RTB Zeitgeist: How Brands Measure in a Programmatic World
Republished from the SiteScout Blog.
Measurement matters in a programmatic buying environment. You can’t just import traditional measurement methods, though. The measurement must fit the workflow.
In a programmatic buying environment, analytics has to be more accurate and stable than the initial modelling used for the programmatic buy. That means it has to be a more dependable information source than what’s provided in the programmatic scheme pre-transaction. It also has to be quick enough to let actions be taken throughout a campaign, and needs to be sufficiently granular in order to identify areas where action is required.
Programmatic measurement must also be easily accessed. It should address the fundamental objectives that marketers are trying to accomplish. Finally, programmatic measurement must be independent and unbiased.
The Rise of In-Image Programmatic Ads
In-image ads can now be programmatic thanks to a partnership between GumGum, which offers ads that appear in Web images, and ad-trading tech platform Xaxis.
Thanks to the new partnerships, brands will now be able to create custom interactive-styled ads through a programmatic system that includes approximately 200 websites, according to GumGum CEO Ophir Tanz. Xaxis will allocate targeting parameters that determine where ads appear on the GumGum network.
Xaxis will be able to to create custom creative in-house that brands could use for image-friendly campaigns, as well as allowing clients to apply third-party tracking to capture standard metrics.
TV Programmatic: The Best Of All Possible Worlds?
There are three stages of “TV programmatism,” says Integrated Media Solutions’ Mitch Oscar: Cable versus broadcast, contextual audience networks, and “As We TV Programmatically Is.”
In trying to allow cable TV to compete with the effective CPM offered by broadcast, conceptual audience aggregation platforms arose, ultimately paving the way for addressable TV. Contextual audience networks would come to build upon those platforms under the premise that set-top-box viewership combined with third-party data could inform the purchase of local cable TV and national cable networks’ ad inventory.
Finally, the third stage involved the digital video community, where broadband video TV reach extension products would add reach to a marketer’s traditional TV campaign. They would do so by harnessing set-top-box data coupled with third-party data and first-party data appendages plus, of course, broadband video inventory.