Programmatic advertising
MarTech is your source for programmatic advertising content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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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Adtech’s approaches to greener marketing
Mastercard and HSBC Bank were among those discussing ways to reduce carbon emissions at the Green Media Summit.
Internet advertising up 7.3%, reaching record high in U.S.
U.S. internet advertising climbed to $225 billion in 2023, with double-digit growth from retail media, CTV and audio ads, according to IAB/PwC report.
Adtech’s climate challenge: Can marketing cool the planet?
The Green Media Summit looks to give people actionable ideas about how their business and industry can generate less greenhouse gasses.
Google tells antitrust judge government trying to punish company for Search success
Google claims the U.S. Government is trying to penalize it for being successful in a post-trial brief submitted to a DC Judge.
Clinch adds digital audio to dynamic creative campaigns
Marketers can leverage the growing digital audio space and serve relevant dynamic ads on podcasts, streaming audio and smart speakers.
Marketers fume as Google Ads’ customer service hits ‘all-time low’
Marketers say Google ad reps don't seem to know much about services, can't get routine problems corrected and use scare tactics to sell.
Google lets advertisers opt out of Search Partner Network amid Adalytics claims
The Adalytics report alleges ads have been appearing alongside potentially harmful content including sites on brands' exclusion lists.
ANA study finds 25% of programmatic ad dollars are wasted
Only $0.36 of each $1.00 that goes into a DSP reaches a consumer, the study found.
How reducing your carbon footprint can save you money and increase ad impact
Crimtan's CTO explains what you can do to improve your marketing's efficiency while also aiding in the fight against climate change.
Become a data champion by mastering marketing analytics automation
In this webinar, you'll gain the power of optimizing campaign performance effortlessly across all channels.
Build trust and boost profits with programmatic ads
This digital advertising webinar will help you stay ahead with consent-driven ad strategies.
Meta third-quarter revenue up by 23%
Surging digital ad market and layoffs combine to give Facebook parent $11,6 billion in profit, more than twice what it was a year earlier.
Pepsi, McDonald’s and the latest in digital out-of-home
Brands and tech leaders at the DPAA Summit offered a vision of more dynamic omnichannel engagement driven by data and DOOH.
How Icelandair used programmatic to increase bookings
Programmatic is typically used for top-of-the-funnel, brand awareness. Icelandair and its partners figured out how to get it to increase sales.
Criteo puts retail media DSP into general release
Commerce Max has been in limited use since 2020, it offers brands and agencies a single point of entry to retail media inventory.
Gen Z teens are watching YouTube ads and recalling what they’ve seen
YouTube is now the number one platform for teens, with almost eight in 10 using it to stream video content.
Digital experience platform (DXP)
Lyft introduces in-app ads as part of an expanded rider experience
By building out their ridesharing ecosystem, Lyft Media has grown 4X in the last year. Riders will see one in-app ad per ride at the program's start.
What brands and retailers need to know about RMNs
Michael Greene, head of strategy at Criteo, discusses what needs to change if retail media networks are going to be successful.
CTV ad spend hits record-breaking $1 billion in June
Ad intelligence provider Vivvix (formerly Kantar) forecasts continued growth in CTV and other digital platforms like YouTube.
Bid shading costing advertisers $6.6 billion yearly
Bid shading: Advertisers don’t understand the practice and are paying dearly for it, according to a new study by Cognitiv.
Sam’s Club’s retail media network rolls out new experience and targeting capabilities
Sam’s Club Member Access Platform uses sales attribution and strategic partnerships to close the loop for omnichannel advertisers.
How a small chain is going big with a retail media network
Success with an RMN depends on the quality of consumer engagement, not the size of the organization.
Programmatic’s ad targeting and optimization come to digital out-of-home
Beeyond Media’s new tool lets brands reach targeted audiences using out-of-home technology while maintaining privacy.
Global digital ad spend set to grow 8.4% this year
Digital is a "victim" of its own success: It now accounts for 68% of all ad spending and is on course to hit 75% by 2028.
Advertisers and audiences refute the idea that podcasts are on the wane
Last year, podcast ad revenues increased 26%, twice the rate of the internet ad market. This year the audience hit an all-time high.
‘Bad’ digital ad spending can harm the environment
As we come up to Earth Day, know that the media properties with the biggest carbon footprint are typically fraud, click-bait or offer low-value inventory.
How enterprises are pursuing martech and adtech integration today
Fully integrating martech and adtech systems is a long-term play, but enterprises can start taking the steps toward alignment today.
In-game advertising: A marketer’s guide
With the right strategy, in-game advertising can be a powerful tool for reaching and engaging with today's gaming audiences.
How to create winning B2B programmatic ad campaigns
Whether establishing a brand or increasing demand, here's how one company ran two successful B2B programmatic ad campaigns.
How Michelob ULTRA, PepsiCo and Rakuten are approaching the Super Bowl this year
Brands have paired up with ecommerce companies like Instacart and DoorDash to get their products to consumers before and during the game.
2023 Predictions: Digital media and advertising
Ad-supported streaming grows, while marketers demand better measurement and a greener supply path.
Ad-supported streaming expands with new Disney+ tier
For the first time ad-supported streaming subscriptions are out-pacing ad-free ones among in U.S. households.
Bermuda Tourism launches 3D digital out-of-home in New York
Bermuda Tourism Authority is pioneering the new technology with OUTFRONT to boost awareness and get flights booked.
Yahoo and Taboola sign “30-year” exclusive ad agreement
Taboola will be the exclusive ad provider for Yahoo. The two companies will split ad revenues..
How brands are using CTV and OTT for the 2022 FIFA World Cup
Brands are adapting to younger consumers who stream the tournament, and keeping to their messages to avoid tournament controversies.
How companies are leveraging clean rooms and first-party data as cookies vanish
Remain competitive with campaign insights and customer segmentation with the help of clean room partners.
SponsorPulse expands data-driven sponsorships for brands
A new partnership with Dynata and MiQ enables scalable audience insights for sports and entertainment sponsors.
Soundrise connects advertisers to podcast creators with shared values
Soundrise is using technology to scale sponsorships while prioritizing creator independence and listener privacy.
Survey finds gamers prefer native ads
A new gamer study from Frameplay shows the top ad formats in the $196.8 billion videogame industry.
What every marketer needs to know about programmatic advertising
Programmatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.