What is Biddable Media and Why is It So Important?
Biddable Media is any form of media in which you use an auction-based system to purchase media inventory. To understand why that's important, it's easiest to look back at the relatively short timeline of its existence. Google began search engine advertising in 1999,...
With Programmatic Advertising, No Doesn’t Always Mean No
Even after major adoption as a mid-funnel strategy, many marketers are confused by what programmatic can or can’t do. A recent lunch with a CMO for a major brand was just a reminder that there’s much for agencies and marketers still to learn about some of the basic...
Why is Programmatic The “Problem Child?!”
Media choices haven’t really changed that much in the last 50 years! The introduction of Netflix in 1997 and Googles version of PPC/Adwords in 2002 (a fascinating story for another time), were perhaps two of the biggest transformations in recent years. With the...