Programmatic continues to evolve from disruptive technology to mainstream transactional vehicle.
The role of brands that touch so many lives in a variety of capacities cannot be understated.
Facing a raft of criticism for its past excesses, last week’s 65th Cannes International Festival of Creativity was a far more focused affair.
As major marketers grapple with the effects of fraud and high ad-tech costs on their media budgets, their trust in traditional media agencies is on a sharp decline.
When the modern snakeoil salesmen tell us which digital ad formats are most effective and, in response, we limit our creative ideas to ten A and B tested images on a carousel, we are lining their pockets, not building brands.
The rise of programmatic advertising has been one of the great success stories of the last decade in global media.
In today’s digital environment of fake news and advertising potentially appearing alongside offensive content, brand safety is increasingly a major concern for digital advertisers.
Glance at any FMCG-related news from the last few weeks and you’d be hard pressed to spot any significant differences to this time last year.
Technologists argue that algorithms are the future – a machine-intelligence that works in our best interests, learning our preferences and improving our lives.
There’s no doubt the media buying industry is aimed towards a programmatic future. But with well- publicized issues surrounding media quality, safety and margins, many in the industry have questioned the role of how agencies should and need to be involved.