92% of U.S. marketers, 98% of U.S. publishers are into programmatic
Although the total budget being spent on programmatic in the U.S. is still fairly small, almost everyone’s trying it, according to several recent studies. A survey of U.S. marketers and agencies by AOL found that only 8% of marketers and 9% of agencies aren’t using programmatic in any channel, though they were spread pretty widely between display, mobile, video and search.
Meanwhile on the selling side, a study by the Winterberry Group for the IAB found that 98% of U.S. publishers have deployed programmatic domestically, though only 72% have used it in international markets where they operate.
Lastly, a survey by Forrester Consulting for DSP Simpl.fi found that it’s not just national publishers adopting the tech — 62% of U.S. local publishers are using programmatic too. The numbers all speak to very wide adoption in the U.S., at least at the testing-the-waters level. But it’s important to note that Canada is nowhere near this level of adoption. (If you want proof, you’ll have to come to our Audience Intelligence conference in November.)
Read more about AOL’s buyer survey at Media Post
New investment round values AppNexus at $1.2B
Programmatic sell-side technology provider AppNexus has closed a funding deal with a mystery public equity firm in Boston, securing $60 million in new funding to help it aggressively ramp up M&A, draw engineering talent and expand globally. CEO Brian O’Kelley told Ad Exchanger that despite Q2 being AppNexus’ first-ever profitable quarter, the company needs cash to keep growing. AppNexus, unlike other industry leaders, has stalwartly refused to IPO and has now raised more than $200 million in financing. But O’Kelley says because the new investment is coming from public investors, it’s a sign of market confidence, and gives AppNexus “the benefits of being public without the overhead of being public.”
Read the full interview at Ad Exchanger
Yahoo’s premium ad platform is going self-serve
Yahoo is hoping to attract more buyers to its premium ad platform, Yahoo Ad Manager Plus, by opening it up to buyers. YAM Plus (unfortunate acronym alert) gives buyers first-look access to Yahoo’s best-performing placements, like Tumblr Sponsored Posts and native stream ads, before they go to the Yahoo Ad Exchange. Previously the premium service was managed by Yahoo, but following the recent trend in self-serve buying platforms, Yahoo is making the technology directly accessible to buyers, meaning they can manage their own campaigns and access reports in real-time. According to Ad Age, the company hopes the new platform will help lift flagging display ad revenues.
Read more at Advertising Age
Facebook advertisers can now track campaigns across devices
Doubling down on its investment in mobile ads, Facebook is now offering a way for advertisers to see the influence their mobile ads are having on desktop web activity (and vice versa). The new cross-device reporting tool will identify users that saw an ad on one device and later converted on another. Though it’s not quite a full cross-device attribution solution – which would model the contribution that ads on each device had to the eventual conversion – it’s a step towards understanding the consumer’s journey through multiple platforms, and it gives Facebook a way to even better demonstrate the value of its mobile ads.
Read more at Media Post
Acquisitions and partnerships shaping the industry
- Digital video DSP TubeMogul gets into TV through AudienceExpress partnership
- comScore signs deal with ThePlatform for enhanced video analytics
- Nielsen data provider Catalina to get TV set-top box data from FourthWall
- Digital marketing company IgnitionOne adds mobile DSP Human Demand to acquisitions roster
Around the web
Must-read features and opinion
- Ad tech and marketing automation have finally collided (Ad Age)
Marketing automation companies like Salesforce and Adobe, which provide enterprise solutions for CRM and data management, have kept their distance from experimental ad tech like programmatic ad buying — but new partnerships are bridging the gap
- Here’s how LinkedIn plans to have a new billion-dollar business in 3 years (Business Insider)
A leaked memo details LinkedIn’s plan to leverage Bizo and other audience targeting solutions to become the world’s top B2B marketing platform
- Xbox shops entertainment studio to Warner Bros. (Hollywood Reporter)
Xbox’s original content division, shuttered during Microsoft’s 18,000 layoff round, may not be dead after all
- Online ad firms fight losses as revenues rise (Wall Street Journal)
The WSJ digs into why ad tech has been suffering in the markets, focusing on why startups’ shortfalls continue to expand despite revenue growth