Marketing

Understanding Supply Side Platforms (SSPs): A Comprehensive Guide

Analytics, Marketing, Performance, Programmatic, SSPs, Targeting /

Supply Side Platforms (SSPs) play a crucial role, especially for publishers seeking to maximize their ad revenue. This guide delves into the fundamentals of SSPs, their importance, and how they function within the programmatic advertising landscape. What is a Supply Side Platform (SSP)? A Supply Side Platform (SSP) is a technology digital publishers use to […]

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How Attribution Can Impact Insights In Programmatic Media

Analytics, Marketing, Programmatic, touchpoint /

In the ever-evolving digital marketing landscape, the importance of understanding and evaluating ad performance cannot be overstated. However, the traditional approach of relying solely on last-click attribution to measure success can be remarkably limiting, especially in the context of programmatic media. Last-click attribution, a model that assigns full credit for a conversion to a user’s

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Real-Time Bidding (RTB): What Marketers Need to Know

Analytics, Marketing, Performance, Programmatic, Targeting /

Real-time bidding (RTB) has revolutionized the landscape of programmatic marketing and the entire media mix, offering advertisers unparalleled flexibility and efficiency in reaching their target audiences. At its core, RTB is an auction-based method that allows advertisers to bid on individual ad impressions in real time, enabling them to optimize their campaigns dynamically. This real-time

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B2B Marketing Trends – AI And Programmatic Media

AI, Artificial Intelligence, Audience Targeting, B2B, Programmatic, Small Business /

In a recent webinar with BrandLive and eMarketer, three analysts explored current B2B trends and their predictions for the vertical. Predictions centered heavily around the utilization of Artificial Intelligence and how that would impact data quality, brand equity and marketing strategies. Below we highlighted a few of the key highlights, and you can watch the

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Are You Reaching Your Ideal Customers Beyond Google and Facebook?

Ad Formats, Audience Targeting, Awareness, Demographic, Digital Marketing, Marketing, Measurement, Performance, Programmatic /

Why Diversifying Your Digital Reach Across TV, Web, and Apps Is Essential to Effective Ad Campaigns In the diverse tapestry of digital advertising, there’s an often overlooked fact: every digital channel has unique roles and strengths. These channels, rather than being siloed entities, work synergistically to capture audience attention. Understanding the interplay and scope of

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Golden Opportunity in the Era of Cookie Deprecation – A Call for UID

Ads, Artificial Intelligence, Awareness, Cookies, Digital Marketing, Marketing, Measurement, Performance, Programmatic, Targeting, Unified ID /

In the midst of the impending cookie deprecation era, there is a distinct sense of excitement that permeates the dynamic realm of digital marketing, as eloquently expressed by Grant Whitmore. As the industry counts down to the anticipated implementation of blocking by Google on January 4th, 2024, it confronts challenges but also stands at the

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A True Media Mix in Performance Marketing

Ad Formats, Ads, Awareness, Digital Marketing, Google, Marketing, Measurement, Performance, Programmatic /

Are you a digital marketer who constantly wonders if your campaigns could be achieving more? What if there was a strategy lying right under your nose that could potentially unlock at least  22% more conversions? Today, let’s take the time to  explore this hidden gem: programmatic advertising and its role in enhancing digital marketing performance.

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Programmatic Out-of-Home Ad Spending Takes Off in the US

Ad Formats, Ads, Awareness, Digital Marketing, Marketing, Measurement, Performance /

As out-of-home (OOH) advertising recovers from its pandemic decline, programmatic trading of digital signage offers new opportunities. According to Insider Intelligence’s latest OOH report, programmatic OOH spend will triple between 2022 and 2025, though it still accounts for less than 10% of total outdoor ad dollars. For programmatic media agencies, OOH introduces unique inventory to

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How AI and Automation Are Revolutionizing Programmatic Advertising

Artificial Intelligence /

Programmatic advertising has exploded in popularity thanks to its ability to use data and automation to target specific audiences and buy digital ad space. Now, artificial intelligence and marketing automation aim to optimize programmatic buying even further. In this post, we’ll look at what programmatic advertising is, the impact AI and automation will have on

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What is Keyword-Level Search Retargeting?

Ad Formats, Ads, Audience Targeting, Geofence, Marketing, Measurement, Performance, Programmatic, Search /

At Above the Fold, our audience targeting solutions are uniquely built to enable highly localized planning, execution and attribution. In this blog, we’re going to be taking a bit of a deep dive into these questions: KEYWORD-LEVEL SEARCH RETARGETING  In a nutshell, keyword expansion is when you expand your keyword list for your SEM (search

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