Programmatic display, video pre-roll, banner ads, skyscrapers, home page takeovers, leaderboards, MRECs, what the hell does it all mean?
If you’re not advertising on search, social, content or digital audio, you’re most likely spending money on display advertising. Display advertising goes by many names, as we’ll find out in a minute, but this complex, murky world is a mysterious black box for many.
In this industry, there was first talk of systemic ad fraud. Then the conversation shifted to brand safety and more recently, customer data protection with GDPR and CCPA. Things have almost become more complex as time has worn on.
So we’re talking with one of the world’s experts in this area, Keaton to clear up all the mystery, myths and misconceptions.
While tech companies won’t give much thought to this type of advertising, even large advertisers like P&G are addressing wastage in the supply chain and pushing for better transparency.
With that said, programmatic display is the favourite punching bag of traditional-media-leading, rebate-friendly industry commentators who enjoy spreading fear and falsehoods.
If you’re apprehensive already, don’t worry, we don’t get too technical here because it’s very easy to go down a rabbit hole that leads to nowhere constructive.
With that said, if you don’t know what a server is, or the basics of advertising terms like reach, or impressions – this probably isn’t an episode you should listen to.
See references and additional material related to this episode here https://jameshammon.com.au/blogs/the-champagne-strategy-podcast-episode-12-keaton-hulme-jones/