Programmatic Advertising

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Publishers Worry Programmatic Is Hurting Ad Prices

Dec 10, 2018

According to a new study of US publishing executives, programmatic is leading people to worry more about downward pressures on CPMs than tech taxes or latency.

How Advertisers Can Wield Data Exhaust

Dec 04, 2018

The data generated by programmatic bidding can be used to target audiences, map out users’ customer journeys and optimize campaigns.

How Disparate Systems Complicate Martech Strategies

Nov 06, 2018

The ballooning marketing tech landscape puts marketers in a tough position to develop a cohesive technology strategy.

How Political Advertisers on Deadline Utilize Programmatic

Nov 05, 2018

The speed and efficiency of automated ad buying makes it attractive for political advertisers working under tight schedules.

What Brands Need to Understand Before They Execute Dynamic Creative Optimization

Oct 30, 2018

Today marketers have a treasure trove of customer data that they can use to target their messaging. But the next step in ad personalization is dynamic creative optimization, which allows for more effective customization of the consumer ad experience. Greg Sobiech, founder and managing partner at digital consultancy Delve, spoke with eMarketer's Nicole Perrin about what's involved in dynamic creative optimization and the hurdles to execution.

Lack of Understanding Limits In-App Header Bidding, For Now

Oct 19, 2018

Header bidding is making it easier for ad buyers to access premium app inventory, but before mass implementation can occur, server-to-server issues must be sorted out.

First-Price Auctions Are Driving Up Ad Prices

Oct 17, 2018

Programmatic platforms are changing the way they price inventory, and their moves are increasing CPMs and creating headaches for ad buyers.