What marketers in the new year are looking to gain from increased programmatic investments.
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Why we care:
Programmatic advertising allows advertisers to access inventory across increasingly all media in real-time and to be able to measure audience engagement and campaign performance. Today’s marketer is orchestrating omnichannel campaigns and constantly optimizing placement and creative assets. The loss of 3rd party cookies encourages more data partnerships between publishers and other non-traditional 3rd party sources like financial companies, for example.
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This deal, along with a partnership with open RTB platform Taboola, provides more options for marketers to run effective digital campaigns in the post-cookie world.
New findings shared by the DPAA tell us about the role DOOH plays in marketers’ omnichannel strategies.
Samsung Onboarding Partner Program will become available in early 2022 and allows advertisers to bring in their own audience data and preferred segments.
The Trade Desk becomes the first DSP to offer omnichannel programmatic access to this emerging audio in-store channel.
The MarTech Minute: Programmatic ad spend, Google recruits PayPal’s COO and Iterable gets $60 million
The martech week in review: News and announcements in marketing technology this week that you might have missed.
In-app targeting that doesn't rely on third-party cookies has helped social (namely, Facebook) leap over open web programmatic buying.
The adtech trends rounding out 2019: Programmatic growth, measurement standards, privacy implications
Looking to 2020, adtech players can expect new capabilities driven by a customer-first approach grounded in privacy, brand experience, and standardization.
The complaint that triggered the investigation argues the programmatic RTB exposes sensitive, personal data without sufficient protection.
Advertisers expected to dedicate more than half of video budgets to original content while increasing investment in programmatic video inventory, according to reports from the IAB and eMarketer.
Programmatic traders play an integral role in advertising planning, strategy and execution but there are misconceptions about what they really do.
Audience segmentation, targeting and (offline) attribution are increasingly available for 'TV inventory.'
Local businesses advertising on the platform can bring customers to their front door with programmatic placements and richer analytics that include real-time insights.
Adding to its purchase of Tremor Video DSP, the company hopes to provide advertisers with a more transparent buying process.