Programmatic advertising has been one of the most transformative advancements in marketing. It has also been one of the biggest disruptors to the ad-powered internet.
Now a dominant way to sell and purchase media, programmatic advertising is expected to rise to encompass 58% of all ad spend on digital display this year. The US is the strongest programmatic market, accounting for 62% of all global programmatic ad spend.
The main concepts of advertising have been around for over a century, but the emergence of programmatic creative and the creative management platform (CMP) is a phenomenon that is much newer.
A number of companies have seen incredible results from creative management platforms, including Anheuser-Busch, the biggest brewer in the world, and Intercontinental Hotels Group (IHG), the second-biggest hospitality company in the world.
Programmatic creative technologies combine well with programmatic buying, data management platforms (DMPs) and demand-side platforms (DSPs). In this ad tech stack arrangement, the CMP is the creative arm of a data-driven campaign strategy.
We’re going to explore seven ingredients that can make up the perfect creative management platform that aligns with your programmatic creative strategy. If you’re still learning about what a CMP is, check out the video below before you review the list.[Read more…]
The lion’s share of display ad inventory will be a combination of rich audience data, targeting and placement.
How will the ads that align with these programmatic buys come into being? What tools are services are used to source the ad content and personalize the ads? Once built, how will the ad performance optimized?
To answer these questions we created the Ad Creative Landscape in 2014, now updated for 2017. Inspired by the Display Ad Lumascape, this graphic summarizes many key players and services in the display ad creation process.
As a CMP vendor, we have participated in many requests for proposals (RFPs) for Creative Management Platforms (CMPs). The same goes for dynamic creative and programmatic creative. But we still often hear from organizations that don’t have an RFP or RFI template for a CMP. [Read more…]