Even as programmatic ad buying and selling has been transforming the online advertising ecosystem, there is widespread confusion and misunderstanding about this fledgling technology. Jargon overload hasn’t helped: “programmatic,” “automation,” “RTB” and other terms are tossed about willy-nilly.
A new paper, the first issued by the nascent IAB Programmatic Publishers Task Force, aims to establish a common set of terms and definitions for the industry.
The fact that in a post introducing the paper, Carl Kalapesi, director of industry initiatives at the IAB, chooses the term “crappy” to describe how many buyers perceive programmatic inventory speaks volumes about the challenges afflicting the industry and the need for educational outreach by the IAB. Kalapesi writes:
Concerns
We need your helpAug 21, 2019 at 1:38pm by Marketing Land
The Marketing Land team is conducting a reader survey and we’d love your input!Every year, we like to reach out to our subscribers to better understand who you are and what interests you. This way, we can continue to deliver...
Why we updated Marketing Land's newsletter (and why we think you'll love it)Feb 28, 2019 at 3:01pm by Henry Powderly
Subscribers to our daily newsletters noticed last week a dramatic change in the content we email to our audience daily. It represents a shift in how we are approaching the medium, which is becoming more crowded than ever as media brands, marketers...
Join Marketing Land as deputy editorFeb 26, 2019 at 2:05pm by Henry Powderly
Third Door Media is currently looking for a Deputy Editor to help drive its industry-leading coverage of digital marketing on Marketing Land, Search Engine Land and MarTech Today.The Deputy Editor supports the Editor-in-Chief with the day-to-day editorial management of our content,...
Help us anonymously benchmark marketing operations and technology salariesJan 7, 2019 at 11:40am by Scott Brinker
If you have been following my work for a while, you know that I'm a big believer in sharing as much research as possible with the martech community at no cost.For instance, you can download the whole database of marketing...
How Marketing Land is changing to support you betterOct 9, 2018 at 9:40am by Henry Powderly
[caption id="attachment_249611" align="alignnone" width="800"] Third Door Media Editor-in-Chief Ginny Marvin (left) and Vice President of Content Henry Powderly.[/caption]There are some exciting changes on the horizon for Search Engine Land, Marketing Land and MarTech Today.Let me first start with an overdue...
What piqued your fellow marketers' interest this year -- our top 10 columns on Marketing LandDec 29, 2017 at 12:17pm by Pamela Parker
If you're here for strategic social media insights, you're definitely not alone, as the bulk of the most-read columns of 2017 touched on social media marketing topics. From LinkedIn's Matched Audiences to Facebook algorithm hacks to selling on social media...
Building social buzz: Our top 10 social media marketing columns of 2017Dec 28, 2017 at 11:00am by Desiree Everts DeNunzio
Social media marketing is a rapidly evolving sector with so many twists and turns, it's difficult to stay on your toes. Yet as marketers, we rely on keeping up to date with the latest social media trends in order to...
CMOs in the know: Our top 10 Marketing Strategies columns of 2017Dec 27, 2017 at 11:01am by Desiree Everts DeNunzio
As we head into the new year, it's a good time to look back at the marketing trends and tactics that shaped 2017. After all, knowing what worked and what didn't in the industry will help both you and your...
Multimedia and how to get it out there: Our top 10 Content Marketing columns of 2017Dec 26, 2017 at 10:48am by Pamela Parker
In 2017, there was no doubt that content was king, but it also became clear that content alone is not nearly enough to ensure success. That's why our columnists covered strategies and tactics that allow marketers to produce the best...
Ad blockers, fraud and developments in programmatic: Our top 10 display advertising columns for 2017Dec 22, 2017 at 12:16pm by Pamela Parker
One of the hottest topics of discussion in 2017's display advertising arena is speculation about what will happen next year, specifically February 15 of next year, when Google plans to release a version of its Chrome browser with ad-blocking features baked...
How to take advantage of innovation and strengthen fundamentals -- our top 10 email marketing columns of 2017Dec 21, 2017 at 12:15pm by Pamela Parker
Just because email is a digital marketing stalwart doesn't mean it's standing still. In fact, email in 2017 is finding its place as a foundational part of the growing martech ecosystem. And it's gaining in utility and complexity through software...
Big data and how to use it: Our top 10 Analytics & Conversion columns for 2017Dec 20, 2017 at 11:30am by Pamela Parker
Much has been written this year about dealing with the influx of data that modern marketers now receive as a matter of course -- it's an issue that many of us are facing these days. You're expected to take advantage...
Calling all marketers: Our top mobile marketing columns of the yearDec 19, 2017 at 12:07pm by Desiree Everts DeNunzio
Mobile has come a long way since the iPhone made its debut in 2007, forever changing the way we look at our mobile devices. From voice search to the Internet of Things, this year brought with it the continued rise...
From bricks to clicks: Our top retail columns for 2017Dec 18, 2017 at 10:00am by Desiree Everts DeNunzio
'Tis the busiest season for retailers -- at least for those that weathered the storm of 2017.News of retail failures dominated the headlines this year as brick-and-mortar behemoths like Toys "R" Us filed for bankruptcy, and scores of traditional retailers...
Amazon vs. search: Why you shouldn’t put too many eggs in one shopping basketSep 15, 2017 at 4:19pm by Purna Virji
No matter where they're located or what market they serve, retailers around the globe have questions about how consumers use search and Amazon.At Bing (my employer), we've found that retailers -- regardless of size -- ask us about the same...
Join the marketing technology community at MarTech. Beta rates expire this Saturday!Aug 23, 2017 at 12:30pm by Marketing Land
Join the marketing technology community at MarTech, October 2–4 in Boston. You’ll be able to choose from more than 40 sessions featuring 50 speakers from brands and agencies braving the intersection of marketing, technology and management. See the agenda.You’ll be...
What to expect at MarTech? Here’s our epic previewAug 16, 2017 at 8:00am by Scott Brinker
I have an allergy to hype.I know, that’s an unfortunate condition given that I’m in the field of marketing technology. It’s like being a lactose-intolerant maitre fromager. Luckily, the symptoms are relatively mild — mostly involuntary rolling of the eyes and...
Search marketers save $400 on SMX East until this Saturday!Aug 14, 2017 at 2:44pm by Marketing Land
Your search for actionable SEM and SEO tactics stops here. Join thousands of marketers at the largest search marketing conference on the East Coast -- Search Engine Land’s SMX East, October 24–26, 2017, in New York City.Register today for an All Access Pass and pay the...
3 days of SEO and SEM tactics at the lowest rates. SMX East prices increase next week!Aug 10, 2017 at 11:20am by Marketing Land
Super early bird rates expire next week for SMX East, the East Coast’s largest search marketing conference. Attend for 3 days of actionable, cutting edge search marketing tactics presented by experts that will leave your competition in the dust.Here’s what to expect October...
Search marketers plan to attend SMX East to become martech trailblazersAug 1, 2017 at 12:55pm by Marketing Land
We get it. Marketing is now a software-powered discipline that blends the art of creative and science of data. New technologies are deeply interwoven into marketing operations and strategy. Effectively harnessing them demands new capabilities, talent and management.Scott will offer... are rampant. Sales people are worried about becoming obsolete, losing their jobs to machines, and declining yields. Some buyers of digital media are worried that only crappy inventory is available programmatically. Aside from perhaps the ad tech community, there’s a great deal of smiling and nodding going on when people talk about the importance of programmatic, and not a lot of understanding. Ad agencies are worried that automation will mean standardization and less of a role for creativity and creatives. On the other side, many see new technological innovation as the source of great potential value – creating significant efficiencies, new markets, and continuing to drive advertising dollars to digital.
To begin clearing up confusion, the paper, titled Digital Simplified: Programmatic and Automation – The Publishers’ Perspective, defines the four main ways of buying and selling programmatically: Automated Guaranteed, Unreserved Fixed Rate, Invitation-Only Auction, Open Auction. The following table outlines the types of inventory and pricing settings for each. In addition it maps the four transaction types to the other terms used to describe them:
The paper also addresses other areas for consideration including prioritization in the ad server, deal ID, data usage, transparency and price floors.
The Task Force includes over 30 publishers and is chaired by Alanna Gombert, senior director programmatic and trading at Conde Nast. This paper represents the first effort by the group to “establish market clarity” and educate the industry as a whole about the programmatic ecosystem. The full paper can be downloaded here [PDF].
Comentarios