Digital Media Buying
Most digital display ads are now purchased programmatically in the US, but what’s next? We explore why digital audio, out-of-home and television are prime targets for programmatic buyers.View this Report
Amanda Martin, director of enterprise partnerships at Goodway Group discusses why it’s a no-brainer for programmatic buyers to bring historically traditional media channels under the broader automation umbrella.
Director of Enterprise Partnerships
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What Industry Challenges Do UK Digital Media Professionals See Becoming a Greater Concern in 2019? (% of respondents)
What Do US Digital Media Professionals Think Will Offer the Biggest Opportunity for Digital Advertisers in 2019? (% of respondents)
Strong Threats to Digital Ad Budgets in 2019 According to US Digital Media Professionals* (% of respondents)
What Industry Challenges Do US Digital Media Professionals See Becoming a Greater Concern in 2019? (% of respondents)
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Driven by Social, Native Accounts for Nearly Two-Thirds of Display Ad Spend
Apr 16, 2019
We forecast that native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017. But the bulk of native ad spend will go to social media platforms.
Should Ad Agencies Embrace Audits?
Apr 16, 2019
Brands are auditing their agencies to verify how their businesses operate, but some agencies have pushed back against audits. Ali Plonchak, managing director of digital strategy and integration at ad agency Crossmedia, said that agencies should embrace audits because they facilitate transparency, which brand clients demand more of.
Awash in Data, Marketers Still Find Ad Targeting Capabilities Lacking
Apr 11, 2019
The push for more effective ad targeting remains one of marketers’ chief occupations. More than half of client-side marketers surveyed by Econsultancy and Adobe said leveraging data for more effective segmentation and targeting is among their top three organizational priorities this year.
Advertisers Spend More on Native, but Favor the Same Formats
Mar 18, 2019
The typical native display ad is mobile, social and purchased programmatically—and that’s not expected to change over the next couple years, as the native ad market continues organic growth.
Who Cares About Brand Safety?
Mar 10, 2019
Brand safety is a serious concern for 60% of the ad industry professionals GumGum and Digiday surveyed in November 2018. But that’s down from 90% in 2017.
Agency Pros Say Fraud Is Biggest Threat to Their Budgets
Feb 22, 2019
In a poll conducted by ad measurement firm Integral Ad Science (IAS), 69.0% of agency executives say that fraud is the biggest hindrance to ad budget growth, compared with more than half (52.6%) of brand professionals who said the same.
How Data Science Is Changing Marketing Attribution
Feb 14, 2019
Some marketers turn to data scientists as they look to improve their ad measurement and digital attribution capabilities.
Does OTT Have an Ad Fraud Problem?
Feb 04, 2019
Over-the-top video inventory demand is very strong, but the supply of impressions is limited. This has created an opportunity for fraudsters to trick advertisers into buying inventory that does not really exist.
How Are Marketers Successfully Shaking Last-Click Attribution?
Jan 31, 2019
The inaccuracies of last-click attribution are well-documented, yet many marketers still rely on it.
On Which Platforms Will US Digital Media Professionals Increase Ad Spending in 2019? (% of respondents, Dec 2018)
Jan 29, 2019
Attitudes Toward Social Media Campaign Transparency Among US Digital Media Professionals, Dec 2018 (% of respondents)
Jan 29, 2019
What Are US Digital Media Professionals' Most Important Performance Metrics for Measuring the Quality of Social Campaigns? (% of respondents, Dec 2018)
Jan 29, 2019
How Will TV Advertising Become More Data-Driven?
Jan 28, 2019
TV ad buying is unlikely to follow the real-time bidding model that became popular with digital advertising. However, many TV advertising tasks—including reporting, creative placement and measurement—are likely to become more automated.
How Marketers Are Altering Their TV Attribution Strategies
Jan 22, 2019
As TV advertising becomes more digitized, marketers are turning to more sophisticated attribution models.
Will New Measurement Standards Drive Podcast Advertising?
Jan 15, 2019
Fragmented and rudimentary measurements prevent more brands from buying in to podcasts. However, some of these issues may improve as ad standards emerge.