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Tag : media buying

Advertising SaaS: Behind Ad Tech’s Growth to $100B in 2020

A recently released report from independent consulting firm Technology Business Research projects that ad tech revenue will increase from $30B in 2015 to $100B in 2020 — a 300%+ increase over a 5-year span. According to MediaPost, this rapid boost in revenue is a clear reflection of “advertisers’ continued shift toward digital formats and the rise of self-serve platform offerings.” To formulate the $100B figure, the consulting firm evaluated vendors from four different segments — data management platforms, demand-side platforms, ad […]

Anatomy of a Growth Marketer: Thrillist’s Meghan Kelly

Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising. Great in-house advertisers are the lifeblood of digital business growth. They are methodical and analytical, using results from real-time reporting to iterate on best-performing creative and copy as well as to identify under-performing campaigns. A seasoned performance marketing specialist is expected to wear many hats, and may be responsible for a significant percentage of spend (resulting in significant company growth). What’s […]

2015: The Year of the In-House Advertiser

As we wrap up and look back at 2014, a few trends stand out: Programmatic media buying Real-time bidding Mobile Why is in-house advertising set to take off? It’s pretty clear that these “trends” aren’t going anywhere — they’re pieces of a movement. We’re in the middle of a massive shift from traditional marketing tactics like print, billboards and TV toward data-driven marketing channels like search and social media, necessitated by customers moving to mobile. Online companies live and die […]

10 Reasons Why Companies Are Taking Media Buying In-House

Whether it’s pumping up the volume on a successful campaign, launching new promotions, hitting a seasonal window or reacting to something in the news, in-house advertisers are in control and have the competitive edge over third parties. Nancy Hill, President of 4A says it well: “It’s been very clear for quite some time that agencies need to be much more agile and faster to respond, and that’s what real-time marketing has pushed us all toward.” Increased agility is only the tip […]

self service

Programmatic Buying: Moving From Outsourced To Self-Service

This article was originally published in AdExchanger. Ever since the first DSPs hung their shingles, the flood of venture-capital dollars into the Software-as-a-Service space has forced senior executives to ask themselves one very important question: Should they outsource programmatic buying or come up with a solution in-house? For many firms, the answer is in-house expertise, also known as self-service. Cost savings, data protection and creating expertise that is core to your brand are some of its potential benefits. I’m not […]