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Programmatic trading is entering a new era.
Marketers are increasingly taking media buying in-house as changes in privacy laws, growing suspicions about just how much spend goes toward working media and Big Tech’s dominance puts pressure on the legacy business models of network media agencies.
Read More Adweek: Media Agencies Are Rethinking Their Supply Chain to Combat In-Housing
When Ken Brook founded the blockchain ad-tech startup MetaX in early 2017, the notion of applying the decentralized ledger system behind cryptocurrency to the ills of digital advertising was still relatively novel. A prolonged rally in the price of bitcoin had brought buzz to all things blockchain, and the company received plenty of early attention. Other startups soon followed in droves.
Read More Adweek: 2 Years Ago, Blockchain Was Hyped as a World Changer. So What Happened?
In-housing is increasingly being positioned as the silver bullet to the aging network agency models, which are riddled with middlemen in digital and a corresponding lack of transparency, driving advertisers’ desire to take back control.
Read More The Drum: In-Housing Programmatic: The Role of Trust And Transparency is Key
As advertising campaigns become more complex in order to successfully reach today’s audiences at the right place and at the right moment, the need for effective advertising technology solutions that can track, optimize and measure a campaign is growing.
Read More AdAge: 4 Ways An In-House Ad Tech Team Is Better For Your Business
If you’ve been a CMO for the past five years, you remember those times when entrepreneurs looked at blockchain through hype-filled eyes. Some regarded it as an opportunity to make big bucks, while others were scared of the “Wild West” label that the media put on crypto markets due to their free regulation.
Read More Forbes: How Blockchain Is Affecting The Marketing And Advertising Industry
Unilever’s foray into digital ad-buying backed by blockchain has begun positively, the FMCG giant has reported, after a pilot project found “zero leakage” in any of its media investment.
Read More Campaign: Unilever Encouraged By Blockchain Ad-Buying Pilot
The quest for greater transparency has become the loudest rallying cry ever heard across the marketing and advertising sector, but it’s how brands respond that really matters.
Read More MediaPost: Transparency: The Future Of Advertising, Marketing Sectors
The transparency debate and distrust between advertisers and media buying agencies has been a topic in C-suites since Jon Mandel’s 2015 speech at the Association of National Advertisers’ (ANA) annual media conference, yet ANA’s work on transparency dates back to at least 2011. Interest took a new, unprecedented turn on October 10, 2018 when the ANA notified its members that the U.S. Federal Bureau of Investigation (FBI) asked the ANA to inform its members about the investigation and to ask its members to consider cooperating with the FBI investigation if they believed they might have been defrauded by their agencies.
Read More ANA: Media Buying 2018 — Transparency at a Crossroads
Digital marketers must use digital technology to solve the measurement problem they created.
Read More Forbes: Government Oversight Won’t Make Marketing More Accountable
The number of marketers with in-house agencies has grown sharply over the past five years, according to a new study from the National Association of Advertisers, based on a poll of its members.
Read More MediaPost Agency Daily: ANA: Over Three-Quarters Of Our Members Have In-House Agencies