FIFA World Cup 2018 Infographic Part 2: Social Media

As the 2018 World Cup pool play comes to an end and teams and fans gear-up for bracket play, there are some noteworthy numbers to report from the first two weeks of play. Granted, the games were intense with Cristiano Ronaldo’s hat-trick against Spain, Mexico’s major upset of Germany and Argentina’s goal in the 86th minute to pass Nigeria, these aren’t even the craziest things to report. The social media trends coming in from all over the world are shockingly high and truly one of the most noteworthy statistics from the action.  
       

For social media, it’s no question that #fifa, #worldcup2018 and #futbol are the MVPs of Instagram, Twitter, Snapchat and Facebook. In just under two weeks, there are over 1.5 million Instagram posts using #worldcup2018, and over 25 million impressions on Twitter of the same hashtag. Leo Messi’s Instagram post on June 14, captioned “Listos / Ready” racked up over 5 million likes, falling short of Cristiano Ronaldo’s “Vamos familia” captioned picture racking up just short of 10 million likes.

On Facebook, the German national team’s page, Die Mannschaft, has over 6.5 million people following their action with comments, likes, views and reactions. With Germany’s impressive social following, its shocking that Brazil’s page completely wipes them out. Brazil’s National team’s page, Confederação Brasileira de Futebol, had nearly 12 million followers. Snapchats are more difficult to track, in real time, but there is no question that fans are following all the action around the world with the 2018 Fifa World Cup Russia story. The following is so large, that the filter asking people to comment on Brazilian player, Neymar da Silva Santos Júnior, new haircut is a trending story.

All of the different platforms allow fans to share their opinion, players to interact with fans, and teams make sure everyone is up to date on all the action. There is yet to be a clear winner on whose social pages have the highest following, most likes, shares and impressions. We will continue to track these numbers and see how our predictions hold up. But, one thing is clear – fans and spectators have countless ways of interacting with their team, the players and other fans across their country and the world. Digital marketers and media buyers have an incredible opportunity to be part of the conversation and turn users into buyers through targeted programmatic, social and search. There is a captive audience waiting to be messaged to. If you can join in and show fans that you also care, there is a great opportunity to be seen and heard.


Digilant’s FIFA 2018 Digital Advertising Infographic covers who the consumers are, social media trends, how the content is consumed and by who, and more!

Download the full infographic here and don’t forget to share #DigilantData.

Interested in learning more about how people are consuming World Cup Content? Check out Part 3 of our FIFA World Cup 2018 Infographic series here.

 

A Dinner Conversation in NYC About Digital & Programmatic Advertising Trends

On Tuesday, May 8th we hosted dinner and conversation at 230 Fifth Rooftop in Manhattan.  Digilant‘s Executive Chairman, Alan Osetek moderated an intimate dinner discussion on the next evolution in integrated digital marketing solutions with digital experts:

As programmatic technology becomes a commodity that everyone is using and has access to, it’s even more important to have integrated teams and strategies to get ahead of the competition. Today’s CMO will be delivering a single media strategy that includes search, social and programmatic. They will be partnering with agencies and businesses that can help them strategize, implement and optimize their digital media across audiences, formats, screens and inventory to most effectively deliver on business goals and objectives.

Alan kicked off the event conversation by asking: What industry buzzwords or shifts do you think will impact digital marketing this year?

Chris from Underscore was the first to respond by saying that he went to SXSW in Austin this year and that Artificial Intelligence (AI) was the number one thing they were talking about.  Other topics were automation of data and predicting what that’s going to look like.  From a data perspective that’s what people are interested in, using data to predict how campaigns will perform is going to be key. Lauren at eMarketer agreed that AI is definitely big as well as the focus on machine learning and analytics for understanding customers and what that will look like. Other topics that will be important are transparency, GDPR, Customer Data Platforms, voice search and what that means for advertisers.  Rob from Venbrook responded that from an insurance standpoint the industry is slow to move. The cutting edge people are having a field day with concepts like AI and other big buzzy words.  Not a lot is happening in terms of the insurance space yet but in his opinion, if you are a B2C broker then you start looking for a job because you will be replaced by a robot.  Alan summed up by saying that just like mobile, we were constantly hearing that this was the year of mobile, AI will probably take some time to really develop and there still a lot of value in people pulling the levers, but it will be interesting to see how long it will take to effect our day to day.

What consequences do think these shifts have had on the marketing organizations and the way they are structured or the type of people they need to hire?

When it comes to GDPR, companies are preparing as best they can, Lauren said, people are looking to external parties to help understand what the regulations actually mean for them, most people are starting off with looking into the privacy policy and consent piece, before trying to understand the data part, how do both those things work and connect together.

Are companies taking steps for connections to happen internally or is it the agency or the brand doing it for themselves?

Lauren continued by saying that brands are working in tandem with their agency or tech partners, they have to be responsible to the consumer.  In order to do that they have to convey the message as best they can. Publishers are also being thoughtful about their technology partnerships, because they have an even bigger responsibility to be very clear to the consumer.According to Rob, the horse has left the barn, big data has gotten away from us.  As a result I think we will see a shift back to the largest publishers controlling their data… like they did 20 years or so ago. Back then advertising was controlled by publishers. When advertising was more publisher driven, publishers had the advertiser relationships and would do the data analysis work themselves and then not share this audience data with anyone. An example is with big brands like the New York Times. I believe they will focus less on “mass marketing” and more on customer engagement. The Internet at its best is a one on one medium, not a mass medium. I think there will be greater attention paid to inbound strategies akin to Kevin Kelly’s “1,000 true fans” concept. Do big brands like the NY Times want to make an extra dollar on a CPM or do they want to sell something for a $100 to 1 million people? They don’t need to go to a third party to have the relationship that they want to with their consumers.

Do you think more companies are going to be investing in marketing attribution platforms and strategies and why yes or not?

So how do we collect the data? Chris responded.  Instead of attribution, we should be asking, how is your marketing working for you.  We can’t just look at a specific channel, otherwise attribution is something people are always going to chase. I have not run into someone that has a model I believe in.  Lauren agreed with that response.  Attribution is an understanding of the health of your org, whether it’s loyalty or sales, it has to a top level business moving KPI.  I am more and more convinced that the biggest challenge for attribution is not technology but the organization, how people are compensated and ultimately how they work together that’s holding up the process.
So, how do you do it? Alan asked.  Lauren continued, it’s a culture shift, you need people at the company who are advocates of attribution and collaboration, it starts at the top level of the organization and moves down.

Someone in the audience asked, what do you think the impact of the announcement that Google just made, about no longer being able to export DoubleClick IDs, will have on attribution?

Alan responded by saying that you should think about the other big networks like Facebook and Amazon who are closed, Google in comparison was more open. This move makes Google more like the other players while it also helps them be covered for privacy laws. If you are using a true third party attribution solution like Visual IQ it’s not going to affect you, but if you are only on the Google stack it’s going to be harder.
Chris also chimed in by saying that if you are not talking to the top level of the organization, then there is no point in trying to talk about attribution, as in the lower parts of the org they are not going to be able or want to share the data you need to make the attribution possible. Companies that have Chief digital Officers, a new role that teaches organizations about digital, have more chances to make attribution successful.  Also, today we have moved further along, where more CMOs are digitally savvy, makes it easier to implement attribution.

Shifting topics, Do you think CMOs should be thinking about bringing programmatic in-house and why?

I have been at an ad agency my whole career, started Chris, you can make it work but the talent will get stagnant.  My experience is that you need to work on different things to make your career and company grow.  The challenge is to find the same quality of talent in-house, that you would get at an agency that has a variety of projects and talent.  I’ve thought about it for myself, if I moved to the brand side I would be doing the same thing in 5 years, not able to improve or grow.  Lauren added that she is hearing a lot about in-housing but what’s really behind the momentum might be the impression of cost savings but in reality it’s the data question.  As more people use first party data there are implications of where you put that data. Thinking of a lot about the guaranteed buys, premium video, you don’t want to put your data on open market.  The strategic piece is an edge a lot agencies have because they are in the marketplace and have access to all the best inventory even, if the buying does move in-house.
Chris added that it also comes down to the kind of talent you have, you are never going to be as cheap as the big guys, but we are going to be better, because it’s not a 22 year old running the business.  Clients are investing in data and insights but not doing it alone, with the agency providing all our media data, they can apply it to the data on their side, letting them see a complete picture.  In the past client and agency data were two separate data silos so they couldn’t put the picture together.  The biggest shifts for agencies was to actually share their data to keep their clients from wanting to leave them.

Alan also added the at Digilant we noticed that people who are ramping up on our self-service platform nine out of ten times they don’t manage their actual campaigns and still need help to read and look at the data.  On the other extreme companies are starting to hire data scientists who are experts at reading data.  There is nothing really in the middle, you have to share the data.  It’s a partnership, the technology and the agency are an extension of the brand. Brands are more willing to pay for data analyst than media buyers, according to Chris, even though the young people have no idea what they are doing, companies don’t see the immediate value of media buying experience. In the immediate future, brands want us to do the work and be pro-active on supporting them and telling them next steps, concluded Alan.

How are you defining transparency within your organization?

Transparency has been a huge battle for me internally for the last three years, said Chris.  We are opening up the books now, data doesn’t lie and actually the opposite, it helps create a trust. It also puts other agencies on the spot if they don’t share their data with their clients. For Lauren there are several definitions for transparency, like tech tax, who is getting what cut, it’s a cool concept but for most companies if they actually had that data they wouldn’t know what to do with it. Most companies don’t have the right people who know what reporting should even look like.  There are a lot of layers to it, but overall the vast majority, if they were given the info wouldn’t know what to do with it.  For Rob there are two types of companies, ones who say they care about transparency but do nothing about it and others who are actually doing something.

As a last question Alan asked, what can marketers be doing with their display creative to enhance their media buys?

Chris said that cost is the number one challenge, our company doesn’t do creative, so how do you produce eight sets of banners, it’s too expensive. Creative makes the most sense to bring in-house, so that you get the ability to tell them what to do and don’t have to invest more money, that’s going to be the biggest challenge – taking a chance on a campaign though one creative.  Lauren added that the sheer production of all the assets, and then the strategy is cumbersome, on top of what data am I using to power the campaign.   For some it’s a legal thing, how do you get it all approved? For others, without understanding of the customer journey it becomes a gamble.  Rob finished by saying that he agrees with Lauren and Chris,  the customer segmentation process can be the holy grail or a nightmare, having an in-house creative team is a great idea and there are tons of creative people out there who want jobs.

Again, thank you to our wonderful panelists.  We look forward to our next events in Seattle, June 5th, and Boston, June 12th.  If you are interested in attending or speaking please reach out to us info@digilant.com.

Facts and Figures For Programmatic Media In-Housing

In 2018, more and more media buying and marketing teams are being asked to draw up proposals and plans for taking the programmatic portion of their budgets in-house.  While the claim behind this strategy is to innovate and take control of a brand’s programmatic future, the economics might point to something besides a complete in-house strategy as the way to go.
There are also different ways of in-housing. For some brands it means setting up their own agency trading desk and using that to deal directly with demand side platforms (DSPs). For others it involves bringing on board an ad tech partner or an agency of record that will be part of setting the strategy, but also responsible for pushing all the buttons when it comes to ad buying execution.

But let’s start at the beginning, why is in-housing taking off in the first place? The short answer is that marketers came to realize that a large share of their budgets were not being used to buy ads, but to fund the 5000 companies that have become part of the ad-tech LUMAscape. While in-housing doesn’t solve for all of that undisclosed share of the budget, it does force marketers to demand a more open or transparent business model from their agency or ad-tech partners.


Recent surveys suggest that more brands are having a serious look at bringing programmatic in house. A report from Infectious Media indicates that many marketers (more than 4 out of 5) want increased control over their programmatic efforts, but fewer than 2% of respondents have actually taken the steps to make it happen. It’s no wonder why brands have been scrambling to figure out the best way to manage their programmatic budgets.

The Challenges to Bringing Programmatic In-House

So what has been the challenge for advertisers to bring programmatic in house?  We’ve narrowed it down to what we think are the four most obvious issues.

  1. PROGRAMMATIC TECHNOLOGY IS COMPLEX:
    Requires a unique skill-set, technology in-house requires an expert or multiple experts at the helm.
  2. A FRAGMENTED ECOSYSTEM:
    Unlike other forms of digital advertising such as search, the market is not dominated by a single player but instead there are endless sources of inventory, numerous DSPs, multiple programmatic models to navigate. Marketers have to string together six to eight specialized solutions to accomplish their programmatic buying goals.
  3. TALENT POOL IS RELATIVELY SMALL for programmatic experts, with most professionals based at agencies in tech hubs such as San Francisco or New York.
  4. In addition to programmatic execution, brands also need to consider factors such as PLANNING, ANALYTICS AND BRAND SAFETYMost of which are enabled by 3rd party platforms and require expertise.

With most companies only being able to afford one or two internal programmatic experts, it seems that the budget has to match the resources necessary.

Brands must be spending at least $20 million programmatically before they even consider taking programmatic in-house, in order to generate a high enough level of savings to make the transition worthwhile.

– Wayne Blodwell, CEO of The Programmatic Advisory

The Solution is a Hybrid Model

At the end of the day most marketing and media buyers want the ease and safety of a single solution for their marketing services.  As much as having more control and transparency over programmatic media buying seems more cost efficient, the required investment in talent and expertise to navigate the ecosystem should not be overlooked.

The advantages of going direct make sense; control over their own first party data, disclosed contracts and platform logins, but until larger players absorb point solutions in the ad-tech LUMAscape your budget needs to start at something like $20 million to make the investment worthwhile.  Frankly not everyone is ready to jump in at $20 Million, so for those of you who are not there yet you should consider a hybrid model where you own the contracts and data and your agency partner, like us, owns the rest, at least for the foreseeable future.

In 2018, Mobile Video Spend Will Dominate Programmatic Media Buys

In 2017, programmatic digital display ad spending reached $32.56 billion and is projected to continue to grow rapidly throughout 2018 and hit $45 billion in spend by 2019. With this rise in programmatic ad spend, there also comes a shift in where advertisers are buying ad space. Another shift in programmatic ad buying is the rapid rise in mobile placements over desktop. The move to mobile is not surprising considering that on average, people in the United States are spending over 5 hours a day on their mobile devices. Media Buyers are set to capitalize on this shift, in 2018, programmatic investment on mobile will reach $30 billion, over 3x the amount spent on desktop. This is in large part due to the popularity of mobile video consumption and mobile-friendly sites such as YouTube, Facebook and Snapchat.

In 2018, Programmatic investment on mobile will reach $30 billion, over 3x the amount spent on desktop -eMarketer

This year, it is projected that mobile video ad spending will surpass non-mobile ad spend. This is due to the rise in popularity of consumers watching video online. It is projected that this year people will spend on average 36 minutes watching video on their phone or tablet compared to 18.5 minutes on non-mobile devices. Around the world, people will watch 25% more video on phone and tablets whereas computer and laptop video consumption is expected to decline. Smart TV streaming continues to rise, but not quickly enough to make up for the mass decline in non-mobile platform viewing. Mobile video ad spending alone is expected to reach $18 billion, a 49% growth. With more consumers watching videos on their phone, media plans are also being adjusted to include larger budgets for mobile video ads and creative.

Mobile Video Ad Boom Driven by Social Platforms

The move towards mobile video consumption is largely due to mobile-friendly apps like Facebook, YouTube and Snapchat. Over 500 million hours of YouTube video are watched everyday. 65% of people who watch the first three seconds of a Facebook video will watch for at least 10 seconds, and 45% will watch for 30 seconds (Facebook, 2016).  These stats clearly explain why Google as well as Facebook have the largest share in mobile advertising. Advertising agencies put aside a portion of their media budget for Facebook ads and although these agencies don’t necessarily plan to use this money for mobile, it is where the audience is going, as most of Facebook’s audience is through mobile. Views for branded video content on Facebook has increased 258% in 2017 making it a great media buy for advertisers. With 10 million videos watched on Snapchat everyday, the company is estimated to experience the fastest mobile ad revenue growth between 2016-2019. As more companies make their websites mobile friendly, the shift to mobile advertising will continue to grow, leaving desktop ads behind.  

By 2019, $45.72 billion will flow via biddable media, more than four out of five US digital display ad dollars. Mobile ad spending will be credited for more than $30 billion of this amount. The era of mobile programmatic advertising is just beginning as advertisers and brands spend more time and budget optimizing their campaigns for mobile.

Read about the other nine trends that we are predicting will be the key to success for programmatic buying teams in 2018 here.

If you haven’t already, there is no time like 2018 to get on the programmatic bandwagon.  If you need to get started Digilant University has all the information you need to get up to speed on native advertising and more than 30 other topics.  Need more information, you can also reach out to us here.

2018 Trends: Generation Z vs Millennials, What Programmatic Media Buyers Need to Know?

In the last five years, digital media buyers and brand marketers have been hyper-focused on finding and targeting millennials, forgetting about an extremely influential and profitable demographic, Generation Z. Generation Z defines the group of people born between 1996 and the mid 2000s. They have different purchasing habits and need to be targeted differently than millennials. Most importantly, their influence on the market is tremendous and if brands don’t adapt to fit their needs, they have a great possibility of getting left behind.

Instagram Stories blow past Snapchat with 200 million daily active users as Generation Z becomes more valuable to most organizations than millennials -Statista


Generation Z has very clear and unique preferences that advertisers need to understand. Influencer marketing is very successful with Gen Z. Rather than looking at informational sites, they are likely to head to YouTube and watch a trusted influencer’s video for their information. Although many of them grew up with technology in their hand, this isn’t where they do their shopping. Millennials are much more likely to shop online than Generation Z who prefer shopping in person. Although millennials and Gen Z share short attention spans and the ability to toggle between multiple pages, Gen Z takes this to an extreme level. People in Gen Z have an average attention span of 8 seconds and usually switch between at at least 5 different screens. Advertisers had already seen a decline in television advertising success but now with an even shorter attention span, Generation Z is not the audience to target with TV spots. Gen Z wants real content that makes them feel like they know the brand and the person behind the content. Most importantly, this age demographic wants their independence. They are not interested in loyalty programs but rather want to interact with the advertiser on their terms. Brands that understand the unique preferences of this age demographic and can build media plans, creative and overall programmatic marketing campaigns that have better results.
 

Snapchat vs. Instagram

Brands that are looking to buy programmatic media that targets a younger demographic need to stay up to date with Gen Z likes and dislikes. Especially when it comes to social media advertising. Snapchat, one of the biggest social media platforms with 150 million daily users is starting to fall behind in market share as they realize their competitors are resonating with Gen Z more effectively. Although Facebook, who also owns Instagram, added the “stories” feature and have been accused of copying Snapchat, they already have more active daily users than Snapchat. Instagram started with a larger install base, at over 800 million active users, and have been able to successfully copy what Gen Z users love about Snapchat and adapt it in their own app. This leaves Snapchat to figure out how best to target Gen Z so the users come back to their app and don’t leave them behind in the likes of Facebook and Twitter.  
 

In Summary

What do we need to know about Generation Z?

  1. Trust influencers over direct brand advertising and would prefer to see a YouTube video from someone they follow vs. a TV spot from a brand they might like.
  2. Prefer to do their shopping at a brick and mortar store rather than online.
  3. Have a super short attention span, and are often toggling between 5 screens.
  4. Are super independent and don’t want to be defined by a brand, so advertisers that want to succeed with them need to celebrate the individual rather than trying to group them into categories or audiences.

Read about the other nine trends that we are predicting will be the key to success for programmatic buying teams in 2018 here.

If you haven’t already, there is no time like 2018 to get on the programmatic bandwagon.  If you need to get started Digilant University has all the information you need to get up to speed on native advertising and more than 30 other topics.  Need more information, you can also reach out to us here.

In 2018 Native Becomes the Leading Ad Format for Programmatic Media Buying Platforms

Native advertising was established to make ads appear more natural on a web page. Rather than making it overtly obvious that the ad is not part of the original page, native advertising uses the page’s design and layout to design the ad so that it appears as just a part of the webpage.  Programmatic native advertising takes this to the next level by targeting a person based on specific data parameters, with the goal of providing the right message to the user in the context of the page/ and or platform that they are on. This provides relevant and helpful information to the user at the right time.

Increase demand for more native experiences will drive programmatic native spend, reaching $24 million by years end, compared to 13.24 billion in 2016 – eMarketer

In 2018 native digital display ads will make up more than half of all digital display ad spending in the United States. This stems from both publisher and advertiser demands. Publishers are pursuing higher value and more mobile friendly content while advertisers are interested in more engaging, less intrusive ads.  This is a trend that programmatic media buyers need to pay attention to as it will be front and center in 2018 media plans. With the advances of machine learning and AI native advertising will become even smarter and which will likely increase the already enticing engagement metrics. Also, it is easier for publishers to guarantee a viewable and fraud free experience providing brands with a more reassuring level of transparency.

Native Gained Popularity Through Social Media Platforms

Native advertising has gained traction through social media platforms, the trend having started with Facebook. In 2017, 84.2% of native display ads appeared on social platforms, which resulted in a $18.59 billion spend. Because most people consume social media on their phones, the focus native advertising development is equally been mobile heavy.  In 2017, $19.5 billion was spent on native mobile display which encompasses 88.3% of all native advertising, and the share is only growing. However, the social platform trend is slowly shifting as other publishers outside the social platform walled gardens are incorporating in-feed ads and videos allowing media buyers to scale their native programmatic ad buys, especially for those brands who are seeking higher rates of engagement. In the coming months, it is projected that more non-social publishers will quickly move to accommodate native programmatic ad buying.

As non-social sites incorporate programmatic native ads, social platforms continue to incorporate these ads to accommodate demand from both publishers and advertisers for this advertising format, and we predict that the trend will be that in 2018 native programmatic advertising will continue to take share away from display ads. The numbers back up this trend. It is estimated that the total ad spend will reach $24 billion which will make up more than 50% of all display ad spending in the United States.

Read about the other nine trends that we are predicting will be the key to success for programmatic buying teams in 2018 here.

If you haven’t already, there is no time like 2018 to get on the programmatic bandwagon.  If you need to get started Digilant University has all the information you need to get up to speed on native advertising and more than 30 other topics.  Need more information, you can also reach out to us here.

2018 Programmatic Media Buying Trends: Video Takes 1st Place in Growth Opportunity

In 2017, advertisers spent more on video ads than banner ads for the first time. In the first half of 2017, advertisers spent $921 million on video ads which topped the $903 million spent on banner ads. This is in large part due to how many people are watching videos online. In a recent report, Cisco suggests that by 2019, 80% of all consumer traffic will be video. On mobile devices, 70% of the advertising traffic will be video ads. This yields a 14-times growth within the next five years. Advertisers and programmatic media buyers have a great opportunity to embrace this change, to make content that resonates with consumers and include video in more of their media plans.

Video display ads are expected to be the second leading highest spend platform in 2018 and in 2019 (source: eMarketer).

It isn’t just the growth in video consumption that is propelling a large spend on this ad format, there are also great opportunities for return on investment. Amazon, who owns one of the larger DSPs in the programmatic space, says that including a video ad increases the propensity to buy by up to 35%. Although video ads naturally cost more to produce, they are more engaging for consumers thus making them more effective. Advertisers need to ensure that they are still creating quality content, rather than a 15 second pre-roll TV ad.

Video is Winning the Attention Battle with Consumers


Consumers are now pre-programmed to ignore banner ads, so media buys need to make sure that this doesn’t happen with video advertising as well. Consumers are already watching videos, so if videos ads are interesting, they will remain hooked. As of now, video ads have the highest click-through rates of all digital ad formats at 1.84% which in large part is due to video trends yielding more brand engagement as opposed to direct-response, “buy this product” ads. Advertisers benefit because video ads offer live and very granular insights instead of static panel insights offered by other ad formats. There are many advantages for both consumers and advertisers that this ad format will continue to offer, as long as advertisers do not abuse it.

A Shift Towards a Video-First Strategy

The opportunity for revenue in video for publishers and advertisers is equally appealing and both are embracing video advertising as a dominant format.  Consumers have grown accustomed to the pre-roll and post-roll ads that appear when watching a video. But mid-roll, outstream and social in-feed ads are on the rise, now accounting for more than half of video spend ($478 million). Advertisers will need to proceed with caution with this ad format. Consumers do not like having their content disrupted and if this platform is abused, more people will start to use ad-blockers, thus making the ads irrelevant.
If advertisers and marketers stick to making quality, non-intrusive, creative video ads, consumers will begin to adapt pre, mid or post-roll ads as a ‘native’ format and part of their online video watching. This will allow programmatic media buyers to continue to see success with their video campaigns by both engaging consumers with brands and creating an overall return on investment.

Read about the other nine trends that we are predicting will be the key to success for programmatic buying teams in 2018 here.

If you haven’t already, there is no time like 2018 to get on the programmatic bandwagon.  If you need to get started Digilant University has all the information you need to get up to speed and get going.  Need more information, you can also reach out to us here.

Programmatic Media Buying 101: How the Industry is Solving Domain Spoofing and Ad Fraud with Ads.txt & Private Marketplace

In 2018 the ad tech industry, and especially the top DSPs, are going to focus on improving inventory quality for programmatic media, as seen in our top ten trends you need to know about programmatic this year.

Download the full infographic here

What Does Inventory Quality Mean?

Over the past few years, the quantity of fraudulent ads has decreased greatly as the ability to monitor and prevent ad fraud has improved. However, there was still a significant room for improvement. Much of the development that has been made is for desktops ads. As the digital ad buying process continues to become more transparent and ad inventory quality improves, focus now needs to be centered on mobile and video ads. Video ads are extremely enticing to ad fraudsters due to high CPMs. The importance of eliminating fraud and enhancing the quality of ad inventory benefits both buyers and publishers.

On the buyer’s side, there are two major reason to ensure quality ad inventory: brand safety and media waste. If a buyer purchases fraudulent ad space and their brand is presented in a negative environment, it can greatly affect their brand image. In regard to media waste, if an ad is bought and only viewed by bots, instead of human eyes, the media spend is wasted on false impressions. Purchasing quality ad inventory ensures that an ad shows up on the site it is supposed to be published on and that human eyes are viewing it.

Publishers are primarily concerned with ensuring a quality customer experience. Customer experiences are deterred through malware or annoying ads. If the ad exchange is not properly screened, malware can arrive on a publisher’s site. If the consumer clicks on the ad, it will infect their browser, creating a very negative customer experience. Customers do not like when ads refresh, flash or are otherwise annoying. Publishers need to ensure that this is not occurring with their advertisements.

Publishers and buyers need to work together to become a trusted source of quality inventory which involves the following:

  1. Publishers sharing information with one another about negative buying experiences.
  2. DSPs need to educate their advertisers, that buying ad space from many different sources opens up the door for ad fraud.
  3. Create realistic standards for viewability. It is unrealistic to set 100% viewability goals.

Solutions for Fraud and Domain Spoofing

Private Marketplace Deals

Ad space was traditionally bought through open marketplaces. This is a process in which multiple media owners offer up their ad inventory to multiple buyers. All of the buyers compete to have their ad space placed on a page and the highest bidder wins.
Private marketplaces are auctions that are only open to select advertisers through an invitation-only format. Some of these entail only one publisher offering up ad space, others have a few. Before the auction, buyers and sellers negotiate a deal. Each deal is given a unique ID and advertisers bid on that deal only – inventory that does not meet the deal will not be bid on. This marketplace structure requires more work however, it is much more transparent. Buyers will know where their ad is being placed such as the URL of the website their ad will be shown on. The marketplace ensures a more transparent ad buying process and ensures that buyers ads show up exactly where they want them to, reaching the right audience in the right place.  

DSPs Are Implementing Ads.txt

IAB (Interactive Advertising Bureau) has released the latest mechanism that boosts inventory quality and makes the ad buying process less risky. In September, IAB released the authorized digital sellers or ads.txt. This is a simple, flexible method for publishers and distributors to clearly state which companies are authorized to use their digital inventory.

Companies drop a text file on their website that lists the different companies authorized to sell inventory on their site. This will enable buyers to see which programmatic firms have authorization to sell ad space on specific websites, ensuring validity in their purchase. The upkeep for this process is also simple. Someone will have to monitor additions to an ads.txt list to stay up to date with authorized sellers.

If you haven’t already, there is no time like 2018 to get on the programmatic bandwagon.  If you need to get started Digilant University has all the information you need to get up to speed and get going.  Need more information you can also reach out to us here.

10 Programmatic Media Buying Trends for 2018 That You Need to Know About

As we kick off 2018, it’s important as marketers, media buyers or media planners to be confident that we are making the right choices, spending valuable dollars in the right places and overall making the returns for those dollars that everyone is expecting.  How do we know for sure we made the right decisions?  We read, we discuss and we read some more on what’s next and how we can outsmart others by being ahead of the trends or implementing the newest ad technology before anyone realized they even needed it.

Our team at Digilant has spent a good amount of time doing the research for you.  We narrowed it down to 10 big trends we know will affect programmatic media buyers this year.  In 2018 you will be hearing a lot of talk about in-housing, ads.txt, OTT, DOOH, native, transparency, attribution and how digital media buying will be going fully programmatic in the next couple of years. We will cover all these topics and more over the next couple of weeks but in the meantime we offer you 10 things you need to know about programmatic for 2018.

Download the full infographic here or read it below. 
If you haven’t already, there is no time like 2018 to get on the programmatic bandwagon.  If you need to get started Digilant University has all the information you need to get up to speed and get going.  Need more information you can also reach out to us here.

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