Performance

The Power of Recency & Frequency: The Basics for Programmatic

Analytics, Performance, Programmatic, Targeting /

In the dynamic realm of programmatic advertising, where algorithms and data analytics dictate ad placements in real time, the strategic interplay between frequency and recency emerges as a cornerstone of campaign success. As marketers navigate the ever-evolving digital landscape, understanding how to wield the power of frequency and recency becomes pivotal. These metrics not only […]

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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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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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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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Beyond Google's FLoC

FLoC Has Officially Been Retired, So What Does Google’s Targeting Future Look Like?

Google, Performance, Programmatic, Uncategorized /

In 2020, Google announced that they were going to disable third-party cookies in the Chrome browser as a way of improving user privacy. Since the early 2000s, third-party cookies have been the main tool that has been used for companies to be able to hyper-target audiences that are relevant to their business. In October 2021,

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Expand reach beyond FB and Instagram with Programmatic Advertising

The Meta Implosion & How Programmatic Advertising Can Fill the Gap

Performance, Programmatic, Social Media /

On Feb 3, 2022, Facebook, or Meta now with their new name change, had the single biggest drop in stock market history. Over 328 billion of value was lost in the company over the span of minutes, and Meta reported a 10 billion dollar loss for 2021.  Christopher Claflin (@christopherclaflin) did a great job of

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