Programmatic Industry Must-Reads: June

The Rivr Monthly Programmatic Industry Must-Reads.

Our monthly post includes a recap of the latest programmatic industry news.

1. Surviving the tech tax: how to get the most from your working media – The Drum

“Buying and selling media in today’s landscape is ostensibly easy. By 2020 it’s estimated that advertisers will spend approximately $98bn on buying programmatic advertising, which represents 68% of their expenditure on digital media. At a glance, the industry is thriving, but under the surface of big budgets and splashy ads comes a new reality for advertisers as each dollar of their ad spend travels down the ad buying supply chain — how hard is their working media actually working?

2. ‘Dramatically different now than a year ago’: Programmatic buying for digital billboards is growing – Digiday

It has become easier to buy ads programmatically for digital billboards and other out-of-home ads over the past year, thanks to more widely available programmatically enabled digital screens.

Both demand-side and supply-side platforms are recognizing the potential of the technology, and the influx of digital OOH placements over the last decade has buoyed this shift, as media owners like Lamar, Clear Channel and others have made significant investments to transition media placements from static to digital.

3. It’s The Data, Stupid – MediaPost

As the rate of expansion of programmatic media-buying begins to decelerate, the focus is shifting to how vs. how much. That’s the conclusion of the 2019 edition of the latest edition of Magna’s semi-annual “Programmatic Report.”

Yes, the report continues to size the growth of the programmatic marketplace, noting that while it continues to expand at double-digit rates, it will only expand 18% this year vs. multiples of that only a few years ago.

4. Amazon Bid for Sizmek Countered by Ycor: No Longer The Rise of the Triopoly? – Exchangewire

“Whilst Facebook does have extremely powerful data resources within its own walled garden, it has not been able to carve out its own space in the programmatic market, having shuttered their ad exchange (FBX), their video SSP (LiveRail), and ad server (Atlas), all in 2016. This has left Google with virtually free reign in the programmatic space, with the lack of competition benefiting nobody, other than Google themselves.

5. What Buyers Must Know About Google’s Auction Updates: A Publisher’s Perspective – Adexchanger

There has been a lot of noise about the upcoming updates to Google’s auction dynamics, including the practical details of what’s changing and the reactions of publishers. While simplification for publishers is the stated goal, this reset of the programmatic landscape also has several implications for advertisers to consider.

Revisiting the bidding strategy in a first-price world is an obvious need, but there are also indirect impacts on assessing the best inventory pathway, laddering up to the role of the demand-side platform (DSP). Let’s consider each of the major changes and what advertisers need to know.

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