Programmatic

The Programmatic Advertising Report: Mobile, Video, and Real-Time Bidding Will Catapult Programmatic Ad Spend

Programmatic platforms are on pace to fundamentally reshape the entire digital advertising landscape.


These platforms are automating much of the ad buying and selling process and increasing the accuracy of execution. Programmatic technologies are helping ad buyers find the right audience at the right price at the right time.

Here are some of the key takeaways from the report:

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Read more: http://www.businessinsider.com/the-programmatic-ad-report-2014-7#ixzz37e0CkPtg

Source: www.businessinsider.com

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The next big ad-tech disruption: Not RTB … and maybe not even Google or Facebook

Nanigans CEO Ric Calvillo talks to a lot of ad-tech analysts. Every time he asks them what the biggest disruption in the advertising technology space is, they say RTB, or real-time bidding.

But that’s actually much smaller than another, much bigger phenomenon, one that potentially threatens the entire ad industry.

“RTB is only $4-5 billion,” says Calvillo, referring to the exchanges that sell millions of ads per minute in hyper-efficient automated bidding mini-wars for real-time ad delivery via the web or mobile apps. “The online global ad market is about $100 billion … and between Google, Doubleclick, YouTube, and Facebook, direct-to-client ad sales via self-serve total about $20 billion.”

“So 20 percent of the market has been sucked out of the ecosystem.”

The ecosystem Calvillo is talking about, of course, is the ad-reselling ecosystem, which is increasingly occupied by a sometimes-bewildering mix of third parties that are middle-men between advertisers and publishers: supply-side networks, demand-side networks, ad resellers, real-time exchanges, and hundreds of specialist companies occupying dozens of niches in the big market of creating demand and selling stuff.

Source: venturebeat.com

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‘Programmatic Buying Killed Us’

 “Programmatic buying killed us,” said Jill Jack in an interview the week after she closed down National Spot Sales Representative, Inc. (NSSR), the last remaining independent television and radio national sales representative company.

ABC, CBS CBS 0%, FOX and NBC’s TV station representative divisions and Clear Channel’s Katz Media Group all shut down their operations a year earlier, leaving NSSR struggling with only 5% of all TV and radio inventory sold on a direct, guaranteed basis.

“With so little inventory sold non-programmatically, we couldn’t survive,” Jack said. “There weren’t any buyers left because all the agencies used their own or independent trading desks, so we had to call direct on small- and medium-sized businesses that typically made us call on their Purchasing Departments.”

Source: www.forbes.com

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