Quick Guide: Top Programmatic Trends To Keep An Eye On In 2021
Digitalization has advanced rapidly due to COVID19 and 2021 has seen a major increase. This has helped Programmatic trends gain popularity due to their efficiencies and capabilities. But keeping up with the pace of change isn’t always easy.
Last week, I was talking to a friend about streaming services thanks to the home-stay.
And she suggested many names of streaming platforms like Apple TV+, Disney+, and Amazon Prime.
And I was amazed!
New streaming services, social media platforms, and technology seem to emerge every day. And then there has been a hike in the most important piece of the advertising puzzle – “programmatic”. Programmatic advertising is rapidly growing as eMarketer’s forecast, suggests more than 88.2% of the U.S display ads will be purchased via programmatic by 2022.
Programmatic Trends 2021 That Have Our Eyes and Ears
We have listed the programmatic trends 2021 that will factor heavily into your ad spending strategy and targeting. They will be shaping the adtech industry in the coming times. There is tremendous growth within connected TV (CTV), podcasts, DOOH, and other emerging channels. Programmatic advertising is full of opportunities.
Programmatic Trend #1: Data and Cookie Deprecation
Privacy was one of the most notable programmatic trends in 2020 and still, it is. The focus is on consent-driven first-party data and cookies are set to bid farewell in 2022. Marketers, publishers & adtech stakeholders can now take the advantage of the time to become increasingly self-reliant in setting up their own CDPs, DMPs, and unique audience identifiers.
Interesting Read: Impact of Delay in Deprecation Of Cookies By Google On Adtech
Which exact models are expected to arrive?
-Data management platforms will re-engineer their algorithms to collect consented, personally identifiable data, and move them to programmatic platforms without defining anonymous segments.
-Another model proposed by Google is Federated Learning of Cohorts(FLoC). Cohort solutions process local data using machine learning algorithms that run on the device. Anonymous groups of people based on behavior and interests are targeted.
-Shared User ID Solutions is another model where publishers collect 1st party cookies, forward them through API to providers. With user consent, the ID provider creates an anonymous ID to be shared with brands and adtech companies. Publishers will store it in their first-party cookies.
Interested Read: End Of Third-Party Cookies, What Is There For Marketers: Takeaway!
Programmatic Trend #2: The Unmistakable Power Of OTT, Connected TV(CTV), And Mobile
Streaming services and Internet-enabled TV have opened up new opportunities for publishers, advertisers, and AdTech companies. Connected TV, OTT, and mobile-friendly ad formats are also a rapidly growing programmatic trend of 2022. Who knew that “Netflix and chill” would become so mainstream whereas 1 in 3 Americans cut the cord and banish the cable to a dump.
A Comscore report suggests that over-the-top (OTT) streaming services added 20 million households in the past 4 years. But here is the real kicker – CTV reports that OTT ads have an average completion rate of 98% as viewers have to watch the ads till the end.
Connected TV(CTV) usage increases and continues to be a big piece of overall marketing spend in the U.S. CTV ads are persuasive, engaging, well-targeted, and have a high completion rate. eMarketer study estimates that CTV ad spending will reach at least $14 billion by 2023. It is typical in advertising, where high competition drives the price of advertising down. However, the outcome is yet to be seen.
The advertisers’ favorite big screen is now also dominated by mobile small screens. From watching Netflix to browsing YouTube videos on smartphones or tablets, it is an absolute favorite choice of consumers. No wonder, mobile accounted for 68% of the digital advertising spend as it is the most easily accessible device to browse the web or watch videos anytime.
Programmatic Trend #3: The Most Compelling Audio Format – Podcast
The podcast is the radio of Millennials and Gen-Z. They have become a popular choice among digital consumers and an important part of omnichannel digital advertising strategies. The below statistics are staggering:
- Total U.S. podcast listeners are expected to increase by 20 million over the next two years, surpassing 160 million in 2023
- The average number of weekly podcast listeners in 2020 was 68 million people
- U.S programmatic podcast ad spending will double and reach $106.5 million by 2022
There is a real opportunity here, especially since only 4% of total U.S. podcast ad spending was programmatic. Podcast ads can either be host read ads or dynamically inserted ads. The former is seamless and non-invasive.
Another data goldmine is a voice assistant in programmatic advertising. The use of voice assistants like Siri, Alexa, and others can help marketers spot trends using programmatic advertising.
Programmatic Trend #4: DOOH Advertising
Digital Out-of-Home(DOOH) is prominent in programmatic advertising and will be one of the must-haves in programmatic trends 2022. The two primary reasons are: it allows marketers to utilize creative content as well as User Generated Content through their brand’s social media. Secondly, DOOH can support omnichannel marketing using location data to target ads, and direct prospects to the brand’s nearest sales point.
In 2021, DOOH will likely start its slow yet steady recovery. When COVID-19 hit full force, travel was severely impacted but it seems people got tired of lockdown policies and are less prone to stay at home. A study forecasts that the global market for Digital OOH will reach US$35.1 Billion by 2027, growing at a CAGR of 9.3%.
The number of supply-side platforms that integrate with DOOH is relatively low. As the segment, direct forms of media buying remain more prevalent than traditional online advertising, which continues to shift toward programmatic. However, the SSP market for DOOH is picking up steam, so companies with DSPs and access to custom supply partners can benefit from early programmatic DOOH adoption.
Interesting Read: All You Need To Know About The Rise Of DOOH Advertising
Programmatic Trend #5: AI And Machine Learning Is Golden
One of the top programmatic trends of 2021 is automation. 41% of marketers say that AI and machine learning have the greatest contribution to their revenue growth and performance.
COVID-19 and the data revolution have greatly accelerated the use of artificial intelligence (AI) and machine learning in programmatic advertising, and this trend is likely to continue in 2022. AI and machine learning will place programmatic ads based on criteria and relevance. Besides reducing inventory wastage, it also creates a win-win system for both publishers and advertisers. In the new trend, cohorts will be used to gain insight into how new users act on the internet and when the right time is to target them. As a result, advertisers will be able to improve their targeting and bidding as well as increase their ROI.
Interested Read: 5 Programmatic Advertising Case Studies That Yielded Exponential Results
Programmatic Trend #6: 5G Boost For Programmatic
5G internet will significantly bolster programmatic advertising. With 100 times more bandwidth than 4G, it will make processing power-intensive programmatic a mainstream form of advertising. The display ads will load faster and advertisers can reach more channels at a higher speed. Additionally, 5G will drive the growth of in-app and in-game advertising, as well as ads in wearables and smart home devices.
It will complement other technologies and mediums, such as augmented reality ads, virtual reality without the heavy headsets, and innovative new digital outdoor advertising. It is predicted that 5 G-based adtech to expand to 1.4 billion users by 2024. This means programmatic advertising will cater huge audience to run sharper and interactive ads without lags around mediums.
Programmatic Trend #7: Hyper Relevance It Is!
Hyper Relevance over Hyper-Personalization is the new programmatic trend. Relevance must be the determining factor when targeting a customer instead of targeting and adjusting revenue based on needs. This can be achieved through programmatic targeting. Advertisers and publishers can serve ads more effectively through this method without collecting invasive data that users must fill out.
Geofencing on mobile is a classic example of hyper-relevant advertising combined with a smart choice of device targeting. It focuses on highly localized areas to provide relevant ads even if personal information is not available. Geofencing gives more importance to location as it plays a crucial factor in purchase decision-making.
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
Summing Up
Programmatic is expanding to new media formats, like CTV, DOOH, and Digital Audio. Meanwhile, the adtech industry is also facing privacy and data collection issues. Hence, new regulations and transformation to a cookie-less world are a requisite.
The programmatic trends mentioned can be a part of your advertising strategy irrespective of its complexities. Programmatic advertising will gain more prominence in the future and this is the right time to jump the bandwagon to reap the benefits of the innovative technologies.
Adtech Acquisition: Double Verify To Acquire Open Slate For $150 Million
Double Verify (DV), the digital media measurement, data, and analytics platform, has announced to acquire OpenSlate, a pre-campaign contextual targeting platform. It enables brands to align advertising with suitable or contextually relevant content across social video and CTV. The $150 million deal is in cash and stock transaction that is expected to close this quarter. Open Slate provides solutions that help to understand the nature and quality of ad-supported content on video-driven platforms like Facebook, TikTok, and YouTube. It operates across 37 international markets and supports large global brands and agencies.
Mark Zagorski, DoubleVerify CEO stated that the company’s mission is to make digital advertising stronger, safer, and more secure to give brands clarity and confidence in their digital investments,
“Our strategy in support of this mission is to verify everywhere – across channels, formats, platforms and geographies. The combination with OpenSlate fully supports this approach. OpenSlate’s pre-campaign solutions perfectly complement DV’s post-campaign measurement capabilities across CTV and social environments. Integrating the two provides advertisers with unparalleled end-to-end brand safety, suitability and contextual optimization. No other company will be able to deliver a fully-owned, integrated solution across the leading social and CTV walled gardens.”
Interesting Read: Tremor International Partners With Double Verify For Authentic Brand Suitability
How Will The Acquisition Benefit Social video and CTV Advertisers?
Social video and CTV advertisers will benefit from OpenSlate’s pre-activation brand suitability and contextual solutions, as well as DV’s established post-bid media quality measurement solutions.
In a highly digital ad world, ever-evolving cookie regulations, a decline in measurement solutions, and concerns about brand suitability have created a challenge for advertisers in their quest to better target and measure their ad spend. The alliance of Double Verify and Open Slate will offer a comprehensive toolset to address these challenges. This will contribute to the continued expansion of social video ads and CTV advertising that is projected to grow to $56B and $16B by 2023, respectively.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Further, this acquisition will increase DV’s value to advertisers in social video and CTV as well as strengthen the unmatched product leadership and innovation. Advertisers can leverage the unified targeting and quality measurement suite and coherently optimize campaigns, maximize performance and drive ROI.
Mike Henry, OpenSlate CEO said they are thrilled to join forces with Double Verify.
“Integrating with DV will be a natural evolution for our technology and will accelerate our ability to provide advertisers with comprehensive brand safety, suitability, and contextual solutions across social video and CTV.”
Interesting Read: All You Need To Know About Connected TV Advertising!
Google Introduces New Ways For Publishers To Activate First-Party Data
Google unveils a new way for publishers to utilize first-party data for targeted advertising. Digital advertising is changing rapidly, and user privacy is at the heart of this change. Publishers, advertisers, and technology providers are rethinking and reimagining how they handle and use user activation to better protect people’s privacy online.
Google’s new offering lets publishers share Publisher-provided identifiers (PPIDs) with Google’s programmatic demand to improve their ad campaigns, targeting, and advertising experiences. Steve Swan, Product Manager, Google Ad Manager said in an announcement.
“By helping publishers expand the use of their first-party identifiers to more transaction types, like the Open Auction, our partners will be able to show ads that are more relevant to their audiences, which will increase the value of their programmatic inventory,”
What Is PPID?
As defined by Google in a blog post, Publisher provided identifier (PPID) allows publishers to send Google Ad Manager an identifier for use in frequency capping, audience segmentation, and targeting, sequential ad rotation, and other audience-based ad delivery controls across devices.
Interesting Read: Impact of Delay in Deprecation Of Cookies By Google On Adtech
The New System And Its Functioning
Publishers and advertisers will benefit from the new PPID sharing option because it helps protect their privacy.
- Google Ad Manager turns PPIDs into per-publisher partitioned IDs before sharing them with Google Demand, so users cannot be identified across different publishers’ sites and apps.
- As a result, Google Ads and Display & Video 360 collate anonymized data from publishers as a way to build audience segments.
- Advertisers can programmatically deliver relevant ads to publishers’ sites and apps using these segments based on first-party data.
- Furthermore, Publishers can earn more revenue in the auction while the data allows advertisers to unlock options, such as cross-device reach, frequency management, and creative optimization, without relying on cookies or other identifiers.
Interesting Read: Relief To Advertisers As Google Postpones The Elimination Of Third-Party Cookies Till 2023.
Why Is This New Update From Google Important?
Steve Swan, Product Manager, Google Ad mentioned that Google prioritized this product area based on partner feedback. It will continue to create features that provide publishers with the data and identity tools they require to prepare and grow their businesses.
“Investing in first-party data is a privacy-forward way that publishers can increase the value of their programmatic inventory now and in the future.”
This move could help news outlets recoup some of the lost revenue from Google’s other policies in light of Google’s tumultuous relationship with publishers. This feature enables publishers to control what data is passed and to which bidders they send signals. The Ad Manager only routes signals on behalf of publishers, but it will not be able to read them. Likewise, advertisers who advertise on these publications can show a more targeted and useful inventory to readers while maintaining the privacy of users.
Interesting Read: Google To Demonetize Ads That Spread Climate Change Misinformation
Amazon Ads Unboxes 8 New Advertising And Measurement Tools
Amazon Ads launched eight new marketing solutions at its annual Unboxed event. New features and tools will enhance brands’ ability to tell their stories and build more connections with customers, the eCommerce giant announced.
Amazon prioritized three core elements at UnBoxed- Reach, Relevance, and Results – amid an increasingly fragmented media landscape and rising omnichannel expectations. Amazon will likely capture more media spend if advertisers find the new features appealing, particularly among advertisers who sell products on the platform.
Alan Moss, VP of global ad sales at Amazon Ads that no one except the brand itself can tell a brand story and educate the customers about their products. As quoted by Adweek, further added,
“And we’re striving to help brands accelerate this by creating differentiated interactive experiences that can help them tell their stories and cultivate long-term relationships across video, audio, display and brand shopping experiences both within and beyond our store.”
Interesting Read: A Panoramic Perspective Of Amazon’s Advertising Business!
Take a closer look at the unboxed customer-centric marketing solutions:
Interactive Video Ads
With, Amazon is adding an interactive feature to streaming TV ads on the IMDb TV app on Fire TV using a “Send Me More Info” voice command. This will allow viewers to ask for product details via email or QR code to visit the brand’s landing page on Amazon.
The company debuted other voice call-to-action prompts like “Add to Cart,” “Add to List” and “Buy Now.” in the U.S in May.
In a survey by eMarketer, Amazon’s market share in the US rose to 10.3% in 2020, reaching $15.73 billion, as ad revenues from Amazon Fire TV, Twitch, and IMDb TV surged.
Interactive Audio Ads
Similarly, Amazon Music is giving its listeners a natural feel with the options for Alexa prompts like “Remind me,” “Send me more information” or “Add to cart” after hearing a brand message on Amazon Music’s ad-supported tier. Alexa will recognize the product featured in the ad and add it to the cart or set a reminder for it. The interactive audio ad product is in limited beta testing in the U.S.
Brand Follow
Using the Brand Follow feature, customers can keep track of their favorite brands across Stores, Posts, and Amazon Live, as well as see deals from those brands.
For example, consumers will receive mobile notifications if a brand is streaming live on Amazon Live. Customers simply click the ‘Follow’ button to follow a brand that is included as a part of the shopping experience. Per Amazon figures, there are more than 20 million brand follow connections. This feature will help brands foster longer-term, loyal connections with consumers.
As quoted by Adweek, Moss said that consumers will see more content and products of the brands they love across Amazon.
“Our vision for Brand Follow is to help brands create a community of advocates and enable them to reward and grow a loyal shopper base in Amazon’s store and, importantly for customers, Brand Follow offers a way to personalize their shopping experience.”
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
Sponsored Display in live streams on Twitch
Twitch will integrate sponsored display ads in its live stream. Earlier this year, Twitch started running the self-service format, sponsored display ads in its browse tab and directory pages. Nevertheless, it is the first time display placements will appear around its core live streaming offering reaching 30 million visitors each day.
Amazon Marketing Cloud(AMC)
For the relevance portion, Amazon Marketing Cloud, a platform launched in January, is now closely integrated with Amazon DSP. Advertisers can upload their own pseudonymized data sets and query to AMC along with data sets from their Amazon Ads campaigns. Moss says,
“We’re continuously enhancing AMC’s capabilities based on user feedback—reducing query times, adding a simple user interface that complements our API, and enabling brands to bring their own data sets into their AMC instance.”
New instructional query library
Instructional query library is a part of AMC expansion that provides templated analytics queries across a range of measurement options.
Interesting Read: Amazon Blocks Google FLoC – Here’s Everything You Need To Know!
Brand Metrics
Amazon announced a new measurement tool Brand Metrics. Reports are updated every week. Data includes information such as how many shoppers have considered a brand based on product detail page views or brand searches, and the value of shopping engagements based on sales generated over a 12-month period. Utilizing predictive consideration and sales models, brands can also see their awareness and consideration indices compared to competitors. This report gives a detailed insight to marketers into brand engagement and what strategies are resulting in sales
Amazon Brand Lift
Amazon Brand Lift helps advertisers to launch surveys and solicit responses from Amazon shopper panel data. Brands can quantify the impact for six different campaign objectives like awareness, preferences, and intent Survey results are available within two weeks of a survey launch. Amazon said to provide insights on the “percentage of respondents who report being aware of a brand or not, or that are likely to purchase from a brand.” It is currently in beta and available in the U.S.
AMC Networks Offers Programmatic Addressable Advertising On Linear TV
An industry first, AMC Networks makes addressable programmatic television advertising a reality. It announced a partnership with two of the biggest names of adtech – Trade Desk and Magnite.
The First Of Its Kind
The cable programmer worked on several campaigns with national advertisers to enable programmatic and addressable buying on linear television. The new capability allows advertisers to buy live TV inventory with the same type of automated technology traditionally reserved for digital.
For more than a year, AMC Networks has been working to make it possible for advertisers to buy linear TV through automated and programmatic platforms. The aim was to enable advanced and automated buying tools, with enhanced targeting around popular and high-quality content.
Evan Adlman, senior vice president of advanced advertising and digital partnerships for AMC Networks pledges to work on 100% linear reach addressability. He also added that providing a full range of advantages on linear television will be the prime focus of the advertising partnerships
“This is a huge development, for us and for the entire industry, unlocking the value of linear inventory by providing advanced programmatic buying, with full addressability, on linear television.”
Interesting Read: All You Need To Know About Connected TV Advertising!
Successful Pilot Experiment With The Advertisers
The cable programmer enabled the addressable TV capabilities in Q3. It teamed up with The Trade Desk and sell-side platform Magnite to implement addressable programmatic buying for major advertisers like Best Western, Smithfield Foods, Securian Financial. In a statement, AMC Networks said all these clients continued to stay live in the fourth quarter. It is also working to expand the current brand partners and add new ones.
In the past, such buys were only available for AMC Network’s web content, which is generally less expensive. Programmatic buys on linear TV involve advertisers cross-referencing their own first-party datasets with those of media owners to improve their audience targeting. This is usually accomplished using an encryption tool such as a data clean room.
Crucial Partnerships
AMC Networks claims the partnerships are crucial in an effort to protect the core linear product. In partnership with Magnite, the cable programmer intends to make linear reach 100% addressable, regardless of where the consumer views the advertising.
Matt McLeggon, senior vice president of advanced solutions, Magnite said,
“The work we’ve done with AMC brings the full power of programmatic execution to linear TV for the first time and gives advertisers the technology they need to holistically manage campaigns across CTV and linear TV.”
AMC claims an ideal partnership with trade Desk, a buy-side tool popularly known as a demand-side platform. Owing to the Trade Desk’s wide base of media buyers., more advertisers can access inventory.
Tim Sims, chief revenue officer, The Trade Desk said that the partnership will bring advertisers all the advantages of programmatic plus the opportunity to buy high-quality content like never before.
“Giving advertisers the access to a new pool of premium inventory and the ability to use their first-party data through this linear addressable capability is a perfect match.”
Interesting Read: Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
The Ultimate A-Z Glossary Of Digital Advertising: Part 2
This is Part 2 of the digital advertising glossary series. In Part 1, we decoded many new terms (that people just throw like a football at meetings) which will help you to speed on all things digital advertising.
Continuing Part 2 of the digital advertising glossary series, let’s jump straight back in.
Native Advertising
Native advertising is the practice of using paid advertisements that have the look, feel, and function of the media format in which they appear. In an attempt to improve user experience, it blends seamlessly into the website content. As a result, it appears to be a natural part of the editorial flow of the page.
It is non-disruptive for the reader and catches immediate user attention. Below are native ads placement examples:
OTT Advertising
OTT is the advertising jargon for Over-the-top. The OTT advertisements are commercials that can be delivered on OTT platforms via streaming services.
OpenRTB (Real-Time Bidding)
The advertising terminology OpenRTB should not be confused with RTB(real-time bidding).
The OpenRTB protocol is adopted by Indian Advertising Bureau (IAB). It is used for communications between parties involved in media transactions via RTB. Essentially, OpenRTB aims to create a lingua franca for communication between sellers and buyers. It allows all DSPs, SSP’s and ad exchanges to use the same language for all online transactions.
Programmatic Advertising
A term that needs a special mention in the digital advertising glossary is “Programmatic Advertising.” It is projected to be the game-changer for digital advertising. Programmatic automates the process of buying and selling online advertising space with the help of technology and data. This means, with the introduction of programmatic publishers, advertisers or agencies don’t have to sit across to discuss ad size, rates, et. Ad buying is done through algorithms and data insights.
Programmatic media buying includes Real-time bidding (RTB), Programmatic Direct, and Private Marketplace (PMP).
Interesting Read: Programmatic Advertising Platforms in 2020: A Complete Guide
Prebid.js
Prebid.js refers to a collection of open-source JavaScript libraries offered by Prebid.org, the header bidding platform. It allows publishers to connect to over 150 SSP’s (Supply-side platform) that taps a wide range of advertising demand sources.
Prebid.org was created to help publishers manage their connections with a number of SSPs. Historically, each SSP had its own setup and complicated codes that were time-consuming. Prebid.js launches are simpler and improve the functioning of header bidding and lower page load times.
Interesting Read: Index Exchange Joins Hands with Prebid.Org to Deal with Industry Crisis
Real-time bidding (RTB)
Another term for the act is ‘Open Auction’and has to be a part of this digital advertising glossary. The buy and selling of digital ad inventory via real-time auctions that happen in milliseconds it takes for the web page to load.
Real-time bidding (RTB) auctions occur when advertisers (through Demand-side platforms (DSP)) buy individual impressions from publishers (via Supply-side platforms (SSP)s and Ad exchanges). It takes under 200 milliseconds from the time a bid request is placed until the ad is served in RTB. For perspective, the human eye takes 300 milliseconds to blink.
Remnant Inventory
A publisher who is unable to sell off the ad inventory via a direct or premium deal with advertisers.
Supply-Side Platform (SSP)
A supply-side platform (SSP) is software used by publishers to sell their display, video, and mobile ad inventory in an automated manner via real-time (RTB) auctions. SSP enables publishers to sell their ad inventory to the best network as it aids to improve the yield optimization of the advertising space inventory. It minimizes wasted space and maximizes views.
SSP plays a key role in the RTB media transactions as it connects to ad exchanges and DSPs to sell publishers (website and app owners) ad inventory.
Third-Party Cookies
The third-party cookies are stored in a domain other than the currently opened website(domain). Ad-tech platforms use advertising jargon for online advertising purposes. Advertisers or technology providers use scripts or tags to place on the consumer website by, and not website owners.
As an example, news websites create first-party cookies when you visit their website. Like other publisher’s sites, the news outlet uses ads designed by other websites that create a third-party cookie and store it on your computer.
Interesting Read: End Of Third-Party Cookies, What Is There For Marketers: Takeaway!
Unique user identifier (UUID)
Adtech platforms mostly use this advertising jargon. UUID is a set of data stored in a cookie used to identify and track user actions across various platforms. UUID can be used as an alternative method to PII (personally identifiable information) such as email id or contact details to identify users.
Viewable Advertising
The ad lingo ‘Viewability’ simply determines whether the digital advertisement has been viewed by a human being or not. The aim is to know if a user or a bot is viewing the ad. It will help the advertisers to measure the campaigns effectively.
The MRC (Media Rating Council) defines a video ad as “viewable” or “viewed” only if it had at least 50% pixels appear within the browser space for at least 1 second (for display ads), or 2 seconds (for video ads).
Walled Gardens
A walled garden is a closed ecosystem where the operator does not share information, technology, or data with third parties. The advertisers have limited or less access to customer data and less control over performance measurement. Examples of walled gardens are duopoly Facebook and Google.
Yield Optimization
This advertising terminology simply refers to the efforts taken by publishers and advertisers to maximize the revenue and extract the highest amount of value from ad serving efforts.
Publishers can improve yield rates through price floor adjustments, increasing the inventory value of their ads, and diversifying the advertising demand sources. Advertising yield rates can be improved by defining their target audiences precisely, develop effective bid strategies, and diversifying the supply sources.
Finally, There You Have It!
Digital advertising has plenty of advertising lingos, acronyms, and buzzwords. Our digital advertising glossary has decoded the meaning of the complex advertising jargon that is flying around all over the place. This glossary will simplify your understanding of advertising terminology.
The Ultimate A-Z Glossary Of Digital Advertising!
We all know our ABCs, right?
But when it comes to understanding the complicated advertising jargon used by digital marketers, it is mindboggling. They randomly throw words, assuming we know it all.
The question remains for those who are new to the field or whose specialized roles don’t span the entire spectrum? That’s why we have compiled a digital advertising glossary of the most commonly used terms and definitions.
Digital Advertising Glossary: Beginner’s Alphabetical Guide
Whether you are an amateur or an experienced marketer, this alphabetical digital advertising glossary – will upgrade your digital skills. It will help you to understand advertising terminology that flows so easily off the tongues of our subject matter experts.
AdTech
AdTech is an umbrella term for Advertising technology. It consists of software and tools used by advertisers, ad agencies, publishers, and other industry players to plan and manage their advertising or monetization.
Interesting Read: A One-stop Guide On All You Ever Need To Know About AdTech In 2020
Ad Exchange
An ‘ad exchange’ is a stock market for the online ad industry. Publishers and advertisers trade ad inventory. It is an auction-based, automated digital marketplace that allows publishers to offer their ad inventory for sale and advertisers to purchase ad inventory.
Brand Safety
The technology that prevents ads from appearing in inappropriate contexts on publishers’ sites, which could damage the reputation or image of the brand.
Cross-Screen Advertising
Switching between multiple devices is the new way of content consumption. Campaigns that tie digital advertisements and consumers can view one campaign on multiple devices like smartphones, tablets, connected TV, and more.
Read more: Here, There, Everywhere, It Is Cross-Screen Advertising!
Contextual Targeting
The most common question asked, what value is used to determine whether your ad will show on a page and, if so, the ad’s position?
Contextual Targeting matches the ad to the page based on the content. Advertisers can target ads to the relevant groups of consumers based on their interests and has the most impact.
Demand-Side Platform
Demand- Side Platform is an essential platform for advertisers to buy, search, display video mobile ads. It enables advertisers to buy ad placements in real-time on the publisher websites made available by ad exchange and networks. Some of the DSP players are Amazon DSP, AdRoll Trade Desk, Xandr, Google DV360, and more.
DOOH Advertising
An abbreviation for the advertising terminology Digital Out-of-Home Advertising. The concept combines the offline and the digital aspects of OOH advertising. It delivers content via digital screens like billboards, elevator screens, and more.
Read more: All You Need To Know About The Rise Of DOOH Advertising
Effective Cost Per Mille (eCPM)
It means an effective cost per thousand impressions. (Mille refers to thousands). In online advertising, the term “impression” refers to the chance to show an advertisement to a consumer on a digital device.
eCPM is a key publisher’s metric to predict revenue for every one thousand impressions. It can be calculated not just for CPM campaigns, but for Cost Per Click(CPC) and Cost Per Lead (CPL) too. On the other hand, CPM is an advertiser metric to estimate the cost of their campaign and reach as per their budget.
eCPM = (Total ad Revenue / Total Impressions) * 1000
First-Party Data
It is an advertising terminology that means information about customers that a company collects from its own sources. Sources for first-party data can be both- online or offline like the company’s website, social media, or surveys.
Interesting Read: Digital Advertising Industry Plans To Replace Cookies With First-Party Data
Full-Funnel Marketing
An ad lingo that has to be a part of the digital advertising glossary. An integrated strategy that addresses the entire consumer journey and incorporates objectives for each step of the funnel: awareness, consideration, and conversion.
Guaranteed Deals
A type of programmatic deal where a buyer directly buys inventory from the seller for a guaranteed impression and volume. The publisher agrees to deliver at a guaranteed budget price.
Header Bidding
As defined by Digiday, Header bidding is an advanced programmatic technique wherein publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers. The idea is to let multiple demand sources bid on the same inventory, creating a competitive ecosystem that optimizes a publisher’s revenue. The act is also known as advance bidding or pre-bidding,
For header bidding to work, the header in the publisher’s page used for advertising to its users must contain Javascript.
A study states that in Q2 2021, 66.7% of publishers are using header bidding to monetize their inventories. Furthermore, it reveals that the adoption of this method has generated results. 31% of total publishers witnessed an increase in their yield.
Identity Data & Resolution
The advertising jargon refers to the process of connecting different identifiers like email address, mobile number, customer ID, account username, or more from multiple platforms and devices to a single identity. It helps brands to get a cohesive and omnichannel view of a consumer. It enables brands to deliver people-based targeting, personalization, and measurement.
Last Click Attribution
This method identifies the last touchpoint a customer engaged with or clicked before making a purchase, and gives that touchpoint all credit for the conversion.
Long-Tail Ad Inventory
Ad inventory obtained from less popular or lesser-known publishers. It focuses on niche audiences.
Martech
The advertising jargon is also known as Marketing Technology. It is a software or tech tool used to perform marketing activities. Marketers plan and execute the campaigns, analyze the results, and measure the performance of the campaign.
“Every piece of technology a marketer uses to reach a potential customer is martech.”
~ John Koetsier, Journalist (Source)
Mobile Advertising Identifiers(MAIDs)
Unique identifiers provided by mobile device operating system. It is used by marketers to track user activities for advertising purposes. Apple has changed the usage of mobile identifiers (IDFA) on Apple devices where users are asked for permission for ad targeting. Recently, in the new IOS update, users will receive prompts from the Apple App Store asking permission to serve ‘Personalized Ads’ which was earlier enabled by default.
This is Part 1 of the Digital Advertising glossary series. Wait there! There are ample buzzwords and interesting advertising terminologies that will be decoded in the next part.
You can read part 2 – here!
Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
The Trade Desk, a global advertising technology leader, enters into a partnership with the Choueiri Group. The latter is a leading media representation group in the Middle East that shares close ties with the region’s largest broadcasters and publishers.
Why this partnership?
The partnership will provide greater access to programmatic ad inventory in the Middle East region. It will allow advertisers to launch and manage their digital campaigns across multiple channels like DOOH, Connected TV (CTV), desktop, and mobile.
Trade Desk and Choueiri Group: An Expertise Exchange
Choueiri’s extensive inventory will offer scale to the brands. Advertisers will also benefit from Trade Desk’s enhanced measurement and data capabilities. It will help them to provide a better customer experience and advanced campaign performance. Choueiri’s newly formed in-house agency, InMotion FZ LCC, will also utilize Trade Desk’s technology to assist local brands to meet their marketing targets.
The partnership will provide global and local brands access to Choueiri Group’s range of inventory across MENA, Europe, and Japan.
Relevant Read: Trade Desk Partners With Samsung Ads For Programmatic CTV
That’s What They Said
Phil Duffield, UK Vice President at The Trade Desk, said,
This partnership combines The Trade Desk’s technical prowess with the Choueiri Group’s unrivalled media connections – a powerful combination for advertisers. Together, we will bring advertisers a media-buying experience that’s independent, objective and helps them reach audiences through data-driven targeting
He also said that the TD was especially enthralled that Choueiri Group will be able to use their platform, which just underwent the most significant update in its history, to push digital advertising ahead in the region. Duffield further added –
The MENA region, with Choueiri Group at the forefront, is on an exciting journey of digital transformation and we’re delighted to be providing them with the tools to make the most of every opportunity
Michel Malkoun, Chief Growth Officer at Choueiri Group added that they are thrilled to work with the top-class platform with advanced expertise, The Trade Desk. He further said,
There has long been a gap between planning and delivery when it comes to programmatic in MENA, but through this partnership, we can join up the process and drive better results, elevating the perception of this type of advertising technology in MENA.
Malkoun said that they are eager to leverage this relationship to combine more thoughtful, data-driven buying methods and fully use The Trade Desk’s platform’s capabilities.
The partnership will be officially live by the end of 2021.
Also Read: All You Need To Know About Connected TV Advertising!
Xandr Launches Monetize Tv To Provide “Granular Targeting” On TV
Monetize TV, an audience-based selling platform developed for the future of advanced TV was launched by Xandr recently.
TV sellers may use Monetize TV’s self-serve platform to get complete monetization capabilities, demand enablement, and, in the future, integrated video solutions. Buyers may also use the platform to make audience-based deals with some of the top premium networks, making it easier to reach particular audiences at scale.
Relevant News: Double Verify Acquires EMEA based Meetrics, Expands Globally
Monetize TV is the outcome of Xandr’s successful acquisition of clypd, a company that provided data-driven linear proposal optimization through deep integrations with top programmers. Monetize TV enhances the clypd platform by allowing Invest TV, Xandr’s simplified advanced TV buying platform, to access automated, cross-seller demand.
Mark Mitchell, Vice-President, Business Development, TV Platform, Xandr, said –
As TV viewership moves to digital channels, buyers want the granular targeting and measurement benefits of digital on TV. As such, sellers need to be able to offer optimized proposals for advanced audience targets for their linear inventory
He further added –
Monetize TV’s effort to standardize audience-based transactions is essential to scaling the TV marketplace
Xandr And Monetize TV: Of Media Owners, Buyers & Sellers
Monetize TV allows rapid and efficient proposal generation with an easy-to-use, automated UI. Media owners may use Nielsen, Xandr, and matching first-party data sources to create sophisticated audiences on the platform.
As a result, sellers may predict viewership in order to create optimal, detailed proposals across networks, dayparts, and selling titles in order to maximize reach or impressions against an advertiser’s target population.
Relevant News: Apple Will Now Ask Permission Before Showing Its Own Targeted Ads
Because of Monetize TV’s direct connection with Invest TV, sellers now have another way to reach premium advanced TV customers. Buyers can deal with sellers in person or through the Invest TV user interface or APIs connected with their agency planning systems.
Programmers that use Monetize TV may sell single-seller or multi-seller agreements to Invest TV customers. Between the two platforms, the same technological backbone allows for uniform audience definitions and universe estimations, as well as prepopulated buyer RFP criteria.
Xandr And Monetize TV: What Does The Future Hold?
Buyers and sellers need unified purchasing and selling methods across inventory types as consumer viewing moves from linear to streaming and across screens. Through expertise in linear optimization technologies and automated demand enablement, Monetize TV allows data-driven, audience-based linear TV sales at scale.
In the future, Xandr plans to work with its partners to solve the challenges of convergence and offer solutions that fit their business demands in an ever-changing media ecosystem.
Also Read: Instagram Rolls Out Ad Feature To The Shops Tab Globally
Taboola Acquires Connexity, A Global Leader In E-Commerce Media
Taboola, the content recommendation company, announced it has completed the acquisition of Connexity. The total consideration of the transaction is $800 million consisting of approximately $590 million in cash and $210 million in Taboola stock.
Connexity is one of the largest independent e-Commerce media platforms in the open web, and the acquisition brings 1,600 direct merchants, and 6,000 publishers including Walmart, Wayfair, Skechers, Macy’s, eBay to Taboola. The acquisition will enable merchants and advertisers to reach new clients through Taboola on the open web and an alternative to the industry’s walled gardens. Adam Singolda, CEO and founder of Taboola, said,
Ecommerce is the future of the open web, consumers will be buying outside of Amazon, on publishers’ sites next to trusted editorial content a lot more than they are today. Amazon has millions of merchants, but merchants mainly have Amazon. That changes today. Combining Taboola and Connexity’s technologies is one step forward in creating an alternative to walled gardens
Similar News: Taboola And Double Verify Partners For Brand Safety
Taboola and Connexity are uniquely positioned to drive growth and diversify their revenue mix as well as helping merchants and advertisers- all capitalizing on the significant growth potential. Adam Singolda explained,
At a time when, according to eMarketer, over 60% of U.S. publishers are turning to e-commerce as a top revenue source, I believe every publisher is going to develop an e-commerce strategy. With Taboola and Connexity, publishers will get instant access to an innovative technology connecting readers with products, which capitalizes on where consumers spend a large part of their day–reading trusted news online
Another benefit to merchants and advertisers would be Taboola offering Connexity e-commerce solutions across the former’s vast network of more than 9,000 digital properties that reach 500 million daily active users. With Connexity’s offering integrated with Taboola’s network, publishers will have a new way to drive revenues, It will scale up customer acquisition by placing products on the stories that consumers are reading.
Similar News: Advertising On Taboola: An Efficient Tool For Advertisers
Connexity Solutions For Publishers And Merchants
Merchant Solution:
–Publisher Network: Connexity core technology powers customer acquisition for merchants like Walmart, Skechers, or Michael Kors on the open web via its extensive publishers’ network and custom-built search platform integrations. Connexity enables more than 750 million product offerings on its shopping intent network, driving more than 1 million monthly transactions for its advertisers.
–Social Influencers: Merchants can reach out to social influencers. Brands like Forever 21, and Wayfair leverage this opportunity to drive customer engagement when social influencers promote their products on their social media post.
Publisher Solution:
– Shopping Section: Connexity allows publishers to build their own shopping section using contextual signals. Brands like CNET and Brand Reviews are using this offering to build their own customized eCommerce section and connect buyers to the products they love.
– Commerce Content Platform: This enables publishers to integrate their products automatically into their editorial content, which will give the readers an opportunity to instantly buy products based on the article they are reading. Publishers including Condé Nast, Hello! Magazine, and News Corp Australia to name a few, are scaling their e-commerce business.
Recent acquisition deals also signal the maturation of ad tech with the rapid public listing of companies and using the resulting funds to grow in an inorganic way.