The current programmatic media ecosystem is “rife with waste” to the tune of $13 billion and maybe as much $20 billion according to a new study by the Association of National Advertisers. The organization issued what it called a “first look” Monday of a more in-depth study that will be issued later this year. And the report lays much of the blame for inefficiencies in the programmatic arena on the advertisers that use it, saying that they too often put cost ahead of value and more generally fail to exercise proper stewardship over investments in the space.
Comscore said it has launched a new division, Proximic by Comscore, dedicated to programmatic targeting. Previously known as Comscore’s activation team, the new unit’s capabilities can be accessed by clients through Basis Technologies, LiveRamp, SXM Media’s AdWizz, Xandr’s Invest DSP and Yahoo.
FreeWheel, Magnite and Xandr enable buyers — starting with GroupM — to transact on linear, digital inventory.
Disney Advertising and The Trade Desk said they made a deal that will make Disney’s addressable advertising more widely available via programmatic channels. The companies will also be collaborating on audience data, with Disney’s Audience Graph being integrated with Unified ID 2.0, the open source identity framework being championed by The Trade Desk.
AT&T today said it’s agreed to sell its global programmatic advertising marketplace, Xandr to Microsoft. It said the agreement builds on a decade-long relationship between Xandr, including its predecessor companies, and Microsoft in the sector.
Exclusives
The move will let advertisers across the nation to programmatically buy display and OTT ads through Amazon DSP and analyze their campaign performance.
The combined companies will be a big player in the fast-growing programmatic connected TV marketplace. Combined, CTV net revenue would have been $42 million in the fourth quarter of 2020, up 34% from the third quarter, and represents 67% of their combined fourth quarter net revenue.
Samsung Ads, the advanced TV advertising unit of the TV set manufacturer, is launching Samsung DSP, a self-serve demand-side platform. The platform will give programmatic buyers access to exclusive CTV inventory, as well as offering targeted audiences and data from across 45 million households.
Advertising rebounded in April — at least on connected televisions — as the initial wave of public service-driven advertising ebbed and brands began to take advantage of the rise in screen time in quarantine. Programmatic ad transactions on CTV rose 40% between April 5 and May 11 after falling 14% during March, according to research from Pixalate.
Rupert Murdoch’s News Corp said Monday that it has agreed to sell London-based programmatic video advertising platform Unruly to Israel-based, London-listed Tremor International. News Corp will not get any cash, but a 6.91% stake in Tremor under the proposed deal.
When the concept of programmatic advertising was emerging in 2007, there were high hopes for its transformative power in advertising. Now, after years of development, the industry has major concerns about what the next decade holds for this technology. If programmatic falls short of its promise of precision, automation, effectiveness and data enrichment, the advertising ecosystem that has capitalized on its growth could face severe consequences.
Programmatic trading continues to grow — exceeding $100 billion for the first time in 2019 and rising to $127 billion in 2020 and $147 billion in 2021, according to a new forecast from Publicis Groupe media agency Zenith.
Nearly two-thirds (62.6%) of senior ad industry execs on both the supply and demand sides of the business believe programmatic technology will be the underpinning of data-driven marketing in the future, according to findings of a study released this week by the American Association of Advertising Agencies.
ITV next February will start to sell its video-on-demand programming to advertisers in the same, automated way they buy video from the likes of YouTube and Facebook. The arrival of the commercial broadcaster’s addressable platform comes almost a year after it struck a deal to use ad tech vendor Amobee to sell its ads in online auctions.
Kubient, an end-to-end, programmatic, audience advertising platform, today named Peter Bordes chief executive officer and Chris Andrews chief digital officer, effective immediately. Both Bordes and Andrews join Kubient with a […]
SpotX has inked a deal with Syncbak to connect its digital advertising platform to Syncbak’s AdSync proprietary dynamic ad insertion solution. Syncbak is also leveraging SpotX for its programmatic ad decisioning layer and ad serving technology.
Backed by a consortium of major TV station groups, PremiumMedia360’s automated TV advertising platform is now available to 320 TV stations. The TV Interface Practices Initiative (TIP) consortium is backed by TV station groups Hearst Television, Nexstar Media Group, Raycom Media, Sinclair Broadcast Group, Tegna and Tribune Media.
The Interactive Advertising Bureau on Wednesday will announce the launch of a training course for digital media buyers and sellers seeking expertise in programmatic advertising technology. The intensive educational course will be taught in person and online by industry executives at LiveRamp, CBS Interactive, Pandora — all with advanced experience and knowledge on the topic.
Samba TV is rolling out a self-serve platform integrating Samba’s data to let advertisers buy for TV audiences programmatically. Audience Platform users can access Audience Discovery, Samba’s proprietary planning analysis, and Audience Manager, a feature that allows Audience Discovery results to be divided by segment generation and rapid syndication to any Demand Side Platform (DSP) for programmatic activation.
The company says this is evidence of the growing popularity and wide acceptance of programmatic TV advertising.
Brand safety concerns are having an impact on programmatic buys. According to ad tracker MediaRadar the number of brands running programmatic ads this year from January through July dropped 2% compared to the same period a year ago.
Programmatic advertising technology still has inroads to pave for both national TV and local spot markets. But with the recent announcement that Target has signed on for NBCUniversal’s self-serve marketplace for national ad inventory, programmatic took a big leap forward.
Programmatic Not A Dirty Word Anymore
Advertisers and their agencies are attracted to automated platforms because of the data analysis features that allow them to get better value from their buys. “The task for broadcast stations and the companies that serve them is about how to build a framework on top of legacy systems” so that the process of buying spot television is much easier than it is today, says SintecMedia’s Lorne Brown.
The impact of programmatic media buying and automated digital advertising on brand reputation, consumer perception and customer trust will continue to present major challenges for the advertising industry in the coming year. “We’re all trying to solve the problem of where did the trust go,” said Liz Miller, VP of marketing at the CMO Council. “The metrics we used to call successful, we don’t necessarily trust anymore.”
Target has signed on as a launch partner for NBCUniversal’s self-serve programmatic linear TV offering. The deal, which the companies say is the first of its kind, will give Target access to NBCU’s entire linear TV inventory for audience targeting by the retail store chain.
In an important endorsement of the TrustX initiative launched earlier this year by digital publishing trade group Digital Content Next, the Association of National Advertisers is throwing its full weight behind the program to help facilitate trust and transparency in programmatic media buying.
Through the deal, Fox Television Stations will offer programmatic advertising via an open marketplace for Fox-controlled inventory, as well as collaborate with agencies in a direct sales model.
Videa, a “supply-side” programmatic marketplace for local TV advertising owned by Cox Media Group, this morning announced an important “demand-side” integration, plugging into Strata, a software and systems provider enabling ad agencies to plan and buy a variety of media. As part of the integration, the companies said media buyers will be able to to purchase VIdea’s inventory of “full-schedule, local TV advertising” directly via Strata’s agency media-buying workflow software.
BIA/Kelsey forecasts local video ad spending will grow by $5 billion by 2021. Its new study examines the economic potential of local programmatic TV alongside the growth of the local video ad marketplace and features interviews with a panel of industry experts.
While programmatic has largely centered around ad buying and targeting so far, it is finally touching advertising’s creative side as well. Mike Shields looks at rising signs of “programmatic creative” accelerating in the marketplace.
What’s Next in Programmatic Advertising?
Mitch Oscar and Brad Smith outline strategies and advances in automated media buying platforms. Using this burgeoning technology, they say, will help drive the television industry, but it requires the support of all active participants in the TV advertising space, including aggregators and automated platform providers.
