United States and United Kingdom Lead World In Programmatic Maturity, WFA Study Finds

The United States and United Kingdom are dominating in programmatic innovation, but Germany could be the next big player in the space, according to a study released Thursday from the World Federation of Advertisers (WFA). The WFA analyzed 13 countries with significant ad markets. The group looked at programmatic spend per capita, amount of privateContinue reading »

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How Direct Deals Are Evolving In The Age Of Programmatic

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Erik Requidan, vice president of programmatic strategy at Intermarkets. In a recent podcast, Chris Kane explained three ways that buyers navigate the complex programmatic supply landscape. The hardest: direct-to-publisher integrations. Some of the biggest names in mediaContinue reading »

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Zenith Forecasts Slower Programmatic Media Growth As Data Costs Go Up

Global programmatic advertising will grow by more than $13 million next year and the year after, but its growth rate has stalled and it’s making slower-than-expected headway in taking share from non-programmatic media, according to Zenith’s 2018 Programmatic Marketing Forecast published Monday. Programmatic display advertising will clear $70.2 million this year, according to the report,Continue reading »

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Linear: An Overlooked Opportunity In The Evolving DSP Landscape

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ramsey McGrory, chief revenue officer at Mediaocean. With The Trade Desk’s market cap at $5.25 billion (Stock: TTD) and MediaMath’s valuation topping $1 billion following its last funding round, leading traditional demand-side platforms (DSPs)Continue reading »

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Hearts & Science Calls To Replace First-Price Auction With Reformed Second-Price Model

The switch to first-price auctions last year is causing programmatic buyers to pay more, according to research from media agency Hearts & Science. In one test, a first-price auction drove CPMs up by more than 50%. The Omnicom agency wants programmatic to create “clean” second-price auctions to remove the premium that buyers pay. It doesn’tContinue reading »

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One Year In, The BuzzFeed Exchange Deepens The Publisher’s Programmatic Offering

One year after first launching programmatic ads, BuzzFeed is doubling down with BuzzFeed Exchange, a formal expansion of its programmatic product offerings. BuzzFeed’s inventory has grown to 3 billion impressions a month, up from the  1 billion impressions a month it offered when it debuted programmatic ads a year ago. The BuzzFeed Exchange aims toContinue reading »

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The Trade Desk Is Flying High. Can It Last?

When The Trade Desk IPO’d in September 2016, it nearly doubled its own value projection and quickly became a $1 billion company. Fast-forward two years and the company’s market cap sits at around $6 billion. The question for many analysts and ad tech observers is: How long can this ride last? Investors have pumped aContinue reading »

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SpotX Partners With Dentsu’s CCI to Bring Its Tech to Japanese Broadcasters

SpotX has teamed up with Dentsu’s Cyber Communications Inc. to make its video ad-serving platform available to domestic broadcasters in Japan, the company said Monday. Since almost all publishers in Japan work with CCI-affiliated companies to buy ads, the move will give SpotX access to the Japanese market. CCI is a digital-focused subsidiary of DentsuContinue reading »

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The Trade Desk Surges On Record Revenue – With No Sign of GDPR Slowdown

The Trade Desk recorded revenue of $112.3 million in Q2 2018, a 54% increase from the same period last year, according to the company’s earnings report released Thursday. That growth rate is identical to 2017’s annual growth rate, and the company’s retention rate topped 95% for the 18th consecutive quarter. On the company’s earnings call,Continue reading »

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Podcast: How To Build A Brand In Programmatic

AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. This episode of AdExchanger Talks is supported by Tealium. Programmatic may have cut its teeth as a direct response medium, but advertisers are also starting to embrace it for upper-funnel campaigns. However, if branding is your goal, the rules of engagement are different. This week on AdExchangerContinue reading »

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