Programmatic marketing Archives

California, USA – Popular sandbox game Roblox has teamed up with PubMatic to offer immersive programmatic video advertising in its platform. The partnership will allow more brands to seamlessly reach Roblox’s global community of over 71 million daily active users, nearly half of them representing the highly coveted Gen Z demographic, while Roblox will gain scaled access to premium brand advertising demand.

With one of the most robust virtual economies in the world, the expansion of Roblox’s advertising business will enable seamless access to this community and allow brands to activate on the platform without creating custom-built content.

Like all advertising on Roblox, programmatic ads must comply with the platform’s Community Standards and Advertising Standards grounded in principles of making advertising safe, transparent, and respectful of people’s privacy while still creating opportunities for the community to innovate, engage and earn.

This also means Roblox users will know when they are interacting with ad content, and ads will continue to only be served to people ages 13 and up.

Stephanie Latham, VP of global partnerships at Roblox, said, “We are committed to making it easier for brands to foster connections with our highly engaged community on Roblox. Partnering with PubMatic unlocks the opportunity for more advertisers to seamlessly engage this community through preferred content formats, like video, while providing advertiser controls around brand suitability. The ad experience we offer on the platform is built to be immersive instead of disruptive, and true to the Roblox experience that our community of creators, users, and brands know and love.”

Meanwhile, Kyle Dozeman, chief revenue officer for Americas at PubMatic, commented, “We are thrilled to partner with Roblox to deliver a pioneering advertising solution that marries monetization with user experience. Advertising creates significant opportunities for many companies, and it funds and fuels the endless potential of the internet. We look forward to empowering Roblox to maintain full control over its advertising ecosystem while enabling advertisers to reach their target audiences effectively.”

Singapore – New research from WARC in partnership with ID Comms has highlighted the key trends across three different areas of programmatic advertising: the search for solutions in the post-cookie era, digital wastage in the programmatic supply chain, and the emergence of new addressable channels.

The report suggests that a majority of marketers and advertisers fall short in programmatic advertising with overlooked privacy regulation changes, digital ad spend wastage, and below average confidence towards data, analytics, and insight systems within emerging channels.

According to the report, about 58% of marketing leaders seem unaware of the impact of privacy regulation changes on their systems, tools, and business. In response, advertisers are actively seeking alternatives for targeting and measurement such as the use of first-party data, data partnerships, employing cookieless target methods, and exploring persistent identifiers as an alternative to tracking users across multiple platforms and devices.

Despite some improvements, the report states that nearly a quarter of the annual $88 billion spent on programmatic advertising still goes to waste. To reduce this wastage, advertisers include supply path optimization (SPO), wherein they streamline routes to advertising inventory by eliminating unnecessary intermediaries in the supply path. They also adopt in-house capabilities to enhance programmatic trading, and even engage in sustainability measurement, with some advertisers striving to minimize their carbon footprints.

Data also shows that CMOs report allocating a quarter of their entire marketing expense budgets to marketing technologies, yet marketers utilized just 42% of their martech stack capabilities in 2022, down from 58% in 2020.

Furthermore, there are new addressable channels such as gaming, connected television (CTV), programmatic audio, digital out of home (DOOH), and retail, but there is still a challenge as 62% of advertisers express only moderate confidence or less in their data, analytics, and insight systems. This confidence gap poses several obstacles to the expansion of these channels such as the need for holistic and standardized data, the pervasive issue of ad fraud, and the delicate balance between open web and walled garden Demand Side Platforms (DSPs).

However, the report mentions that marketers can still future-proof programmatic activations and improve business capabilities by establishing well defined business objectives, identifying and mapping one’s current capabilities, perform a gap analysis and identifying future business use cases, reviewing current programmatic maturity and future areas of progression, producing the final roadmap for their efforts, and activating their workstreams with the right support.

Paul Stringer, managing editor for research & advisory at WARC, said, “The efficacy of programmatic – automation, real-time measurement and sophisticated targeting – are being threatened by the growing push for data privacy and the demise of the third party cookie.

“While programmatic advertising may have failed to live up to its early promise, change is afoot and a new wave of growth and development beckons. In this report we explore key shifts across the programmatic landscape and how they are impacting advertisers,” he added.

Singapore – San Francisco-based adtech PubMatic and New York-based adtech MediaMath have announced a new partnership in bringing MediaMath’s fully accountable, addressable supply chain known as SOURCE across PubMatic’s extensive publisher network in Southeast Asia..

MediaMath’s SOURCE allows brands to manage programmatic advertising launched by advertisers online accounted for the sake of transparency in terms of costs, and establishing trust between publishers, adtech intermediaries, and advertisers thanks to bidirectional data sharing.

Through the new partnership, MediaMath will leverage its SOURCE offering to include more industry-leading solutions and advertising opportunities. This allows PubMatic’s participation to bring added display, mobile, and CTV inventory from a roster of premium publishers that includes Indonesian news site KLY, Indonesian media company Detik.com, app publisher LINE, Filipino media conglomerate ABS-CBN, Thai news web portal Sanook, and Indonesia media conglomerate Kompas Gramedia.

For Viktor Zawadzki, general manager for EMEA and APAC at MediaMath, their recent partnership with PubMatic speaks to a greater need for the future of the open internet, as it is “built around radical transparency and improved performance for all participants”.

“MediaMath launched SOURCE as part of a broader drive to align the industry around these imperatives. Partnerships with like-minded partners such as PubMatic, which is focused on helping publishers maximize revenue, are critical to this momentum. This partnership makes PubMatic’s high-quality ad supply available to MediaMath’s buyers and moves us a step closer to achieving our goal in APAC, and we’re delighted to be working together,” Zawadski explained.

Meanwhile, Sudipto Das, vice president of advertiser solutions for APAC at PubMatic commented, “Together with MediaMath, PubMatic is aimed at driving results for buyers and increasing revenue and opportunities for publishers. At a time when the focus is honed in on making ad spend and content investment work smarter and harder, this partnership intends to help us grow the addressable pool of marketer spend in the programmatic channel.”

Hong Kong – With a greater focus on the Hong Kong and Thailand market, martech and adtech Maadtech is launching its Programmatic 2.0 solutions, featuring new technology features and campaign performance optimization.

With the latest launch, Maadtech is integrating their data management platform-customer data platform (DMP-CDP) as well as media and campaign optimization tools made available through global partnerships with Adzymic Singapore, Sublime Paris, and others.

In a statement, Wilson Chan, executive director of Maadtech Programmatic, said that the latest product launch aligns with ‘the golden era for Programmatic trading’ as 5G connectivity will lift the programmatic ad spend in Asia from currently USD30Bto over USD50B.

“Our solution is not only about technology and features. Our mission is to help Asian marketers and advertisers to adopt Programmatic best practices and remain competitive globally, which we are very much behind the western markets in this field,” Chan stated.

He added, “We are currently in development of a client CPD platform solution which will complement our existing products and offer marketers a truly data-driven Programmatic Marketing ‘end-to-end’ solution starting from zero base. We aim to launch this later in the year regionally across Asian markets.”

Founded in 2019, Maadtech integrates adtech and martech solutions under one platform in enabling effective adoption of programmatic advertising in display, social media, and other channels.