Programmatic 101
@101Programmatic
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Exploring the world of #programmatic advertising and #adtech
New York, USA
Joined November 2022
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I'm thrilled to launch a Programmatic 101 Discord community for Media Traders and AdOps specialists (other AdTech folks welcome)! My goal: a one-stop shop with a strong learning base and great community. Interested? Link -
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By default, TTD enables S&P 500+ list for all new campaigns (with the option to disable it during setup).
I think that a significant portion of TTD ad spend might gravitate towards S&P 500+ over time.
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DoubleVerify messes up with X's brand safety, Forbes runs malware for years... what's next? Are verification companies actually ANTI-verification? This is a HUGE trust issue for the entire industry.
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Open Exchange programmatic accounted for (!!!) 10.2% of total ad spend (vs 74.5% in 2013) - shocking numbers.
So, do products like the TTD S&P500+ have such a big impact on the economics of the open web?
Based on the numbers, I wouldn't say so
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oh, TTD has finally added it to the UI - I haven't seen it in the previous UI version.
And now you can activate "S&P500" and turn off "Open Market" targeting.
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There is an AdTech twitter (with focus on high level things). Also, there is a Google Ads/Meta/etc communities on Twitter.
But I've always wondered why there is no community of Programmatic Media Traders on X?
Because of the relatively small number of specialist?
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Some hands-on experience with activatingGoogle PAIR in DV360:
1⃣ You'll need to manually upload your audience to a clean room (like LiveRamp) and keep it fresh—no older than 30 days.
2⃣ Reach out to the clean room and tell them the specific audience name you want to match with
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[1/4]
Is 20,000+ domains in TTD S&P500+ enough?
I've decided to do my investigation and what I found:
- In the TTD inventory report, I was able to get >60,000 domains (different campaign types/advertisers);
- First 20,000 domains generated 99.94% of total impressions
⬇️
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Listening to the latest
@adexchanger
Big Story - there still seems to be a perception that the S&P500+ is the list of top ~500 publishers.
TTD The S&P500 is a dynamic list of 20,000+ domains and apps moderated by TTD, but it's not what it originally seemed.
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Wow, I was mentioned on
@marketecturetv
by Ari - Is this what the peak performance of an anonymous adtech account looks like?
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TTD actually has added a lot of great features in the latest UI update.
For example, they incorporated a Base/Max bid graph directly in the bid settings, comparing your bids to other ad groups with similar targeting (tbh haven't seen it before)
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🚀 Yahoo's DSP takes a bold step by launching Yahoo Backstage, a direct buying solution. This signals a shift towards cutting out supply-side platforms in favor of direct-to-publisher integration. Thread ⬇️
#adtech
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What should you demand from your programmatic agency?
Let's break it down.
Thread 🔽
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12 days left until GA360 goes away
12 days left until clients ask: "Why are we not seeing conversions from Programmatic in GA4?"
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Whether they 🍪 are deprecated or not, whether directly by google or through users, the % of the population that uses cookies will decrease over time (via other browsers/opt out/etc)
‼️Buyers still need to focus on alternative solutions. In any case.
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@NatrianMaxwell
Atribution is broken - you can serve ads at 0% viewability and still get credit for view through conversion happened after.
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Another reason why switching to Google Privacy Sandbox would be a complete disaster right now
Here are the industries still using third-party cookies the most:
#chartoftheday
#newsletter
#cookie
#cookies
#cookiedeprecation
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Sharing a few tips on how to show incrementality of your programmatic campaigns in TTD:
-basic geo lift - nothing special, good old way to measure incremental impact of your campaign;
-*IBI lift study - lift in search of certain keywords that you apply to IBI pixels;
-*website
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Well, last week was particularly rich in great content.
👇I put it all in one place so you don't miss it!👇
- Taboola/Apple
👉UofDigital newsletter
- TTD S&P500+
👉Marketecture - (+The Refresh newsletter) + marketecture podcast
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Insights from
@IndexExchange
Google Sandbox API testing:
-Overall impressions and spend are still quite limited.
-Usage of Sandbox API led to a 33% decline in CPMs;
- Environment without cookies and Sandbox showed a 36% decline in CPM;
Sandbox API provided a small bump (+3%) but
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Some recent hands-on experience with Apple News/Stock ads via Taboola:
- available via direct only so far, but Taboola plans to make it available to buy programmatically;
- you pay for clicks (dynamic CPC, ~$0.5), not CPM;
- only contextual targeting is available.
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Netflix Sees 150% Jump In Upfront Ad Sales This Year
▶️Netflix is expanding its programmatic ad partnerships beyond Microsoft to include The Trade Desk, Google's DV360, and Xandr.
▶️Netflix recognizes the importance of measurement and is investing in tools and partnerships to
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Looks like all the noise about PMAX is paying off! Google's finally giving us some transparency. Soon, we'll be able to see exactly which YouTube videos our ads are running on.
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Google says it's getting rid of cookies, but I'm not so sure as well. Lawsuits and delays make it seem unlikely cookies will disappear completely in 2024.
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We can expect some juicy details to emerge from the trial. The witness list includes folks who have been right in the trenches of Google's ad business, so there's a good chance we'll hear firsthand accounts of how Google operates.
Our crib sheet to the DOJ's witness list for the Google antitrust trial - the Social Register for ad tech 😅
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By neglecting brand building and new customer acquisition, brands risk a significant overall decline and increased financial risk. Pouring resources into short-term gains without nurturing long-term growth can lead to a dangerous cycle of diminishing returns
Black-box automation systems like Advantage+ and PMax are designed to deploy the entirety of an advertiser's budget while meeting their performance targets. This creates the incentive for waste: a platform can balance high-value and low-value inventory to exhaust an advertiser's
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Learnings from Privacy Sandbox Testing by
@alextcone
:
1. Increased DSP and SSP integrations to improve publisher results
2. More categories of solutions providers to unlock advertiser and agency demand
3. Expanded feature support by ad tech to enable more volume
4. Scaled model
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I opened TTD today and saw it in the entire UI:
Do you like it?
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well... I'm not surprised
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Pluto TV were caught on bid duplication.
Generally heard too many concerns regarding its quality and in my experience, Pluto always takes most of the impressions (with cheap CPM) in open RTB CTV campaigns.
so buyers, be careful and better remove such an inventory.
SCOOP: 6 ad firms are limiting their exposure to Paramount-owned Pluto over concerns of bid duplication. It’s a controversial, but not illegal practice, that can lead to buyers thinking a streamer’s audience is bigger than it is, and pay more for it.
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‼️Verve (the mobile ad tech hold co) acquired Jun Group - mobile video and gaming ad company for $185M.
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Privacy Sandbox in Chrome it is a necessary leap for advertisers, but feels like piecing together a puzzle blindfolded. Interesting to see how measurement challenges impact smaller players.
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💡What is ID Bridging and ID Spoofing and what is the difference between them?
1⃣ID bridging stitches together user signals (device IDs, emails) to link a user across platforms. It's like building a user profile across devices, but relies on existing, verifiable data points.
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according to the new
@ANAmarketers
report:
- the amount of media dollars spent on MFA dropped from 15% to 4%" - wow, I am surprised;
- "the average programmatic campaign now runs on around 23,000 websites, down from 44,000" - still, too many, but the direction is good.
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Google's pushing hard for DV360 to be your one-stop shop for streaming buys. But remember, the convenience comes with a hefty dose of Google's control.
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Interesting insights about Privacy Sandbox:
- Privacy Sandbox could cripple publishers with a 60% revenue drop and slow ad loading times;
- This could also unfairly benefit Google, potentially boosting their market share to a dominant 83%.
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🚨🚨 Netflix inventory is now LIVE in Display & Video 360 (DV360)!
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IAS just had their earnings call and barely mentioned the open web. WTF? Given how crucial it is, this either means they're clueless or they're all-in on the shiny social media object.
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MFA distorts the programmatic market, harming both buyers & sellers.
Sellers: Use sellers.json to nuke them from orbit.
Buyers: Build partnerships with verified publishers/SSPs.
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As usual - weekly must-read
Ari's latest newsletter proposes a framework for defining what the "Open web" is, exactly. Also, our final IAB Tech Lab interview, on the OMSDK.
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Great explainer by
@UofDigital
on the most recent Apple&Taboola news.
“You don't create the world's most valuable company (🍎) by altruistically caring about people's privacy-
You do it by being ruthlessly strategic.”♟️
Welcome back to the
@UofDigital
Newsletter! This week’s news, artfully compiled & curated to keep your industry expertise sharp.
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@AdtechGod
and
@aripap
quietly launched a new mid week newsletter (did I missed the announcement?) - definitely worth checking out for those who want to catch up with all the latest news.
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Congrats to all these cool people:
@JeremyBloomHere
,
@AdtechGod
and
@aripap
.
Full story by
@JamesHercher
here:
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🗞️
@EA
Electronic Arts is looking to grow its advertising business.
▶️They recently hired several positions for ad tech roles, including ad tech program manager and ad tech software engineers.
▶️These hires suggest that EA is trying to streamline its advertising offerings across
Some fun ad tech news to start the week!
Electronic Arts is making key ad tech hires, signaling a potential next step in the publisher’s promised push into in-game advertising.
Read all about it on
@Digiday
:
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They didn't call it “BluePrint+” or “BluePrintMax” and that's a good thing
Exclusive: Yahoo, not blind to the criticism of PMax and similar black box tools, is releasing Blueprint Performance, its AI-powered media buying tool. Only it’s offering more transparency. Here's why Yahoo is in an advantageous position.
via
@Adweek
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Google AdX's video policy update on April 1st might not be a joke for publishers & video ad platforms. The shift to industry standards could impact premium inventory, leading to lower CPMs.
#AdTech
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[1/4] Do not overestimate industry readiness for cookie deprecation. Some clients still don't grasp basic cookie functionality and are shocked it impacts retargeting. Worse, some lack even a 1st-party data collection strategy (i.e emails)...
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Great episode by
@ericfranchi
and
@joe_zappa
on how adtech companies can win the marketing competition and differentiate themselves from the competitors
This was my fav episode of Open Market to date:
I get to turn the tables and grill
@joe_zappa
on how to win with ad tech marketing.
He has a great framework. I learned a lot, and I think you will too. Tune in!
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Impact Media launches with an attention-based guarantee model. Are we finally moving beyond clicks & towards real ad engagement? This could be HUGE.
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It's no secret that ad verification tools often fall short. Ultimately, buyers are the first line of defense against poor inventory quality. Protect your brand. Implement robust whitelisting and verification processes.
SHOCKING AD PLACEMENTS: MAJOR BRANDS FOUND ON OFFENSIVE CONTENT
-
@AdalyticsHQ
study shows ads from hundreds of brands on objectionable content, including racial slurs and explicit material.
- Despite brand safety investments, ads appear alongside inappropriate content on the
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75% of all CTV transactions are programmatic.
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Thanks to
@UofDigital
newsletter I learned that Pinterest has launched…🥁…
PERFORMANCE +
TTD 🎯’s Yahoo 😮
Welcome back to the
@UofDigital
Newsletter! This week’s news, deftly compiled & curated to keep your industry expertise sharp.
Click the 🔗 for the full 📰.
————————————
“We’re not trying to be the smartest people in the room, we’re
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I've started this account to enhance my knowledge in AdTech - read articles, then write tweets describing them. Actually, after 1 year this industry still seems very complex. The learning journey continues, but loving the challenge.
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🤑 this is just another example of tech giants exploiting loopholes and putting vulnerable users at risk for a quick buck. 💰 But hey, at least they have a "policy" against it, even if they're blatantly ignoring it. 🙃
Scoop: Google has been encouraging buyers to target teens, in violation of its policy. FT reported earlier this month about Google working with Meta to target teens, but Google is working w/even more companies to target teens via a workaround.
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reading the latest
@emarketer
report - 80%+ of programmatic ad spend still relies on cookies.
If Google deprecated cookies this year, it would be a disaster.
But that disaster will be next year.
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Ad execs testing
#PrivacySandbox
but is it REALLY a test? Limited traffic & uneven prep skew data. Can they REALLY assess value for publishers & advertisers?
#adtech
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SO, TTD S&P500+ is:
-It is a marketplace, not a static list of the best publishers in TTD opinion;
-settings include 20,000+ (wow) websites and apps;
-it is a dynamic marketplace - TTD is constantly adding/removing publishers, so there is no static list of publishers.
Thread⬇️
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Amazon's DSP dilemma exposes a glaring need for diversity in the industry, but usability and inventory issues persist. Still, Amazon's resources hint at potential change. With some strategic upgrades, it could emerge as a solid alternative for advertisers.
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The cookieless future of ad targeting is upon us. Fortunately, frameworks exist that can help programmatic buyers target relevant audiences even in a cookieless environment. Staying ahead of the curve is crucial for success in
#adtech
.
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@EricTilbury_RTB
Lately, I've been thinking more and more that banners are not the best option for prospecting in general. Especially when it comes to an unknown brand and a cold audience. In turn, in video (In-stream, CTV) there is an opportunity to create some sort of emotional connection.
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Google's recent deprecations of CM Attribution reports & now Demographics in GA360 raise concerns for marketers like me. Understanding audience demographics is crucial, yet we're left with limited insights, especially view-through-attribution.
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RMNs using MFA sites and murky inventory to claim attribution is a worrying trend. It's bad for brands, transparency, and ultimately, the entire ad ecosystem. We need stricter standards and better data sharing for a healthy future.
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Advertisers are concerned about AI's impact on click and impression farming in digital advertising. The rise of AI could worsen fraud issues, affecting agencies and brands. 😕📈
While click farming and impression farming have been around in digital advertising, the increased use of artificial intelligence may worsen these larger fraud-related problems.
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Is there an API for DSPs learning resources? Imagine a one-stop shop for courses, blogs & guides. Anyone found this holy grail or is manual searching still the best option?
#adtech
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!Random Media Trading Tip!
If you use multiple DSPs, make sure that you have a frequency capping strategy. Few tips:
-Use AdsDataHub/CM360 hub to create impr. based audiences and suppress them;
-Use separate GEO targeting;
-Use different formats/inventory in each DSP.
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Insights from
@wearemiq
Chrome’s Privacy Sandbox Attribution Reporting API (ARA) testing:
⏩ ARA captures data similar to cookies, reporting on 84.9% of unique converters as cookies with an additional 3.7%.
⏩ Event-level reports provide rich data for optimization.
⏩ARA might be
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"‘Considerably less ready’: Marketers’ post-cookie preparedness has dropped by 23% since 2022" - by
@digiday
You know what? Nothing will change much until Google actually deprecates cookies.
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🔍The CMA's investigation into
@Google
removal of third-party cookies hits a crucial point.With Google testing on 1% of Chrome traffic, ad execs get a sandbox glimpse.CMA's call for feedback is pivotal for industry insights on the alternatives' stability.
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Anyone else drowning in display ads? Personally, I prefer video (OLV, CTV, YT) all the way. But for performance campaigns (across verticals!), display still reigns supreme (due to the lower cost). Shifting budgets to video, but those KPIs make it a slower crawl than I'd like.
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“We have been able to successfully run prospecting campaigns for advertisers,” - sounds good at first glance, but I'm curios to see data. How this compared to prospecting w/ cookies etc, what are the KPIs here etc
🟪
@yahooads
is the largest DSP testing Google Privacy Sandbox. Also, Yahoo's Gio Gardelli (
@ggardelli
) is one of the smartest experts on alt-ID/post-cookie addressability.
See his POV on GPS testing in this new
@adage
interview with
@GarettSloane
. 🍪
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@DavidDanziger
@pesach_lattin
@joe_zappa
@UofDigital
@airgups23
@aripap
@michaelmiraflor
@Myles_Younger
@MarkDonatelli
@jaymfriedman
@adamheimlich
There are LOTS of great accounts (I just pulled the first ones from my followings) -
@acfou
,
@AdTechExplained
,
@wayneblodwell
,
@pbannist
,
@eric_seufert
,
@jtot415
and others. I'm most concerned about LinkedIn - the concentration of such accounts there is extremely high.
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Future of DSPs:
-unique inventory
-unique AI algorithms (i.e Performance+)
what else could help them stand out?
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reading the most recent
@UofDigital
newsletter about Oracle and got I few thoughts:
-Are there any companies that will suffer a domino effect?
-Are there many companies that could be just as significantly affected by the lack of signals?
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📢
@infilliontech
, emerges as top bidder for
@mediamath
assets, the adtech giant that filed for Chapter 11 bankruptcy. Aiming to acquire the platform at around $22 million, Infillion plans to rejuvenate the tech and rehire former staff. 💰🛠️
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@ChrisHarihar
It is not 100% correct to compare search ads to display/video/streaming - user intent is different. And I know that standard search CPM (almost all of them function on the CPC model though) might be $40-50+ so their $50+ looks pretty normal.
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@cmilano09
@marketecturetv
Yeah, everyone knew it was happening all along, but it was more of a rumor/guesses
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Programmatic buying is getting smarter (PMAX, AMZ P+), but will it kill AdOps jobs? Think automation frees us to focus on complex stuff: MFA, SPO, & budget optimization (bc most DSPs backend algo's try to spend in full vs meet goals).
#adtech
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Disney aims for 75% programmatic ad revenue with DRAX Direct, a game-changer in ad tech. Integrating with Google’s DV 360 & The Trade Desk, it offers streamlined access to Hulu & Disney+ inventory, boosting value for advertisers.
#AdTech
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Who will get a 99.99% brand-safe score this week? Twitch streams featuring girls in the pool? Place your bets in the comments!
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🚨 Google's ad slip-up raises eyebrows as big brands find themselves on porn sites and questionable partners.
@AdalyticsHQ
exposes the vast search network, revealing issues with brand safety. Time for a closer look at digital advertising accountability!
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#AdTech
win! JIC certifies Comscore & VideoAmp as TV currencies, challenging Nielsen's dominance. But questions remain: can they solve the linear vs streaming measurement gap & deliver cross-platform audience insights?
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I hope it won't become the second LinkedIn, where everyone agrees with everyone and there are almost no hot discussions
Adtech Twitter is livening up.
I will keep evangelizing this corner of the internet until we have recreated adtech Babylon.
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🔍 Publishers beware! Privacy Sandbox's latency issues: +1500ms increase, dropping viewability rates to 39%. Insights reveal challenges during testing.
#AdTech
#PrivacySandbox
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SSPs are introducing new programs that connect publishers with specific, high-quality buyers beyond just relying on open-market auctions.
▶️Magnite charges a 4% premium for auction packages and curator deals, with potentially even higher fees for Supply Path Optimization (SPO)
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"Disney Expands Its Audience Graph And Clean Room Tech Beyond The US" -
@adexchanger
Positives:
-Accessibility for Smaller Businesses
-BridgeID and Interoperability
-Global Reach
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If you are struggling to keep up with all of the news -
@marketecturetv
podcast is a great way to stay in the loop.
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‼️
@mozilla
acquires Anonym - ad tech startup to develop new solutions for privacy-safe measurement, targeting and optimization
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#adtech
needs a wake-up call. Time for clear traffic source labels & stricter verification standards. Let's stop wasting budget on fake clicks & protect our brands!
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New video ad specs introduced for transparency are struggling to gain traction among publishers, facing hurdles like an ever-growing list of priorities and revenue concerns. 😕🎥
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🔥 Adalytics Report exposes the harsh reality of the ad tech industry's claims about MFA prevention. 😱 While vendors boast, the supply remains flooded with low-quality inventory.
#adtech
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Netflix's ad strategy: From "no ads ever" to "trust us, we can measure them now!" Throwing shade with new partners like Kantar & Cint.
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