News You Can Use: The Week’s Biggest Programmatic Stories
Each and every week Unruly scours the web, Twitter feeds, boardrooms and events for the biggest stories in programmatic video advertising – so you can catch up on anything you missed before the weekend.
This week’s big news came from the ANA’s annual Masters of Marketing – which saw P&G CMO Marc Pritchard deliver another rousing speech on the value of transparency and purpose in marketing.
Elsewhere in the world of programmatic we saw bundles of research around brand safety and ad fraud, as well as telling insights which suggest that this topic is not going away anytime soon.
So get reading!
5. ARR! TAG Seal Reduces Pirated Content Ad Revenue by Half
A new study from The Trustworthy Accountability Group (TAG) this week revealed that anti-piracy efforts across the ad industry had reduced revenue for pirates by between 48-61%.
The effort, led in part by TAG’s ‘Certified Against Piracy’ seal, shows how a concerted push from all players and strong third-party verification can lead to more transparency and reduced wastage for advertisers.
We recently became the only video SSP to receive an independent review certifying our compliance with the TAG’s Inventory Quality Guidelines (IGQ).
4. Brand Safety & Diversity Top Talks At Masters of Marketing
This week roughly 2,500 marketers attended the ANA’s annual Masters of Marketing conference in Orlando, Florida. The big themes of this year’s conference were similar to those of dmexco and Cannes, namely; brand safety, diversity, transparency and creative excellence.
P&Gs CMO Marc Pritchard took to the stage to discuss the success of its ongoing ‘Like A Girl’ campaigns, as well as a recent campaign which sought help parents discuss racism with their children.
3. Bonjour! Programmatic Soars In Europe
A new piece of research from Freewheel, a video insight business, paints a positive picture for the future of programmatic video in Europe. The report suggests that premium video views have grown 21% year-on-year in the region, and point to an increase in video starts of 44%.
The report also suggests that the European market is embracing programmatic at a higher rate than the US market, with 21.6% of monetisation conducted through programmatic deals.
2. Knowledge Gap In Mobile Intimidates Marketers
Programmatic mobile was identified as the biggest knowledge gap in a recent survey released this week by iotec, asking 500 UK marketers about their current and future programmatic plans.
41% of marketers reported mobile programmatic more confusing than on desktop, while more than 60% plan to increase their spend over the next year. The survey also showed that the biggest concern in this space was around transparency with 50% citing that as their primary focus.
1. Brand Safety Experts Needed!
Research Group analyst Brian Wieser this week released combined research which showed that ad tech around the world is expanding at roughly 9% (in terms of the number of professionals) and that, in particular firms that provide data around brand safety are growing the fastest.
The study used LinkedIn data to show that two of the biggest players in this space, IAS and DoubleVerify, have expanded by more than 26% year-on-year.
