More than $15 billion of ad spend will be transacted through programmatic channels this year, and that budget will flow through a famously fragmented set of technology systems. But what specifically are the steps behind a programmatic transaction? How does a single ad move across the Lumascape? In this post, we break down the 5 key steps of every programmatic impression.
When Deterministic Identity Isn't Good Enough
Identity is the new battleground in digital marketing, and deterministic data is the gold standard. Companies like Facebook and Google have rich records of user logins that enable cross-screen ad targeting and measurement, and the prevailing wisdom is that these deterministic data sets paint a grim picture for probabilistic identity players. But deterministic data has significant blind spots, and savvy marketers are embracing a hybrid approach to identity management.
Element Hiding: Ad Blocking’s Dirtiest Trick
KardBlock, the browser plugin that removes all references to the Kardashians, was met with great fanfare at its May launch. At its core, KardBlock is a customized ad blocker, and it provides a clean illustration of a technique that is rewriting the rules of ad blocking for the world’s biggest media companies.
The Hidden Value Of Acxiom's LiveRamp
Acxiom recently spent a hefty $310M to buy LiveRamp, a company best known for its offline-to-online “data onboarding” service. But the real value of LiveRamp is its ubiquitous ID syncing network. LiveRamp has positioned itself as the switchboard of digital advertising — the router of marketing data across a hyper-fragmented ad tech ecosystem.