Results tagged “Publishing” from IABlog

IAB releases Publisher’s perspectives on programmatic as first part in educational series

Programmatic buying and selling of advertising, real-time  bidding, and marketing automation is changing the way we transact digital media. Though numbers are very sketchy, by some accounts over 20% of all digital advertising is sold “programmatically” - and it’s growing rapidly. 

Programmatic-IAB_RTB.jpgYet programmatic competes with Native advertising for the title of “Buzzword of 2013”.  And the hyperbole couldn’t be more extreme. Concerns are rampant. Sales people are worried about becoming obsolete, losing their jobs to machines, and declining yields. Some buyers of digital media are worried that only crappy inventory is available programmatically. Aside from perhaps the ad tech community, there’s a great deal of smiling and nodding going on when people talk about the importance of programmatic, and not a lot of understanding. Ad agencies are worried that automation will mean standardization and less of a role for creativity and creatives.  On the other side, many see new technological innovation as the source of great potential value - creating significant efficiencies, new markets, and continuing to drive advertising dollars to digital.

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There is significant confusion in the marketplace around the meaning of terms like “programmatic”, “RTB”, “programmatic direct”, “programmatic premium”, and other verbiage, often being used interchangeably. New technologies are emerging which are creating significant value, but there is also a lack of clear technical standards to ensure interoperability across different platforms. Buyers and sellers are concerned with the limited transparency and number of vendors involved in the programmatic transaction.  And programmatic raises internal, organizational challenges for brands and agencies, and particularly for publishers with their existing direct sales teams and incentives.

Agencies and their clients have a lot to lose if programmatic isn’t implemented coherently: a set of technologies that aim to create market efficiencies could, instead, create a fragmented, illiquid marketplace if each media agency insists on creating its own proprietary marketplace with its own standards and its own technologies.

In the spirit of creating value for the entire marketplace and driving advertising dollars to digital, the IAB is working to tackle many of these challenges. Today it is releasing Digital Simplified: Programmatic and Automation - The Publishers’ Perspective,  the first in a new IAB educational series that offers easy-to-understand documents for the industry.  The piece aims to provide clarity, from the publishers’ perspective, on the different “programmatic” transaction types.  It outlines the four main ways of buying and selling “programmatically” and provides a clear framework for distinguishing between them.  It also highlights other factors commonly associated with each of these types of “programmatic” selling.

This is the first output of a newly created IAB Programmatic Publishers Task Force, chaired by Alanna Gombert, Senior Director Programmatic and Trading at Condé Nast and formerly of Ad Meld and Google.  The new Task Force is aimed at providing premium publishers a forum to come together to work on issues related to the programmatic agenda and how it impacts them.  Its goal is to help publishers establish market clarity and education around the programmatic ecosystem - both internally and externally. Barely a month after its launch there are now over 30 premium publishers participating in this initiative and the list is growing. In addition to working on clarity around definitions and terminology, the group is also working on issues around transparency across the value chain and sales force organizational issues.

The Programmatic Publishers Task Force is a key part of the overall IAB programmatic agenda.  This agenda focuses on firstly identifying and addressing the key business issues in the programmatic landscape, and secondly working on technical standards and implementation of standards to address these issues.   On the business side, in addition to its work with publishers, the IAB, in conjunction with The Winterberry Group, is conducting a thought-leadership research study to provide an effective roadmap to “programmatic” capabilities based on surveys and interviews with its members, to be released by the end of 2013. It is also working on mobile specific programmatic issues.  On the technical side, it is working on both digital automation implementation and open RTB standards.

For more information on the IAB’s work on programmatic marketing please go to iab.net/programmatic or contact Carl Kalapesi (below).

About the Author

Carl-Kalapesi-Bio-Picture-June-2013.jpgCarl Kalapesi is the Director, Industry Initiatives at the Interactive Advertising Bureau (IAB) focusing on Programmatic, Quality Assurance Guidelines (QAG) and brand safety, performance marketing, networks & exchanges and multicultural.  He can be reached on Twitter @carlkalapesi or via email at at [email protected].

I am not a native advertising expert, but I am an ad pro—and I know bad advertising when I see it. Just because an ad is designed specially to fit on a digital content page, I am not giving it a pass on quality. The truth is that most all so-called “native advertising” is crap.  To be fair, most all advertising is quality-challenged, including offline and on. This is the main problem we should all be working to address.

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How? Here are my three golden rules for all advertising, native or not. Respect this holy trinity to be effective.

1. Make it Relevant.  We know more about each specific page viewer and the content on that page than ever before, yet digital advertising feels even less relevant to me than traditional does. I know I will see car related ads in car magazines, but what ad content I can expect when online seems almost entirely random (I’m excluding the perversely persistent re-targeting which is rarely really relevant). While the potential for relevance is greater than ever, so too are the challenges given digital fragmentation.  It is hard, but difficulty is not an acceptable excuse.

2. Make it Great. Content is still king. We forget this way too often when mesmerized by our data and technology.  These things do not scale ads—great ideas do.  “Great” here can mean abundant utility, entertainment, or information, among other things. This is not a judgment call—an ad earns this grade if viewers interact with it and we have the ability to precisely measure this (and it ain’t via clicks).

3. Place it in the User’s Activity Flow.  And, the corollary, allow the same user interactions as on the content part of the page.  TV and print got this right from the start with ads integrated into the viewer’s activity stream. Commercial breaks and full page ads are known and accepted by consumers as part of the overall content experience. They may not be liked, but the value exchange is recognized by all.  In the digital world, it was decided long ago to put the ads on the periphery of the action. Also at present, viewers have extremely limited options to interact with ads on the page. The sole choice of click-through or not is hopelessly inadequate in this regard. We need to change this to allow users to do within the ads what they have become accustomed to doing outside of them. This is beginning to change with things like the IAB Rising Stars and is a major benefit of many other native ad formats.

Good advertising has the ability to transform businesses and transfix consumers—no matter what form it takes. Let’s move past debating the format and put our collective efforts on realizing the long touted, yet rarely delivered, promise of digital advertising by making better ads. 

About the Author 
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Peter Minnium

As the Head of Brand Initiatives at IAB, Peter Minnium leads a series of initiatives designed to address the under-representation of creative brand advertising online. He can be reached on Twitter @PeterMinnium.