Automation has had a profound impact on the digital advertising industry. The emergence of biddable media has specifically transformed the way advertisements are being purchased. Definition of Biddable Media: Digital media that may be purchased through auction platforms, predominately in real-time. Biddable media uses data to target audiences at the right time and within the proper context on a specific platform to improve campaign effectiveness. Historically, media has been purchased in bulk following contracts between media companies and agencies. Now, the process of buying media is virtually instantaneous. Bids are based on live data in terms of what buyers are willing to spend. If a bid is won, then a buyer’s ad will be posted on the publisher’s site automatically. An appealing aspect of biddable media is that purchasing can be optimized due to the success or failure of an advertisement. If a campaign is performing highly, a greater bid may be placed to gain even more expo
Have you ever wondered why certain advertisements are displayed on your Facebook News Feed? Recently, Facebook has been striving to alter the way advertisers control their custom audience lists. A custom audience list refers to the contact records advertisers transfer to Facebook to target advertisements. These uploaded lists include: phone numbers, email addresses, and other data which use algorithms to cross reference information against profiles. The goal of this action is for Facebook to provide more transparency to their users and explain why specific ads appear on their News Feed. Starting on July 2 nd , advertisers will have to specifically identify the source of an audience’s information at the time they utilize a custom audience list. When uploading these lists, advertisers will be required to state whether the information was gathered directly from customers, directly from agencies, or from a combination of both customers and data providers or agencies. In addition to