What is programmatic? A beginner’s guide
Charlotte RogersAs programmatic evolves into digital out-of-home, TV and audio, it is more important than ever to get to grips with the basics in order to devise an optimised strategy.
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Tesco ‘frustrated’ at media spend being ‘siphoned off’ to protect brand reputation
Ellen HammettTesco believes too much of its media spend is being “siphoned off” to ad tech instead of being used to reach customers in quality environments.
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Lidl: Programmatic is new, shiny and overvalued
Thomas HobbsThe discounter’s head of media Sam Gaunt says the marketing industry is “guilty of overselling programmatic” and that the brand gets much better ROI from press, radio and TV advertising.
How Auto Trader boosted performance marketing by taking a test and learn approach
Marketing Week ReportersAuto Trader partnered with AppNexus in a bid to improve its click-based performance and maintain its share in an increasingly competitive market.
The key to achieving smarter programmatic marketing
Tina DesaiFind out how leading brands are turning programmatic into a growth engine for their business.
Google is ‘confident’ it can win back advertiser trust after brand safety scandal
Ellen HammettThe tech giant used Advertising Week Europe as an opportunity to reassure brands, publishers and marketers it is committed to improving digital advertising.
Diageo: Programmatic enables us to do ‘really great marketing’
Ellen HammettA ‘controlled and pragmatic’ approach to the way Diageo uses digital is helping it form new global partnerships with publishers and driving sales.
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Google’s tighter ad rules for YouTube ‘don’t go far enough’
Sarah VizardGoogle has made some of the biggest changes to ad rules on YouTube since its inception as it looks to improve brand safety, but the industry still thinks there is work to be done.
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Mark Ritson: Media agencies will go the way of the dinosaurs if they don’t tackle transparency
Mark RitsonIf media agencies do not give clients what they want, they will vote with their feet and take media-buying in-house.
UK programmatic ad spend to surpass £3bn in 2017
Thomas HobbsA new eMarketer report shows a rapid increase in programmatic advertising spend in the UK as it claims the industry is maturing.
YouTube promises ‘zero tolerance’ for predatory comments as it faces fresh ad boycott
Sarah VizardGoogle acknowledges year of “highs and lows” for YouTube as its attempts to woo brands at its annual Brandcast event are overshadowed by a child safety crisis.
Mark Ritson
Portia WoollenThe latest opinion on the world of marketing, brand strategy and communications from award-winning columnist, marketing professor and marketing consultant Mark Ritson.
TSB’s Nigel Gilbert: Media agencies face a loss of trust similar to the banks
Sarah VizardThe bank’s CMO says clients have lost trust in the big five agency holding companies because of a lack of transparency and “indulgence in funny stuff”.
Why some brands are still refusing to advertise on YouTube
Sarah VizardMarie Curie was caught up in the brand safety scandal earlier this year and won’t advertise on YouTube again until it allows its ad verification technology.
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The brand safety fallout: Three in four marketers say brand reputation has taken a hit
Sarah VizardA new report reveals the extent of the brand safety scandal on brands, with 78% of marketers saying it has hurt their brand’s reputation and 50% that it has impacted brand affinity.
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How marketers are stepping up to take control of media
Thomas HobbsMedia transparency has become a major issue, but brands including Pernod Ricard, O2 and B&Q are taking steps to ensure they have more control and a better understanding of where their spend is going.
Marc Pritchard: 2017 is the year the bloom came off the rose for digital media
Sarah VizardProcter & Gamble’s marketing boss says this year has been a big wake-up call for the industry, but believes once the work on transparency is done digital can enter its next phase of mass one-on-one marketing.
Pernod Ricard puts faith in programmatic despite brand safety concerns
Leonie RoderickThe alcohol giant, which invests 60% of its media spend in digital advertising, sees programmatic as a way to improve efficiency and better target consumers.
Data Storytelling Awards return and are open for entry
Marketing Week ReportersThe Data Storytelling Awards celebrate excellence in the use of data tools and techniques in insight and analytics.
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Will other brands follow P&G’s lead and cut digital ad spend?
Leonie RoderickP&G’s decision to cut digital ad spend last quarter shows too many brands are still wasting money on ineffective digital ads.