The first wave of disruption in the TV industry has already happened, simply look at Netflix and Amazon. A second wave of disruption is now upon us in the form of programmatic TV--and this time, it’s going to change advertising.
ExchangeWire spoke with Chris Le May, Managing Director of EMEA and Emerging Markets, DataXu, who explains how mid-sized agencies are reinventing themselves with programmatic at their core.
The phrase "Big Data" gets thrown around — often with little depth or substance behind it. However, data by itself isn’t worth anything. It’s what can be done with it that lends it its distinctive status as a capitalized proper noun.
Do you have what it takes to win at mobile? Columnist Merrily McGugan discusses the challenges marketers face with mobile and what you can do to hit a home run.
The traditional media agency model is rapidly evolving due to the unstoppable rise of automated advertising. According to eMarketer, U.S. programmatic expenditure will reach $26 billion next year.
DataXu, a prominent player among programmatic marketing software companies, just released a full year’s worth of data relating to its “97 percent Fraud-Free Guarantee.”
Two programmatic platforms, DataXu and TubeMogul, are offering advertisers refunds when campaigns are hit with a certain threshold of ad fraud. That limit is 3% for DataXu, and less than 3% for TubeMogul.
Lexus dealers were so unnerved by online ad fraud a couple years back that they began urging Monica Mellier, group media director at the agency Team One, to redirect their ad dollars from digital media to legacy platforms such as TV or outdoor signs.
An analysis of all campaigns run through DataXu's platform reveals that ad fraud affects every part of the industry's ecosystem and, says the firm, it is set to increase and become more sophisticated in the months ahead.
DataXu, a provider of programmatic marketing software, released a full year of data around its 97% Fraud-Free Guarantee in the first installment of its Programmatic Quality Report Series, The 2015 Advertising Fraud Report. The company analyzed all campaigns run through its platform, revealing that DataXu successfully limited fraud to an average rate of just 2.85% in 2015, compared with average industry rates of up to 30% on open exchanges, 17% on networks and 7% on publisher direct buys.