Major talking points this week involved the continued uncertainty around the transition to a viewability standard, the absolute certainty around the growth in spending expected across the programmatic landscape, and what publishers are going to have to be ready for to be successful going forward.
- 5 Things IAB’s Randall Rothenberg Wants You to Know About Digital Advertising (AdWeek) – Expect to see clearer and easier-to-understand standards around viewability soon, says the IAB. Also, where should ad tech fall in the realm of overall advertising?
- Outside Voices: Online Ad Viewability Not Ready For Prime-Time (Wall Street Journal) – Meanwhile, Ziff Davis CEO Vivek Shah wants to make sure that the steps to move to viewability aren’t taken in haste. Click through to see what Shah sees as standing in the way of the transition to what he calls a “goal which we need to remember is without precedent in the entire media landscape.”
- Programmatic Transactions to Account for $21 Billion in Global Spending This Year (AdAge) – A new forecast from Magna Global shows growth of more than 50 percent in worldwide programmatic spending, seeing the expected total swell to about $21 billion. That growth is expected to continue going forward, with the $50-billion mark being exceeded in as little as four years.
- Programmatic: A Rising Tide (AdExchanger) – Find out what Rare Crowds’ CEO Eric Picard sees as the future of programmatic, and what publishers will need to be prepared for going forward.
- How Tribune Publishing is evolving its programmatic approach (Digiday) – New CEO Jack Griffin is pushing to increase the publishing company’s dependence on digital revenue, and programmatic selling is a major part of that concept. Programmatic is leading to sales changes and even new business relationships for the publicly-traded newspaper company.