Blog

Establishing a more transparent media marketplace has been top-of-mind for marketers this year, and on June 10 at the ACA Executive Forum, marketers showed how they are taking action. The topic – Taking a Hard Line with Online: The Client Perspective – created considerable buzz among the more than 100 attendees in a cinema at […]

Transparency (or the lack of it) in programmatic buying was the elephant in the room last week at Marketing magazine’s AD-Vantage Programmatic Trading Conference. And Ian Hewetson, VP of Client Services for ad server and demand-side platform Eyereturn Marketing, made sure to address it during his morning keynote session.

“You’ve got a lot of different players in almost every single programmatic buy,” Hewetson (pictured, right) told a packed room on Tuesday March 31 at the Bram and Bluma Appel Salon in the Toronto Reference Library. “You’ve got the site, the supply-side platform (SSP), the exchange, a demand-side platform (DSP), maybe you have a verification vendor, maybe you’ve got third-party data in there, and an agency trading desk too.

By Stephan Argent, CEO, Argedia Group With so much discussion, confusion misunderstanding and indeed – fear – around programmatic buying, I thought a beginner’s guide to programmatic buying would be both timely and helpful. But before getting into the issues, pros and cons, and what the future looks like, let’s make sure we’re on the […]