by Roy de Souza
IAB has recently released an API for “programmatic direct,” also known as “programmatic premium. These methods for buying advertising are a hybrid of both programmatic and direct sales methods, and programmatic direct has become a mainstay of publishers who want to protect their premium inventory and advertisers who want guaranteed buys.
The API, which is in a document over 100 pages long (no, we haven’t read it yet), has been released for public comment. It is designed to make workflow between advertisers and publishers easier, and fix some of the problems of DealID, a method that has turned out to be problematic but desirable for advertisers and agencies
Here’s the background:
AOL, Yahoo!, Microsoft, and Yieldex created the OpenDirect working group in June 2013 to
develop and support a standard for the programmatic selling and buying of guaranteed digital
ad inventory. The OpenDirect API specification will allow buyers who want to access
guaranteed inventory via automated processes avoid multiple, costly, custom integrations. This
document is the culmination of those efforts.
Implementing the API lets buyers write a single client that can access inventory from multiple publishers without the need to write custom code for each integration. The hope is that... Read more
by Roy de Souza
Advertising has us chasing cars and clothes, working at jobs we hate so we can buy shit we don't need." - Rachel Botman
Le Web's London's opening presentation, with its theme of the Collaborative Economy, should be a wake up call to corporations, brands, and everyone in the advertising ecosystem. Your lives are about to change. the market has once again spoken, and if you think you've already been disrupted by social media, think again. You ain't seen nothing yet.
Loic LeMeur, Le Web's cofounder, opened this year's event with a starling presentation on the Collaborative Economy, a new movement in which consumers, especially the highly coveted and targeted millennials, have decided to share and rent rather than own things in a dramatic reversal of 50-year trends.
A number of factors have come together to influence this trend; the availability of excess capacity with high idle times, the worldwide recession, the growth of trust networks generated by social media, and a growing need for community. During my own lifetime, I've seen feelings of isolation grow, and the statistics are that the number of people dining and living alone has doubled in the past forty years. So it's not just a feeling.
During my lifetime,... Read more