot of time for both ad buyers and sellers.

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Programmatic Native: The Next Step in Display Advertising

So what is Programmatic Native?

Programmatic Native allows you to better integrate with your audience’s viewing patterns.

 

In a symbiotic union of display, native, and programmatic, programmatic native allows brands to control more of their messaging, while simultaneously producing in-feed advertising.

 

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Who Can You Trust: Buy-side success in the wake of brand safety

When The Times published their investigative findings on brands appearing next to extremist, racist, religious, and/or politically inflammatory content on Youtube, it sent shockwaves through the digital ad landscape.

For a long time, programmatic advertising has been the wizard behind the curtain, ensuring ads were placed in the Land of Oz (the internet).

Transparency was low, and metrics murky, but for many advertisers, eyeballs were eyeballs - as long as they were reached, the job was done.

The ad crisis changed things dramatically.

 

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