Marketers who try programmatic direct will make themselves more comfortable with the broader concept of programmatic. Then, the logical next step is to test out real-time bidding.
Marketers can no longer ignore the importance of programmatic advertising - it's time to incorporate them into your marketing strategies.
This is the last part of the "Programmatic in China" series and in this article we'll take a look at the open exchange model.
The future of marketing lies in data management platforms, which have the power to help marketers leverage consumer data to create personalized, targeted ad content.
Growth in the digital publishing industry leaves the door open for ad fraud, which can vary from simply annoying to very dangerous for advertisers and users alike.
It seems the social media giant is keeping its real-time bidding ad exchange FBX for now, but will likely downplay the importance of the platform.
The coming year will be one of no excuses for marketers, as we're forced to adopt the "buzzwords" of yesteryear that have now become accepted terms in our industry.
Programmatic shows no signs of slowing down, so it's time we understand exactly what it means for us as marketers.
Programmatic advertising has focused on media efficiencies, yet the technology also provides opportunity for compelling creative. But the space needs the focus of creative agencies to unlock its full potential.
Some marketers are hesitant to embrace programmatic buying because of some common misconceptions about it. Here are three myths about programmatic buying and the truth behind them.