jerryking + programmatic   11

Technology has upended the world’s advertising giants - Mad men adrift
March 31st, 2018 | The Economist |

The world’s advertising giants are struggling to adapt to a landscape suddenly dominated by the duopoly of Google and Facebook. Some of their biggest clients, such as Procter & Gamble (P&G) and Unilever, are also being disrupted, in their case by smaller online brands and by Amazon. They are cutting spending on advertising services, and also building more capabilities in-house. Consultancies with digital expertise such as Deloitte and Accenture are competing with agencies, arguing that they know how to connect with consumers better, and more cheaply, using data, machine learning and app design.......This month Marc Pritchard, chief brand officer of P&G, criticised their (i.e. the ad giants) model as a “Mad Men” operation that is “archaic” and overly complex in an era when campaigns and ads need to be designed and refined quickly across lots of platforms.

Technological forces are buffeting this model.

(1) The first big challenge is disintermediation. Despite the growing backlash against the tech giants, Google and Facebook make it easy for firms big and small to advertise on their platforms and across the internet via their powerful ad networks.
(2) The second headache is the rise of ad-free content for consumers, especially on Netflix, and the corresponding disruption of ad-supported television, which has declining viewership globally.
(3) Third, Amazon’s e-commerce might, and the growing clout of internet-era direct-to-consumer upstarts, have weakened the distribution muscle and pricing power of the advertising giants’ biggest clients.....cost discipline among clients is driven partly by the influence of thrifty private-equity investors like 3G, the Brazilian owner of AB InBev, the world’s largest brewer......Sir Martin argues that the budgetary pressures that have forced his clients to cut back on advertising are a cyclical problem, not like the structural challenges posed by technological disruption.

In private, however, a senior executive at a rival ad-holding firm rejects much of this optimism. Technological disruption and disintermediation, he says, will only deepen. The efficiency of targeted digital ads means companies can spend less for the same outcome in branding. ....The advertising firms are responding by hiring away talent, acquiring businesses (in 2015 Publicis bought Sapient, a digital consultancy, for $3.7bn) and gradually changing how they make money. Their plans mostly boil down to two things: investing in digital services and consolidating their collections of businesses so that they can provide a range of services to one client more cheaply under one account.
advertising  economics  marketing  advertising_agencies  Martin_Sorrell  digital_strategies  WPP  Google  Facebook  Amazon  competitive_landscape  P&G  Unilever  disruption  Deloitte  Accenture  Publicis  Omnicom  via:sparkey  ad-tech  programmatic  direct-to-consumer 
april 2018 by jerryking
Machine learning, algorithms drive this advertising company’s growth - The Globe and Mail
MARK BUNTING
Special to The Globe and Mail
Published Wednesday, Mar. 08, 2017

What is programmatic advertising?

Canadian company AcuityAds Holdings Inc. (AT-X) is at the forefront of that transformation. It specializes in what’s called programmatic advertising where algorithms are used to allow advertisers to target, connect with, and accumulate data about their campaigns and their audiences. One of AcuityAds’ co-founders has a PhD in machine learning and algorithms. It’s one of the reasons the company believes its patented technology stands out from its peers.....
A happy advertiser spends more money

“The whole idea was build the algorithm in a way that delivers a positive ROI for clients,” Mr. Hayek says. “As long as they get a positive ROI, they’re going to spend more with us. And that’s proven itself to be a very good concept because we deal with advertisers. When they make money using our system, they’re very happy and they spend more money on our systems.”

Risks

Is Mr. Hayek concerned that in the fast-growing, rapidly changing sector in which AcuityAds operates, a new technology or unforeseen competitor could emerge to disrupt its model?

“Digital advertising is an $83-billion (U.S.) market place. $51-billion out of that is already programmatic,” Mr. Hayek explains. “All the pipes are already built, it was a fundamental shift that this is how we do this kind of business.”
machine_learning  algorithms  ad-tech  advertising  programmatic  risks 
march 2017 by jerryking
Virtual beauty parade; Publishers
Technology has put the squeeze on publishers in online advertising

BREAKFAST CEREALS ARE usually harmless enough, but Kellogg's, which makes a lot of them, has become many publishers' worst nightma...
Kelloggs  publishing  Google  Facebook  behavioural_targeting  programmatic  from notes
february 2017 by jerryking
Little Brother
Sep 11th 2014 | The Economist | Alexandra Suich.

In 1963 David Ogilvy, the father of Madison Avenue and author of a classic business book, “Confessions of an Advertising Man”, wrote: “An advertisement is like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar, and keep it sweeping.”.....Behavioural profiling has gone viral across the internet, enabling firms to reach users with specific messages based on their location, interests, browsing history and demographic group......Extreme personalisation in advertising has been slow to come... online advertising space is unlimited and prices are low, so making money is not as easy as it was in the offline world,.....Digital advertising is being buoyed by three important trends. The first is the rise of mobile devices, such as smartphones....The second, related trend is the rise of social networks such as Facebook, Twitter and Pinterest, which have become an important navigation system for people looking for content across the web. ......The third big development has been the rise of real-time bidding, or “programmatic buying”, a new system for targeting consumers precisely and swiftly with online adverts. Publishers, advertisers and intermediaries can now bid for digital ads electronically and direct them to specific consumers at lightning speed.....The lines between established media businesses are becoming blurred. Richard Edelman, the boss of Edelman, a public-relations firm, describes the media and advertising business as a “mosh pit”. .... clients’ biggest question is whether people will even notice their ads. ...This special report will show that technology is profoundly changing the dynamics of advertising. Building on the vast amount of data produced by consumers’ digital lives, it is giving more power to media companies that have a direct relationship with their customers and can track them across different devices. ....Consumers may gain from advertising tailored to their particular needs, and so far most of them seem content to accept the ensuing loss of privacy. But companies are sensitive to the potential costs of overstepping the mark. As the head of one British advertising firm puts it: “Once people realise what’s happening, I can’t imagine there won’t be pushback.”
Facebook  Twitter  Pinterest  Ogilvy_&_Mather  David_Ogilvy  behavioural_targeting  pushback  books  effectiveness  haystacks  privacy  native_advertising  ad-tech  Conversant  Kraft  personalization  trends  mobile_phones  smartphones  social_media  real-time  auctions  programmatic  advertising  online_advertising  Omnicom 
february 2017 by jerryking
What Is Programmatic Advertising And Is It The Future?
Had to start out with what I thought was the obvious first question - wanted to get his personal definition. And then learn more about his company, what they are doing in the arena and how they are different. And also what he thinks marketers are doing wrong when it comes to advertising in the digital space.

SO: What is "programmatic advertising?"

GC: Programmatic Advertising is the automation of the buying and selling of desktop display, video, FBX, and mobile ads using real-time-bidding. Programmatic describes how online campaigns are booked, flighted, analyzed, and optimized via demand-side software (DSP) interfaces and algorithms.
programmatic  advertising  online_advertising 
february 2017 by jerryking
Breitbart Treats Kellogg to Its Smash-Mouth Style - The New Yorker
By Rob Walker   December 9, 2016

There are downsides to the efficiency of programmatic advertising. The reliance on machine learning and data crunching, rather than more subjective measures, can lead brands to display their wares in online environments they’d normally avoid—including fake-news sites, or highly partisan, provocative, and divisive ones—and they may not even be aware that it’s happening. It evidently took the involvement of human beings—a very small number of human beings, using social media—to make this clear to advertisers like Kellogg.
programmatic  Kellogg  Breitbart  advertising  online_advertising 
february 2017 by jerryking
Search and find – Medium
Follow

Kean Graham
We can upgrade your Google AdSense to
programmatic  advertising 
february 2017 by jerryking
How automation is shaking up the advertising industry - The Globe and Mail
SUSAN KRASHINSKY ROBERTSON AND SHANE DINGMAN
NEW YORK AND TORONTO — The Globe and Mail
Published Friday, Jun. 26, 2015
programmatic  advertising  automation  Susan_Krashinsky  online_advertising 
february 2017 by jerryking
Buy, buy, baby
Sep 13th 2014 | The Economist

The advertising industry is going through something akin to the automation of the financial markets in the 1980s. This has helped to make advertising much more precise and personalised. Some advertising agencies and media companies have told their executives to read “Flash Boys” by Michael Lewis, a book about Wall Street’s high-speed traders, to make quite sure they get the message......Real-time bidding sounds high-tech but straightforward. When a consumer visits a website, his browser communicates with an ad server. The server sends a message to an exchange to provide data about that user, such as his IP address, his location and the website he is visiting. Potential ad buyers send their bids to the exchange. The highest one wins and an ad is served when the website loads. All this typically takes about 150 milliseconds.

In reality, though, the ad-tech ecosystem is stupefyingly complex. Luma Partners, an investment bank, has put together the "Lumascape", a bafflingly crowded organisational chart showing several hundred firms competing in this market. Sellers of advertising space often go through technology firms: a "supply-side platform" (SSP) helps publishers sell their inventory, and a "demand-side platform" (DSP) gives access to buyers. Many choose a data-management platform (DMP) to store and buy information about users.

Advanced behavioural targeting, which uses technology to reach specific users with the desired characteristics, helped advertisers increase their return on investment by 30-50%. One popular tactic is "retargeting", which allows advertisers to look for people who have visited their website before and show them an ad related to an item they were looking for but did not buy.
online_advertising  programmatic  advertising  advertising_agencies  LBMA  behavioural_targeting  location_based_services  automation  real-time  algorithms  ad-tech  auctions  ROI 
february 2017 by jerryking

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