Programmatic Advertising: The Successful Transformation to by Oliver Busch

By Oliver Busch

This primary advisor on programmatic advertisements explains intimately how automatic, data-driven ads rather works in perform and the way the correct adoption ends up in a aggressive virtue for advertisers, companies and media. the recent means of making plans, steerage and measuring advertising and marketing should seem complicated and dangerous yet promising instantaneously to such a lot choice makers. This collaborative compendium combines confirmed event and top perform in 22 articles written by way of forty five well known specialists from everywhere in the globe. between them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and plenty of extra nice minds.

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Additional info for Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time

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Seitz and S. Zorn individual campaigns, continuous and targeted marketing programs are increasingly popular. The imminent problem of monetizing mobile traffic is a major driver for growing data-driven marketing performance. Media publishers will either solve this problem through an intelligent combination of data and content or they will perish. But mobile web technology is also a huge opportunity. The “Web of things” drives programmatic advertising to new dimensions. The combination of real-world user data and online data will offer new opportunities.

The high proportion of mobile Facebook usage and efficient forms of native advertising integration give the company a strong position in mobile programmatic advertising. The entry into new formats such as video advertising and new areas like location-based advertising will provide more sustained momentum, unless the usage of Facebook diverse social media offerings will be slowed down by emerging social networks. The latter is the fundamental threat to Facebook’s social media advertising ecosystem and explains the aggressive acquisition strategy of Facebook in this area.

3 Drivers of programmatic adoption (Source: Winterberry Group, IAB 2013) 30 H. Mu¨nstermann and P. Wu¨rtenberger Fig. 4 Change in the way display advertising is sourced Programmatic media buying platforms allow for something akin to a game of table tennis with user databases, which, in the milliseconds between the ad server’s ad call and actual insertion of the ad, lets an advertiser know whether the user behind an impression belongs to its target group segment. It’s these user databases, or data management platforms, which are taking over a part of the added value offered by contextual marketing – namely, target group data.

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