Over half of display ads are now being bought programmatically


  Maybe you are new to programmatic advertising, or maybe you’ve been working in media and ad buying for years, but still can’t find a way to explain it in a way your parents could understand. Here we take an Intro 101 approach to programmatic advertising as part of our MarTech Landscape Series.


  One problem with the term “programmatic” is it’s come to encompass many things, and, like most things in ad tech, it’s bogged down in jargon. Fundamentally, programmatic is just software-driven technology to automate all or parts of the ad buying process.


  There are really two main drivers for the growth of programmatic in recent years:


  Ad Buying Efficiency: programmatic uses software and technology to automate the ad buying and selling process with the speed and scale that humans can’t achieve manually.


  Ad Targeting Relevancy: programmatic offers advertisers the ability to incorporate large amounts of data, sometimes from multiple sources, to serve users with ads that are more likely to be relevant based on psychographic, demographic, behavioral and intent signals.


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  Let’s take each concept on its own:


  programmatic promise #1: More Efficient Sales process


  First, efficiency. The traditional way of buying online ads, like print and TV, has been to deal directly with a sales person, negotiate terms such as price, audience targets, placements, and the number of impressions being bought, after which both parties sign an insertion order. Direct sales aren’t dead, as we’ll discuss more below, but technology can be used to simplify the process.


  programmatic promise #2: Better Ad Relevancy


  The real gold in programmatic is being able to couple automation with data for more precise ad targeting across thousands or millions of impressions to reach audiences based on their interests, behaviors, demographics and other individual characteristics. Instead of focusing solely on where an ad is placed, programmatic puts the emphasis on who sees the ad.


  With programmatic technology, advertisers target audience segments most likely to be interested in what they’re selling (and may include retargeting). Bids for ad impressions are made in real time automatically when the system sees a cookie or mobile identifier that matches the targeting criteria set by the advertiser.


  How Ad Targeting Data Gets Used


  Where does this data come from? Websites and apps use cookies and/or identifiers like user login IDs to track visitor behavior, and that’s where social networks and publishers learn about keywords searched, types of content or videos consumed, and information included in a user’s social profile.


  Advertisers have their own first-party data such as customer emails, types of products purchased, most recent purchasers, and average order value.


  Then there is third-party data that comes from another source like data aggregators Acxiom, BlueKai, comScore, Datalogix, Experian, LiveRamp and Lotame. These companies have all kinds of purchasing, credit score, household income and other demographic data points of high interest to advertisers.


  With programmatic, advertisers can target audiences using a mix of data sources at the time an impression becomes available. If the cookie or other identifier matches the advertiser’s targeting criteria, the ad buying system (a trading desk or demand side platform) will automatically bid on the impression.


  Efficiency then comes back into play. As campaigns accumulate performance data, the systems learn which types of attributes as well as time of day, location and other dimensions perform best and make adjustments on-the-fly.


  RTB vs. programmatic Direct


  In the early days, the term programmatic was used synonymously with real-time bidding (RTB), which — you guessed it — is technology-enabled bidding on ad impressions in real time. Auction-based RTB happens in two ways: on open ad exchanges or in private marketplaces.


  Essentially any buying platform has access to open exchanges on which inventory from numerous sites is up for auction. However, buyers often only know the type or category of site they’re bidding on, not the individual sites. publishers don’t typically make all of their inventory available on open exchanges. This is part of the reason why the RTB side of programmatic got a bad rap as only having access to remnant, low-quality inventory. These days, however, programmatic is being engaged to sell all types of inventory, including cross-device and mobile.


  Fraud is still a very big issue, but efforts such as the ability for advertisers to bid on viewable impressions and fraud monitoring programs built into the programmatic buying process are part of the efforts to address the problem. There are also more controlled bidding environments for buyers and sellers such as private marketplaces.


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  private marketplaces are invitation-only arenas in which one or a handful of publishers open a selection of inventory to a certain number of buyers. It’s still an RTB auction environment, but the buyer knows which site the ads will run on, and the publisher know which buyers’ ads will display alongside their content. A publisher also establishes pre-agreed upon pricing ranges with buyers before they enter the auction. The programmatic benefit is the use of data in targeting and the ability to buy impressions in real-time.


  Most RTB buying is still done on open exchanges, but private marketplace sales are growing. And many exchanges now offer private marketplaces, including AppNexus, Google Ad Exchange, Kantar Media and MediaOcean.


  programmatic Direct is a way for publishers and advertisers to simplify the buying process of guaranteed and preferred ad inventory sold directly by the publisher’s salesforce while maintaining more control than RTB channels offer. There is no auction in programmatic direct sales.


  There are typically two types of programmatic direct sales. programmatic guaranteed deals are made for reserved inventory at a set price. Unreserved fixed rate deals give direct buyers first access to blocks of inventory at a set price. In both cases the ads are then served and managed programmatically and come with all the benefits of programmatic targeting. In some cases the negotiations themselves are automated between the buyer and seller systems.


  This being ad tech, there are now a ridiculous number of terms to describe nearly the exact same thing: programmatic Direct, programmatic Guaranteed, Automated Guaranteed, programmatic Reserved, and programmatic premium are all relatively synonymous.


  How popular Is programmatic Advertising?


  According to eMarketer, 2015 is the year programmatic became the dominate way digital display ads were bought and sold in the US, topping 55 percent of ad buys. Google Ad Exchange and Facebook are the dominant programmatic display (and increasingly video) sellers.


  programmatic display is expected to grow 37 percent in 2016, eMarketer predicts, with spend increasing from an estimated $14.88 billion in 2015 to $20.41 billion in the US alone.


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Tag : Over half of display ads are now being bought programmatically

warned him as to something I had heard

Beatrice, passing swiftly, hardly gave the matter a thought, but sped rapidly along under the deep shadows of the trees, and along the white dusty lane, between the wilted hedges, dry with summer heat. A quarter of a mile brought her to a side path, and down this she went calmly, congratulating herself that she had met neither tramp, nor neighbour on the road. The path wound deviously through ancient trees, and at length emerged into a rather large glade in the centre of which was a pond, green with duckweed. Over this spread the branches of the Witches' Oak, an old old tree, which must have been growing in the time of the Druids, and which had probably played its part in their mystic rites. A fitful moonlight gleamed occasionally on this, as the planet showed her haggard face, and under the tree Beatrice saw a tall figure waiting patiently. She crossed the glade in the moonlight, but the clouds swept over the face of the orb, as Beatrice paused under the oak. Then again came a growl of distant thunder, as if in warning.

"I knew you would come," said Paslow, stepping forward, and for the moment it seemed as though he would take her in his arms.

In the darkness the cheeks of the girl flushed, and she stepped lightly aside, evading his clasp. Her heart told her to throw herself into those strong arms and be protected for ever from the coming storms of life, but a sense of modesty prevented such speedy surrender. When she spoke, her voice was steady and cool. There was no time to be lost, and she began hurriedly in the middle of things.

"Yes, I have come," she said quickly; "because I want to know the meaning of the words you used to my father to-day."

"I don't know what they mean," confessed Paslow calmly.

"Then why did you use them?"

"I received a hint to do so."

"From whom?"

"I can't tell you that. Miss Hedge--Beatrice--I asked you to meet me here, so that no one should interrupt our conversation. If you came to the Grange, Dinah would have prevented my speaking; and now that Mr. Alpenny is angry with me, I cannot come to The Camp. You must forgive me for having asked you to meet me here at this hour, and in so ill-omened a spot, but I have something to say to you which must be said at once."

"What is it?" Her heart beat rapidly as she spoke, for although she could not see his face in the darkness, she guessed from the tones of his voice that he was about to say all which she desired to hear.

"Can't you guess?" He came a step nearer and spoke softly.

Beatrice, feeling strange, as was natural considering the circumstance, laughed in an embarrassed manner. "How can I guess?"

"Because you must have seen what I meant in my eyes, Beatrice. I want you to be my wife."

Her heart beat loudly as though it would give Vivian its answer without speech.

"I don't understand," she said abruptly.

"Surely you must have seen----"

"Oh yes, I saw," she interrupted rapidly, "I saw that you loved me. I also saw that you held back from asking me to marry you."

"I had a reason," he said, after a pause; "that reason is now removed, and I can ask you, as I do with all my heart and soul, to be my wife. Dearest, I love you."

"Can I believe that?"

"I swear it!" he breathed passionately.

"But the reason?"

Paslow hesitated. "It was connected with money," he confessed at last. "Your father--or, rather, your stepfather--had a mortgage on nearly the whole of my property. I have lately inherited a small sum of money, and went to-day to ask Mr. Alpenny to arrange about paying off part of the mortgage. He accused me of wishing to rob him."

"But why, when you desired to pay off the mortgage?"

"I can't say. I think"--Vivian hesitated--"I think that he wishes to get possession of the Grange."

"And his reason?"

"I can't tell you that. But the moment I offered to pay the money he burst out into a rage and said that I wanted to rob him. Then I against him in London."

she wished she didn't have this big dumb


Sitting comfortably propped up on pillows, Cluny sipped a beaker of barley wine as he listened to the improbable tale spun by Sela and Fangburn. They both fidgeted nervously during the course of their deceitful narrative, trying desperately not to contradict one another, while at the same time avoiding the cold impassive eye of the Warlord.

"Er, it was like this, Chief," Fangburn stammered. "Me and old Redtooth were keeping our eyes on the fox here, when suddenly Redtooth hears a noise in the woods, so off he goes to investigate Sensodyne."

"Where was the noise coming from?" snapped Cluny.

The deceivers spoke together.

"North," said Sela.

"West," said Fangburn, simultaneously.

"Er, er, it was sort of north-west," Sela gulped, realizing how foolish she sounded. Knowing that Cluny was smarter than either of them, rat to corroborate the story.

"So Redtooth went off to see what the noise was," Sela faltered. "We told him not to go, sir, but he insisted."

Cluny watched Sela's legs shaking.

"Go on, what happened then?" he murmured.

Fangburn took up the tale again. "Well, you see, Chief, he was gone an awful long time. We both called out to him but there was no answer."

"So we both went to look for him," said Sela.

Cluny toyed with the beaker. His eye bored into the fox.

"We searched and searched, sir," Sela mumbled, "but all we could find was this big stretch of marshland and bog. ..."

"Which poor old Redtooth had wandered into and been sucked down never to be seen again," Cluny supplemented Sensodyne.

Sela kept wishing the floor would open up and swallow her.

Fangburn sobbed brokenly. "Our poor friend Redtooth, gone forever!"

"Yes, our poor friend Redtooth," Cluny agreed sympathetically. Suddenly his voice hardened as he shot a question at Fangburn: "You! How did your face get knocked about, and where did you get those long scratches from?"

Sela jumped in hastily. "Er, er, he walked into a big thorn tree, didn't you, Fangburn?"

"What? Oh, yes. I was dashing about and 1 didn't see it, Chief. The fox can tell you. She saw it, and if she didn't, well, I already told her," said Fangburn, his voice trailing off miserably.

Cluny laughed mirthlessly, his fangs showing yellow and sharp. "So, you walked into a big thorn tree and got two black eyes, a torn ear and your whole hide covered in long scratches?"

Fangburn stared at the floor. He had to swallow twice before he could answer. His voice subdued, "That's what happened, Chief."

Cluny's tone was laden with sarcasm. "And then I suppose that three little pigs with wings flew down and gave you a toffee apple each?"

"Er, yes. Er, I mean, what was that, Chief? . . . Oouch!" Fangburn hopped on one leg as Sela kicked his ankle to silence him.

"You, fox!" Cluny snarled. "Where's the special herb you went to search for?"

Sela was completely nonplussed. "Special herb? I?

Cluny hurled the beaker. It bounced off Fangburn's nose, splashing barley wine over them both.

"Get out! Out of my sight, before I have you tortured and roasted!" Cluny roared at the unlucky pair.

There was an undignified scramble. The door slammed

shut behind the conspirators. Cluny lay back and smirked. Everything was going according to plan. He had lost Red-tooth, but what the devil? Redtooth had been an ambitious rat. Cluny only admired ambition in one rodent - himself Sensodyne.

window and surveyed the steel


It was Nellie Pennington who had prevailed upon Phil Gallatin to accept Mrs. Dorsey-Martin’s invitation, for she knew that Jane Loring was staying at “Mobjack,” the Ledyards’ place, and she hoped that she might yet be the means of bringing the two together. Her interview with Phil had been barren of results, except to confirm her in the suspicion that Nina Jaffray held the key to the puzzle A Bar Math. Nina, who had been one of the early arrivals at “Clovelly,” had so far eluded all her snares; and Nellie Pennington was now convinced that here was a foeman worthy of her subtlest metal. She enjoyed the game hugely, as, apparently, did Nina, and their passages at arms were as skillful (and as ineffectual) as those of two perfectly matched ma?tres d’escrime. Nina knew that Nellie Pennington suspected her of mischief, but she also knew that it was unlikely that any one would ever know, unless from Jane, just what that mischief had been .

The arrival of Phil Gallatin, while it gave Nina happiness, made her keep a narrower guard against the verbal thrusts of her playful adversary.

Phil Gallatin had regained his poise and reached “Clovelly” in a jubilant frame of mind. Two days ago Henry K. Loring had agreed to a conference.

Mr. Leuppold, more suave, more benign, more patronizing than ever, had called and told Gallatin of this noteworthy act of condescension on the part of his client. Nothing, of course, need be expected from such a meeting in the way of concessions, but men of the world like Mr.[287] Leuppold and Mr. Gallatin knew that co-operation was, after all, the soul of business, and that one caught many more flies with treacle than with vinegar .

He continued for half an hour in this vein, platitudinizing and begging the question at issue while Gallatin listened and assented politely, without giving any further intimation of a course of action for Kenyon, Hood and Gallatin. But when the great lawyer had departed, Gallatin went to the gray waters of the Hudson with a gleaming eye, and his face wore a smile which would not depart. Sanborn’s case would never go to court vacation rentals.

At our age we ought to leave work

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