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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Why Netflix may have to introduce ads and how TV is becoming a programmatic medium
Audience segmentation, targeting and (offline) attribution are increasingly available for 'TV inventory.'
Waze enables programmatic inventory, offers richer analytics with Google ad tech integrations
Local businesses advertising on the platform can bring customers to their front door with programmatic placements and richer analytics that include real-time insights.
Report argues location data is key to better mobile programmatic outcomes
Simpli.fi says pre-packaged audience segments have significant limitations.
Google Ad Manager adopting first price auctions for programmatic display, video
The decision comes amid industry calls for greater transparency and simplicity in programmatic.
Privacy group’s accusations against IAB Europe question ‘the bedrock upon which programmatic is built’
The trade group denies that real-time bidding is incompatible with GDPR.
Taptica acquires RhythmOne to bulk up programmatic video ad capabilities, increase focus on CTV
Adding to its purchase of Tremor Video DSP, the company hopes to provide advertisers with a more transparent buying process.