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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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.

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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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Projected Rise of Programmatic Direct

MediaRadar’s recent report on Consumer Advertising Trends, showed a 12% decrease in the number of programmatic advertisers Q1 YOY (2016-2017), from 45,008 in 2016 to 39,415 in 2017.

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2017 Programmatic TV Summit – Highlights & Video

The way consumers view television is changing. This should come as no surprise, especially considering the recent troubles ESPN faced in regards to cord cutters. With more and more viewers moving to OTT, advertisers are facing a challenge, how to optimize marketing efforts to reach migrating audiences. One potential solution is programmatic buying and selling across platforms. This year’s Programmatic Summit at the Stewart Hotel in NYC endeavored to identify the necessary steps in adapting and adopting programmatic in the TV and OTT realm. MediaRadar’s CEO led a panel of National TV and Video Sellers regarding just how this process will work. The panel included:

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