Programmatic Industry Must-Reads: May
,

The Rivr Monthly Programmatic Industry Must-Reads.

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

1. Publishers Must Optimize Accordingly To Meet Buyers Heading For The Open Market – AdExchanger

“While programmatic buying strategies and buzzwords du jour change, one fact remains constant: Every impression counts.

The buyer emphasis on achieving the best possible campaign performance at the lowest possible rate remains. For a long time, buyers gravitated toward deals – preferred deals , private auctions, programmatic guaranteed – while ignoring the value of the occasionally wild west-esque open market.

That may have led to some successful campaigns, but publishers need to help buyers consider the bigger picture.”

Publishers Must Optimize Accordingly To Meet Buyers Heading For The Open Market – AdExchanger

2. Video Will Account for Almost Half of Programmatic Spend This Year – eMarketer

“US marketers will spend $29.24 billion on programmatic video this year, which accounts for 49.2% of all US programmatic digital display ad spending. For the next few years, we expect the portion of programmatic spend that goes to video to remain steady.”

Video Will Account for Almost Half of Programmatic Spend This Year – eMarketer

3. NAI Bans Behavioral Targeting Of Users Under 16 – MediaPost

“Trends come and trends go, but then again, the more things change the more they stay the same. Or is that everything that’s old is new again? Oh, forget it. What really matters here is that as digital media changes, what worked yesterday isn’t necessarily going to work today, but it just may work tomorrow. But what I’m really saying is that ad ops and revenue folks need to be extremely flexible in their thinking when it comes to both long-term planning and strategizing, as well as in the day-to-day. And that’s not just about surviving in digital media, it’s about thriving.”

NAI Bans Behavioral Targeting Of Users Under 16 – MediaPost

4. Confessions of an ad tech executive: ‘Rebates are symptomatic of ad tech’s race to the bottom’ – Digiday

“Procurement-driven cost cuts in advertising may have an unintended side effect: Cheaper commissions and limited incentives have prompted ad tech vendors to get creative in how they make that money back on such low-margin deals.

In the latest installment of Confessions, in which we exchange anonymity for candor, an ad tech executive said there are vendors that get kickbacks from data vendors in exchange for getting more of their clients to use their data.”

Confessions of an ad tech executive: ‘Rebates are symptomatic of ad tech’s race to the bottom

5. Digital Ad Fraud: How the Money Flows – Exchangewire

“Whilst the problems associated with ad fraud are well documented, the mechanisms by which malicious players act, along with how it is possible for the money to flow from legitimate sources to hackers, is discussed less frequently. To that end, in this exclusive article for ExchangeWire, Dr Augustine Fou, independent ad fraud researcher, discusses how the money flows to the advertising conmen.”

Digital Ad Fraud: How the Money Flows – Exchangewire
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