The Renaissance of Creative Work in a Data-driven RTB Advertising World

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.

First, Second & Third-Party Data: What’s the Difference, and How Is Each Used in Mobile Marketing?

It’s often been said that data will be the oil of the 21st century. Now, when managing an advertising campaign for the mobile realm, it’s important to know the differences between types of data and how you can best leverage them for your needs. Here are just a few insight on the various kinds of data, and why each is potentially valuable to your marketing efforts.

Mastering the 3 Pillars of Mobile Performance Advertising

Programmatic ad delivery in the U.S. is poised to become a $20 billion market next year, with mobile ranking as the number one opportunity. Driving this massive growth in the mobile ad market is the proliferation of consumer data and advertisers’ ability to glean actionable insights. In fact, the data we have at our disposal today powers not only more knowledgeable and efficient media buys but also near-complete personas for targeting.

We’ve evolved from manual integrations to machine-learning algorithms and far more efficient mobile media buys. Advertisers are realizing the possibilities in cross-channel and multi-screen, but also how to use their own first-party data to improve performance and increase campaign ROI.

Demand vs. Supply In Mobile Advertising: Resolving the Inevitable AdTech Conflict

AppLift recently announced the acquisition of Bidstalk, an enterprise DSP provider with some amazing technological capabilities, thereby adding another important ingredient to our demand stack. This evolution didn’t come in a day, but was rather the result of our market vision and our understanding of the future of adtech (advertising technology) and martech (marketing technology, solutions enabling you to manage your existing customer base).

Here I would like to give a bit more background on one of the main reasons why it was important for us to invest in a programmatic DSP with RTB capabilities and, having spent years on both the demand as well as the supply side, explain how I see the industry evolving forward.

모바일 광고의 수요 vs 공급: 애드테크 갈등의 해결

앱리프트는 최근에 뛰어난 기술력을 가진 모바일 광고주 플랫폼 DSP 기업인 비드스톡의 인수를 발표함으로써, 광고주 스택에 중요한 구성요소를 하나 더 갖게 되었습니다. 이러한 결정은 하루 아침에 이루어진것이 아니라 시장의 비전과 애드테크와 마테크 (마케팅 테크놀로지, 기존 고객 기반의 관리를 가능하게 하는 솔루션) 미래에 대한 이해에서 비롯된 것입니다.

저는 수 년간 공급과 수요 양쪽과 일해온 앱리프트가 실시간 입찰 (RTB)기반의 프로그래매틱 DSP에 투자하는 것이 왜 중요했는지의 배경에 대해 좀 더 설명하고자 합니다.

移动广告中的供、需关系: 论述解决不可避免的广告技术冲突

移动应用营销平台AppLift 最近宣布收购 Bidstalk公司,这是一个需求方平台(DSP),其技术力量十分雄厚,因此收购该公司从而能够为本公司的推广需求输入一批重要的技术人才。这种发展演变并非一日一时之事,而是根据我们对市场前景以及广告技术(adtech)与营销技术(这是使你能够管理现有客户群的优秀解决方案)的发展前景进行深思熟虑的分析和解读所得出的解决方案。


프로그래매틱 미디어 바잉을 시작해야 할 5가지 이유

모바일 광고 업계에서 “프로그래매틱 바잉”은 꾸준히 회자되는 주제였음에도 아직 많은 이들이 정확한 뜻을 알지 못하는 실정입니다. 그러나 광고주와 마케터들은 프로그래매틱 바잉에 대해 반드시 알아야 하는 시점이 되었습니다.

프로그래매틱 미디어 바잉이 무엇일까요?

프로그래매틱 미디어 바잉은 빅데이터에서 파생된 용어라 볼 수 있습니다. 빅데이터는 소비자들의 소비 습관에 관해 통찰력을 제공합니다. 그러나 이러한 정보들은 서버에 축척된 엄청난 양의 데이터 일뿐 이것을 가공하고 적용하는 것은 결국 마케터의 역할입니다. 물론 컴퓨팅기술은 이전에도 있었지만 방대한 양의 정보를 활용하여 최적화하기 어려움이 있습니다. 프로그래매틱 바잉은 마케터가 자동적으로 인벤토리를 구입하고 미디어 캠페인을 운영할 수 있도록 변모하고 있고, 모바일 시장은 적극적으로 이를 받아들이기 시작했습니다.

Five Reasons Why Mobile Advertisers Should Love Programmatic Media Buying

Programmatic media buying has been around for a while, but there are still a lot of people who don’t really know what it is. That’s about to change, because programmatic media buying is going mainstream, and mobile advertisers need to start planning now to avoid being left behind.

What is programmatic media buying?

Programmatic media buying is an offshoot of another buzzword: big data. Big data gave businesses invaluable insights into consumer buying habits. But that information didn’t do any good just sitting around on a bunch of servers, so marketers had to figure out how to analyze it and apply what they found. The computing power to do that has been around for a while now, but there was still one technological roadblock: the process for buying media. The existing process wasn’t sophisticated enough to capitalize on all of that information. Programmatic media buying is changing that by letting marketers automatically buy and run media campaigns with granular segmentation. And the mobile market is beginning to embrace it enthusiastically.




程序化媒体购买是另一个时髦热词- “大数据”的衍生热词。大数据为企业提供对消费者的购买行为进行深度洞察。然而,如果那些信息只停留在一堆服务器上,那就无法发挥其作用,因此营销人员必须得弄清楚如何对其进行分析并灵活地运用他们的新发现。电脑已出现在人们的生活中并发挥其强大的作用,但是购买媒体这个过程仍然存在一些技术障碍。目前这种购买过程还不够成熟,无法充分利用所有的信息。程序化媒体购买通过让营销人员自动购买与精细化运作的媒体宣传活动相结合的方式正在逐渐改变现状。而移动应用市场也开始对其热情拥抱。