A Brand Marketer’s Guide to Taking Programmatic Advertising In-house

whitePaper | May 24, 2022

Today’s pharma marketers are adapting their advertising strategies and investments in a world of digital choice. By embracing new online video and digital audio channels, advertisers are taking advantage of more precise targeting tactics, more efficiently reaching key patients and HCPs, and improving the overall ROI of their marketing investments.

whitePaper | January 5, 2020

As consumers increasingly research, shop and book travel on multiple digital platforms, travel marketers have amped up their digital advertising budgets, their focus on measuring the true impact of their ad spend and identifying what is working, and what is not.

whitePaper | August 24, 2022

Streamlined, fluid and accessible ways of transacting between inventory and media have only partly been realized across current forms of advertising automation — namely programmatic. Our consideration of automation will go beyond programmatic to include how marketers effectively advertise in an omnichannel ecosystem, doing so in a fashion that ensures the best return on investment for whole campaigns — rather than a single ad exposure.

whitePaper | October 18, 2022

FAST or Free Ad-supported Streaming TV refers to the new linear distribution model that delivers pre-programmed content to a mass audience via connected devices. What makes it different from AVOD (Advertising-supported Video on Demand) is – linear content distribution. In simpler terms, a FAST channel is like a traditional TV channel that has fixed programming, schedules, and advertising. On the other hand, the AVOD model, apart from being ad-based, lets viewers choose what they want to watch in an on-demand manner.

whitePaper | November 30, 2021

The IAB Data Center of Excellence is an independently funded and staffed unit within the IAB. Founded to enhance existing IAB resources and to drive the “data agenda” for the digital media, marketing, and advertising industry, the Data Center’s mission is to define boundaries, reduce friction, and increase value along the data chain, for consumers, marketers, and the ecosystem that supports them. IAB Data Center of Excellence is focused on

whitePaper | November 11, 2019

The measurement of advertising effectiveness is steeped in a history of evolution and the introduction of digital channels has increased this pace of change. In order to understand how the industry measures digital ad effectiveness and how digital media contributes to advertising success, this white paper collates a range of industry measurement approaches along with general research findings and learnings. The white paper also provides guidance and considerations, based on these learnings, for campaign measurement.