Ad Innovation News: Programmatic Gets Personal

Each weekday, we bring you the most relevant stories to keep you abreast of advertising industry happenings.

Digiday’s Jessica Davies highlights the major difference between programmatic guaranteed and automated guaranteed advertising.

WTF is programmatic guaranteed?

By Jessica Davies @ Digiday

Programmatic guaranteed is a new model that enables a buyer to device ID or cookie match an audience with a publisher and pre-agree to buy at a fixed price. This lets ad buyers target specific audiences. Programmatic guaranteed is different than automated guaranteed, which just automated the previously manual process of serving ads.

Programmatic Pact Increases Consumer Location Data Available

By Kate Kaye @ Advertising Age

Freckle IoT, which gets mobile device proximity information from beacon data providers and app and publisher partners, has struck a deal with five programmatic ad platforms– Adelphic, AppNexus, MediaMath, The Trade Desk and TubeMogul— that will let marketers track whether ad exposure boosted store traffic. This level of precision will help marketers attribute digital ads to retail visits, and decrease the possibility of click fraud.