Of late, the manner in which effective programmatic platforms price their inventory has undergone a sizable shift. In March of 2018, 338 billion ad impressions across 39 US supply-side platforms were analyzed by Getintent. Their findings revealed that 43.3% of these impressions were sold through first-price auctions, meaning that the highest bid wins an impression. Just last December (2017) the figure was significantly lower, when only 5.8% of the 171 billion impressions analyzed were sold in the same manner.

In the complex landscape of today’s media, an agency plays an integral role in guiding their clients in the direction of success, helping them put together and launch an effective digital ad campaign. Agencies, however, don’t come in a one-size-fits-all package. To be a standout, they must be on the very edge of innovation, offering the latest technologies and advancements in cross-channel analysis, as well as other abilities. In order to see success for their clients’ ad campaigns and deliver the latest innovations and technology, agencies need a programmatic partner they can rely on—one that complements their unique strengths as the trusted strategic guide for their clients.

When exactly is the most strategic time to advertise? While most would speculate that it would be right before a sale, recent research reveals otherwise! And, while the end game of advertising used to be all about making a sale, it goes beyond that now. Advertisers are starting to realize that the new “Holy Grail” of marketing is loyalty, and that making a sale is just the beginning. The data below indicates the importance of loyalty, and what drives it:

To look at the marketing video statistics of 2018, it becomes evident that video is in high demand by advertisers and consumers, alike. This is why 87% of online marketers are currently using videos in their campaigns. However, just because video has a much bigger impact on brand awareness and market share, it doesn’t mean that just because a brand marketer decides to incorporate video into the ad mix, it results in automatic success.

The web lingo that we use today can be somewhat perplexing; even to some seasoned marketing experts! While most marketers know the difference between organic optimization and pay-per-click campaigns, fewer know the difference between an ad “impression” and an ad “click,” and where their benefits lie. An ad impression is when your ad appears in front of an internet user on any screen, and from anywhere in the world. A click-through is when someone places their cursor over your ad image and clicks on it, taking them to your site.

Mobile searches for (describe what kind) shoes for (what purpose) — (as in court shoes for racquetball) have increased by over 120% over the last two years!1 Shampoo, for instance, is a highly-searched item, but shampoo for (describe kind) — (as in shampoo for dry hair) has increased by more than 130% over the last 24 months.2 Also, over the same amount of time, mobile searches with the qualifier “for me” (as in best car for me) have increased over the last two years by 60%.

In 2016, the McKinsey report on monetizing car data predicted that a new startup company called Cargo would be worth $750 billion globally by the year 2030. They are certainly on their way. Six years ago, Uber made its debut to the world, introducing a way that made it easy for people to make some extra cash by simply driving their car. Now, there is another ingredient thrown into the Uber and Lyft soup, and that is a startup company called Cargo.

Consumers of today have been empowered with the ability to pick and choose what type of ad experience they want. In the meantime, Advertisers are stepping up their game to create a deeper engagement and better storytelling with their ads. Ads that lend to a greater understanding and higher confidence … moving beyond traditional ad impressions. The answers lie in digital video advertising. According to the fifth annual Digital Content NewFronts: Video Ad Spend Study 2018, close to 60% of marketers’ digital advertising budgets are allocated to digital video.

There are a great number of online shoppers that feel like over the past two years, digital ads have become more relevant; this, according to research by Adobe Digital Insights (ADI)1. This should come as no surprise, as the programmatic targeting technology has advanced a great deal, enabling marketers to target with an increased precision. The study by ADI concluded that nearly 50% of 18 to 19-year-olds, and 57% of the 20 to 36 crowd feel this way.

One of the most crucial components of programmatic marketing is that advertisers must know who their target audiences are. Trying to reach the masses without narrowing down the field can only hinder your marketing efforts by widening your swath and losing your laser focus. It can be difficult to reach your entire targeted audience without giving in to ineffective generalizations. And this is where buyer “personas” come into play.