Advertising isn’t what it used to be. It’s more precise than at any other point in history. According to LinkedIn Influencer Tim Cadogan, “programmatic advertising” is expected to “grow tens of billions of dollars” by 2020, but what is it? First there was “paid search” which peaked at the turn of the century and finally became a $58 billion industry–and paid search is still going strong. However, the growth of programmatic is outpacing even that of paid search. Is programmatic advertising set to leave paid search in the dust?
Major League Gaming (MLG), an e-Sports organization founded in 2002, on Tuesday announced it has struck an exclusive agreement with OpenX, a supply-side platform and RTB ad exchange, to sell its display ad inventory programmatically.
MLG previously used PubMatic as its programmatic display monetization platform of choice.
Look under the hood at many of the buzziest digital publishers of the moment and you’ll hear all about native advertising, a new(ish) kind of paid programming that offers content that’s supposed to be more appealing than a banner ad asking you if you need to lose weight or want to sell your eggs. From BuzzFeed to the New York Times, publishers see native ads as a tactic that offers more quality control, brand consistency—and a higher price tag.
Programmatic advertising is booming. Marketers and media owners are increasingly buying and selling ad space using automated software tools instead of phones and email, and technology companies are jockeying for position as the vendors of choice for software tools.
Google AdX, OpenX and Rubicon Project held onto their top-three rankings on the January Seller Trust Index of programmatic ad sellers issued by Pixalate, a programmatic analytics platform.
Aimed at giving buyers a baseline measure of inventory quality metrics among sellers, Pixalate’s rankings are based on an analysis of billions of ad impressions served across open ad exchanges.
It’s no secret that the fast-rising practice of automated or “programmatic” selling of display ads carries a lot of risks–namely, advertisers often can’t be certain which sites their ads actually ran on, or even how many people actually saw them. Now, an analytics firm focused on programmatic ad sales has released a “global seller trust index” for the first time.
Premium programmatic is a hot concept, and it’s catching on. The ad industry’s top brands are embracing more automation for digital campaigns—Cadillac, Tory Burch, CBS—and publishers are too. OpenX, an ad tech platform for buyers and sellers, is working on a programmatic direct model where the advertisers have certainty and control.
Several major players in the online advertising ecosystem have very publicly declared their war on fraud. Marketers have spoken up against paying for traffic coming from non-human “bots” or ads that are so tiny they aren’t viewable. Now, there is yet another fraudulent tactic for them to worry about.
URL Masking Is Another Type Fraud Plaguing Automated Ad Buying Marketplaces
Though lucrative bot fraud gets much of the digital advertising industry’s attention, so-called URL masking, where publishers misrepresent their URLs to buyers, is another growing problem. “We see it as a major threat to the validity and the integrity of the exchanges out there,” said John Murphy, who leads traffic quality efforts at ad-tech company OpenX and is charged with fighting URL masking.
The best companies, much like people, grow up over time. One of the clearest signals of this maturation is hiring the kind of experienced leadership capable of operating a business at meaningful scale, both in terms of employee headcount and revenue or customer count.
For OpenX, the seven-year-old, Pasadena-based programmatic advertising platform, this maturation meant in part taking the challenge of telling its story more seriously, according to co-founder and CEO Tim Cadogan. Thus, the company today announced the addition of Deborah Roth as its first ever Chief Communications Officer.