Over the past few years the rise of digital advertising has encouraged a short-termist approach to marketing, where the focus is delivering information to audiences at the lowest possible cost, without sufficiently considering whether it will effectively drive the required brand outcomes. Digital has accelerated the direct response market where instant performance metrics are more […]
Second-price auctions have been the unquestioned auction model in online advertising since the rise of Google paid search. However, as recent reports have demonstrated, they have rapidly been giving way to first-price auctions in many programmatic ad exchanges.
Inspired by the 2018 IAB ALM, in which the key takeaway for publishers, brands and technology partners need to focus on trust and transparency for quality storytelling, we queried key decision-makers from our 1,200 agency client base to understand how they embrace programmatic in their efforts to connect marketers and their brands, to consumers.
First thing’s first: I love the candor of AdMonsters conferences; nothing to be gained by blowing smoke up each other’s supply chains. Last week was no different and key learnings abounded. I was honored to moderate a panel at AdMonsters Ops NYC where I was joined by Eyal Ebel, SVP, Programmatic Revenue at Univision; Diego Sanchez, Head of Digital Partnerships and Programmatic Revenue at Rodale; and Adam Heimlich, SVP, Programmatic at Horizon Media, to discuss the evolution of video content and monetization.