We have already explained the differences between first, second, and third party data, and how each of them can be used for mobile advertising purposes. Today, we look into a different category split: deterministic and probabilistic data. Both typologies are independent Continue Reading
It’s that time of the year again when tech giants from all over will gather in Barcelona and set the trends for the coming year. Mobile World Congress (MWC) is undoubtedly the greatest mobile show on earth: it’s noisy, colorful, Continue Reading
We are a week into 2019 and we hope you have recovered from all the Holiday merry-making and merry-eating! The week of Christmas and New Year is closely watched in the mobile advertising circuit, for this is the time when Continue Reading
As 2018 draws to an end we reached out to some of the top experts in mobile advertising to hear their predictions on where the industry is heading in 2019. Here’s what they had to say: Paul H. Müller, CTO Continue Reading
The last couple of years have been big for mobile marketers, but what we are witnessing now is the emergence of a true mobile first-world. It was in 2016 that mobile use took the lead from desktop use for the first Continue Reading
Our readers might not yet have recovered from Turkey treats from last week’s Thanksgiving celebrations (and the shopping that followed on Black Friday and Cyber Monday!), but for app advertisers, it is time to get started on tackling the next Continue Reading
Will major social platforms around the world, including each of the national champions, eventually have their own custom ad APIs? If so, how will mobile advertisers buy inventory programmatically between the worlds of custom APIs and Open RTB, to deliver consistent campaigns across channels?
As RTB continues its exponential growth and surpasses $20 billion in the US next year, humans simply aren’t needed to power deals and manage negotiations the way they once were and advertising professionals are feeling the pinch. Yet while some see this shift as the death knell for the human element in advertising, it can be argued that what we’re seeing now is the creativity renaissance of the ad industry.
Advertising professionals needn’t feel threatened by ever-increasing automation. Time once spent on repetitive tasks has been freed up to invest in creative work at the very moment our creative needs are exploding. Rather than replacing humans on the job, automation has freed up human labour capacity that can be invested in creative to meet the demand for cross-channel, more granular campaigns.
In performance and brand advertising alike, advertisers have always had an overarching message to share and distribute consistently across channels. As those channels have evolved beyond television and print to include myriad digital channels including social, mobile, video and display, ads have become more granular and targeted to evermore-specific audience segments.
What does this creative renaissance mean for advertising professionals and teams? Let’s explore four factors driving the demand for creative talent across the ad industry: audience segmentation, ad sequencing, real-time marketing and data-driven creative.