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"The Programmatic Publisher" Recap from AdExchanger Programmatic IO

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 07:22 PM

One of the last sessions I sat in on today at AdExchanger Programmatic IO 2014 was "Fireside Chat: The Programmatic Publisher". 

With moderator Zach Rodgers, Managing Editor at AdExchanger, leading the discussion, it was an interesting and informative session to end the day with. 

Panel members included: 

fireside_chat

Some of the highlights from each speaker below: 

Chip on Selling to CPG via Programmatic:

  • P&G announced they don’t commit to a number in programmatic
  • We have seen a lot of programmatic activity recently
  • It's OK to think about programmatic on a brand basis - it is not only for DR
  • Changed from click-focused to intent driven
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Topics: adexchanger, programmatic

State of Cross Channel Measurement - Live at Programmatic IO 2014

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 10:14 AM

Afer a much-needed coffee break, I'm back live blogging directly from AdExchanger Programmatic IO in New York. This panel is on the State of Cross-Channel Measurement, and includes:

cross_measurement_edit

Anne Hunter of ComScore starts the discussion:

  1. Delivering measurement across digital platforms - audience in an app versus visiting site via tablet or PC.
  2. Understanding measurement across digital and non-digital (e.g. TV)

Blueprint is the foundation for cross media measurement - TV and digital

 e.g. ESPN has mobile, TV and Web site they want to understand audience across all of these

Linkage to revenue is the ultimate goal. More demand for this from the buy side to link online with offline sales.

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Topics: adexchanger, programmatic

New Methods for Defeating Fraud in the Programmatic Era - Live from AdExchanger Programmatic IO

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 08:59 AM

Next up at AdExchanger Programmatic IO is a panel discussion on "New Methods for Defeating Fraud in the Programmatic Era". Panel members include:

photofraud

On the count of three - all cross your legs!

What is the scale of the fraud problem in advertising?

1/3 or 30% of ads we are are buying and up to 60% of video traffic is fraudulent.

Credit card transactions have 7% fraud.

What are we looking for? What is ad fraud?

4 Classes of Fraud:

  1. Fake web sites (made for advertising)
  2. Publishers should know that traffic acquisition is sketchy
  3. Unidentified spiders hitting site
  4. Fake impression/toolbar vendor doing injection (these people are ripping off the publishers too)

Scalable fraud model is the bot net. 

Video marketplace has the biggest issues right now with up to 60% of the traffic being fraud.

Number of minutes viewed versus people available to watch the video is out of sync.

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Topics: adexchanger, programmatic

Live from AdExchanger Programmatic: When and How to Take Programmatic Media In-House by Joanna O'Connell

Posted by Tim Mayer on Wed, Sep 17, 2014 @ 08:38 AM

Greetings from AdExchanger Programmatic IO! I'm live blogging the all sessions today straight from New York City. Don't worry about missing a session - we've got you covered!

First up is Joanna O'Connell, Director of Research at AdExchanger on "When and How to Take Programmatic Media Management in House". 

photo22

Joanna begins by discussing new research she conducted by spending three months interviewing agencies, marketers and technology companies. She was looking at the relationship between marketers and agencies. She calls it the 6-5-3 Framework.

The Relationship - It's Complicated

1. Agencies' inability to invest in needed programmatic skills

She points fingers at the holding companies creating agency trading desks they created an environment where the agencies were relying on units agenices had created. Junior people that were not hired to be good at programmatic.

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Topics: adexchanger, programmatic

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