Murray Phillipson, Platform Demand Director for EMEA
In a recent MediaPost article, Sean Hargrave wondered if agencies will have a role in a programmatic future.
On the one hand, the future does seem a bit shaky for agencies. After all, more and more brands are bringing programmatic in-house in order to reduce costs as well as keep all of the campaign data and learnings closer to home. But is programmatic self-serve for everybody?
To start, setting up a programmatic campaign requires a bit of skill. The trafficker must strike the right balance of flight time, frequency of changes in offers and promotions, complexity of targeting and frequency tactics used, as well as performance and pacing goals.
Ongoing optimization requires a whole other skillset. Programmatic campaigns need continuous time and attention in order to reap the strategic benefits of the tactic, such as audience discovery and other learnings.
If you’ve wondered why OpenX continues to invest in offices and staff throughout Europe the answer is rather simple: Programmatic spending is experiencing a remarkable upward trajectory in that region. In 2013 alone, spending leapt an astounding 111%, according to a joint report by the IAB Europe and HIS Technology, accounting for 21.3% of all online display revenues.
Looking at the market as a whole, digital advertising is gaining in importance. In fact, the IAB Europe/IHS Technology study reports that online ad spend is “on course to surpass outlays on any other media platform by 2018.”
Looking at transactions across 26 European countries, the report identified three major growth areas in regional ad spending:
- The expanding mobile market
- Video formats
- Programmatic buying
Why the rise in programmatic spending? Improved targeting, the ability to reach in real time, as well as significant reductions in impression waste were the top reasons cited by marketing professionals throughout Europe.
Recently, OpenX hosted a webinar in partnership with Integral Ad Science and Quantcast titled, ‘Three Sides to Viewability.’ The 45-minute webinar covered the effects and challenges of viewability on the marketplace from the perspectives of three sides of the digital ad ecosystem: advertisers, publishers and third-party providers.
Speakers included Ravi Patel, Product and Strategy manager for Integral Ad Science, David Grant, Director of Product for Quantcast, and John Murphy, VP of Market Quality for OpenX.
If you missed the webinar, or would like to view it again, just click here.
This blog post is dedicated to answering the questions we did not get to during the live Q&A. If you have any additional questions, please feel free to contact us directly.
If part of the viewability issue involves user behavior (scrolling below the fold, opening multiple browsers at the same time) then how is it possible to predict if an impression will be viewable? Continue reading
By Rohan Lala, Demand Sales Associate
Not too long ago, Josh Engroff wrote an article in AdExchanger calling for a Bloomberg terminal for RTB buyers who purchase inventory in open ad exchanges. In his article, Josh examines the reasons why RTB buyers can only access a tiny fraction of data, while publishers have plenty. The result is an asymmetry of information. He writes:
“As a buyer on the open RTB exchange, if I am unable to see any pricing data whatsoever prior to executing a trade, then the market isn’t truly open to me. It is partly obscured and the result is information asymmetry – publishers and SSPs see all price data, while buyers see relatively little.”
I work with all types of RTB buyers and constantly see this disparity at play. Publishers get detailed insights into who buys their inventory, the prices they pay, and how ads perform. But as Josh points out, buyers see only how their purchases perform in an exchange – which is typically less than 1% of the available information.
This raises an important question: Given the data disparity at play, what can buyers do to increase their buying efficiency? Continue reading
OpenX, a global leader in web and mobile advertising technology, has prepared an extraordinary lineup of speakers and agenda for Advertising Week 2014. If you’re heading to Advertising Week in New York next week, you’re not going to want to miss this.
OpenX will participate in a series of compelling sessions that will provide essential insights into unleashing the transformative power of programmatic advertising. This year, OpenX kicks off Advertising Week’s official Programmatic Day on Monday September 29th with two important morning sessions: the first features OpenX CEO Tim Cadogan and the second features Rob Kramer, GM of Mobile at OpenX. Continue reading
This week AdExchanger’s “Data-Driven Thinking” column featured a compelling article written by Ian Davidson, Senior Director of Platform Demand at OpenX.
In “Conversion Data: A Key to Cutting Waste,” Ian Davidson addresses one of the key challenges inherent to the programmatic media buying ecosystem: waste.
Ian also connects waste with conversion data and how the industry is not doing enough with it. In fact, when the industry is not using conversion data as well as we should, we’re not doing enough about waste.
Meanwhile, some exchanges invest a lot of resources in eliminating fraud from programmatic but still hear from buyers that certain segments of inventory are not performing very well.
To address concerns of cutting waste while exchanges look for new ways to identify and eliminate underperforming traffic, an ambitious solution is proposed: sharing conversion data with exchanges in a trusted and controlled manner.
But many programmatic-media buyers view their conversion data as their own and keep this information top secret. So, you have buyers’ fears about sharing, and on the other hand, you have the desire to have a system that can provide greater returns. The key to this is aggregation. In the article, Ian suggests to combine all buyers’ data together in the exchange. Continue reading
Earlier this year, the IAB issued its standard for measuring viewable display impressions: a minimum of 50 percent of pixels in view for a minimum of two seconds. But with the new guidelines, questions arise. What impact, if any, will this IAB guideline have on advertisers, publishers and the industry?
Join OpenX, Integral Ad Science and Quantcast as we explore the effects and challenges of viewability on the marketplace from the perspectives of three sides of the digital ad ecosystem: advertisers, publishers and third-party providers.
Topics covered include:
- An overview of the current landscape including stats and trends
- A discussion of the measurement methodologies including mobile and video
- Helpful tips for advertisers and publishers to prepare to take advantage of viewability
- Q&A with speakers: John Murphy, VP of Marketplace Quality (OpenX), Ravi Patel, Product & Strategy (Integral Ad Science), David Grant, Director of Product, Quantcast
There’s still time to register for this free webinar!
By Elizabeth Chapman, Sr. Manager, Business Development
Today’s media buyers have significant choice when it comes to acquiring inventory for their campaigns. The digital ecosystem offers numerous ad exchanges, as well as hundreds of ad networks that provide a broad spectrum of display, mobile and video inventory.
As a buyer, how do you know which route best serves your objectives? Prior to joining OpenX I served on multiple teams for an ad network, which helped me develop a broad perspective, and I’d like to share what I’ve learned to help media buyers better understand the ecosystem. Below are my observations on key issues for marketers.
Ad Exchanges provide a very high level of transparency. When the initial ad call is sent out, it’s sent to all buyers simultaneously, and the winner is selected from the pool. As a buyer, you can see the URLs of where your ads appeared, as well as how they performed by site.
This contrasts with ad networks, where transparency is a key challenge. Due to the network’s daisy-chaining buyers, as opposed to holding an auction with all buyers, URL transparency can be lost. You may never know where your ads appear, therefore you won’t have the insight needed to assess site performance. Continue reading
Every now and then there are days when you’re at the office and your colleagues do or say something that makes you think, “These are exactly the kinds of people I want on my team!”
This happened last Friday at OpenX.
In an effort to show strength, solidarity and support for a colleague who is currently fighting (and beating) breast cancer, the OpenX team held a “Head Shaving Extravaganza!” in our lobby. As you can tell from the pictures there was in fact a head-shaving extravaganza, however what you can’t see is how strongly OpenXers take their core values. Here at OpenX we are one. We are a group of strong and diverse individuals unified by a clear common purpose. Our “Head Shaving Extravaganza!” is one example of how we turn our values into actions.
We were fortunate enough to witness our colleagues step up and show their solidarity with one incredible woman’s battle against breast cancer. Continue reading
Earlier this week, LinkedIn, as part of their ongoing Influencers series, published “`Being Mean’: The Power of Constructive Criticism” by Tim Cadogan, CEO, OpenX.
In “’Being Mean”: The Power of Constructive Criticism,” Tim examines three approaches to providing productive criticism and how, in fact, not to be “mean”.
Article highlights and tips for constructive criticism include:
·Frequent – Provide frequent and prompt constructive criticism. Engage early and often, striving for immediacy. Provide frequent suggestions versus a barrage of feedback during an arbitrary session.
·Focused – The more focused, specific and actionable your feedback is, the better. It’s easier for a person concentrate on smaller, more tangible criticism that is actionable.
·Friendly – Be personable. The old maxim “sorry it’s business, it’s not personal” is false. Taking the time and effort to provide constructive feedback shows you care.
“If you really care about your company and your colleagues, you owe it to them to give them frequent, focused and friendly constructive criticism,” writes Tim. “It makes them better and with luck they will also reciprocate and give you the same kind of feedback and help you get better too.” Continue reading