R is for RTB
In the latest addition to our A-Z of Adtech series our Product Compliance Director, Kelly Jacobson Collins, takes a look at RTB and the ICO’s latest report. Real-time Bidding (RTB) is a fundamental pillar of programmatic advertising and refers to the automated buying and selling of online ad impressions through real-time auctions which take place in milliseconds. Those auctions are facilitated and underpinned by an evolved adtech industry of which Unruly is part. I hear the ICO released an important report recently? In June, the ICO (the UK “data protection authority”) released their ‘Update Report Into Adtech and Real-Time Bidding’ report. It focuses on the legalities and contractual complexities of the adtech supply chain via RTB. It surmises that the “adtech industry appears immature in its understanding of
Q is for Quality Environments
For the next in our A-Z of adtech we take a look at how to decide whether a site is quality/premium. If you work in the advertising sector you’ve most likely heard of quality or premium environments. This idea of quality environments grew and really took off around the time that negative stories around social media first emerged in the press. Where did this all begin? Stories like fake news being spread through Facebook, and ads appearing alongside extremist and degrading videos on YouTube have really driven awareness for advertisers and brands around where their ads appear. We now have well-know advertising moguls, brand leaders, multiple reports and research studies from across the globe that confirm the idea that advertising in quality environments is an effective way to
P is for Programmatic
In our latest addition to the A-Z of adtech, our Programmatic wiz, Paul Gubbins, breaks down and simplifies the different types of programmatic advertising. If you need a short and sweet guide to programmatic, you’ve come to the right place! Why are there so many types of programmatic advertising? With more flavours than Baskin Robbins, it is easy to understand how marketers and publishers get overwhelmed with the variety of programmatic buying and selling models available. It used to be straight forward. Buyers negotiated price and volume of impressions to be served directly with the publisher and cemented this commitment via a signed insertion order (or IO). During the first generation of programmatic, publishers sent their unsold inventory to supply-side platforms (SSPs) and exchanges to increase sell-through rates
O is for Outstream
For the next in the A-Z of adtech series, our Demand BD Executive, Luca Bozzo, looks at the wonderful world of outstream, where we began, how it’s being used, and what the future holds for this format. From humble beginnings to the fastest growing video format Outstream as a format has achieved its original, necessary purpose: open up significantly more video supply and do it at a lower price point. Publishers couldn’t create enough video content to keep up with the seismic spend shift to video, and demand for the burgeoning channel made CPMs balloon. Outstream solved both issues at once by opening up net new inventory while keeping CPMs low, and it’s skyrocketed since. It’s only natural that traders, platforms, and publishers all took note. According to
N is for News environments
In this edition of the A-Z of adtech, we examine how premium environments like news sites, boost metrics for video ads. A recent study by Newsworks and the Association for Online Publishing (AOP) looked at ads in premium environments compared to social media and found some interesting results… So what does all this mean? Left brain memory encoding, which processes words and detail, is 42% stronger when people view ads on premium editorial sites than when they see the same ads on social media sites. Right brain memory encoding (higher emotional intensity) is strong for both premium sites and social media, but ads on premium sites still generate a 9% stronger response. Ads on premium sites are viewed for an average of 17% longer compared to ads
M is for Mute
In our next in the A-Z of adtech series we look at optimising creative for sound off, and whether audio metrics are still a valid way of measuring ad performance. It’s a tense time for publishers… On average, desktop traffic is declining in favour of mobile. Using the US as an example, 63% of online traffic comes from smartphones and tablets, which means that desktop display traffic, currently sold via direct sales team and SSPs is also declining. On the face of it, that might not sound like a big deal. It’s not like people are giving up the internet, they’re just consuming more content on their phones. So what’s the problem? The problem is that the online advertising landscape is changing. Recent headlines made by Apple about
L is for Length
As part of our A-Z of Adtech series, we’ve dug into our emotional database to find out whether the length of an ad affects the emotions that are evoked in viewers when they experience it. In the below chart you can see how different emotions are affected depending on how long the length of the advert is. For instance, if you are aiming to evoke happiness in viewers, and want to keep your ad under a minute, you should aim to keep it between 0-6 seconds. However, if you want to evoke inspiration you should spend longer telling your story, as inspiration gradually builds the longer the ad, dropping off around 91 seconds. Click here for more from A-Z of Adtech.
K is for Keywords
As part of our A-Z of Adtech series, our Associate Audiences Manager, Juan Vásquez, speaks about the importance of keywords in programmatic advertising, and the work his team are doing to take contextual targeting to the next level! What do we mean by keywords? For as long as I can remember, keywords have been the basis of contextual targeting. At Unruly we work with Grapeshot which allows us to scrape keywords across the different sites that make up our network. We can then categorise them according to either our clients’ needs or our own proprietary taxonomy. This includes emotive, personality-based, cultural and motivational categories. After classifying the active pages in our network, we can make them directly available in DealIDs so our clients can buy ad space in
J is for JICWEBS
As part of this week’s A-Z of Adtech series, we sat down with the Chief Executive of JICWEBS, Jules Kendrick, to talk about the amazing work they are doing, and why she believes self-regulation is so important. Q. Hi Jules, first of all, can you tell us a bit about yourself and JICWEBS? I work as the Chief Executive of JICWEBS and started at the company late last year. JICWEBS is a not-for-profit, cross-industry, regulatory body and our mission is to deliver recognised trust and transparency in digital advertising. We do this by setting standards that companies can be audited to, to increase transparency around how they operate. Q. What have you guys been up to recently? Since I started the digital advertising industry has been increasingly under
