Agency Agency Agency Advertiser Advertiser Agency Agency Trading Desks Agency’s voice Demand Side Platforms DISPLAY Buyers Guide 1... BUYING THROUGH RTB ALLOWS US TO USE TECHNOLOGY TO REACH A SPECIFIC AUDIENCE IN AN AUTOMATED WAY Sell Side Platforms ADVERT Publisher Website Ad Exchange squeek! WHAT DO THEY ALL DO? WELL.... 2... ADVERT ADVERT KEEP READING THIS BOOK AND FIND OUT! ADVERT WHAT OPTIONS DO WE NOW HAVE WHEN WE BUY DISPLAY MEDIA? Agency Advertiser BUYING DIRECT ALLOWS US TO PLACE ADS DIRECTLY ONTO A WEBSITE THERE ARE NOW THREE OPTIONS 1) BUY DIRECT 2) BUY THROUGH AN AD NETWORK 3) BUY THROUGH RTB TRADING Ad Network ADVERT 3... RTB SOUNDS A BIT COMPLICATED - HOW DO I FIND OUT MORE? BUYING THROUGH AN AD NETWORK MAKES IT POSSIBLE TO REACH MORE WEBSITES AND APPLY BEHAVIOURAL TARGETING
Transcript
Agency Agency
Agency
Advertiser
Advertiser
Agency
AgencyTrading Desks
Agency’svoice
Demand Side Platforms
DISPLAYBuyers Guide1...
BUYING THROUGH RTB ALLOWS US TO USE TECHNOLOGY TO REACH A SPECIFIC AUDIENCE IN AN AUTOMATED WAY
Sell Side Platforms
ADVERT
Publisher Website
Ad Exchange
squeek!
WHAT DO THEY ALL DO?
WELL....
2...ADVERT
ADVERT
KEEP READING THIS BOOK AND FIND OUT!
ADVERT
WHAT OPTIONS DO WE NOW HAVE WHEN WE BUY DISPLAY MEDIA?
Agency
Advertiser
BUYING DIRECT ALLOWS US TO PLACE ADS DIRECTLY ONTO A WEBSITE
THERE ARE NOW THREE OPTIONS1) BUY DIRECT2) BUY THROUGH AN AD NETWORK 3) BUY THROUGH RTB
TRADING
Ad Network
ADVERT
3...
RTB SOUNDS A BIT COMPLICATED - HOW DO I FIND OUT MORE?
BUYING THROUGH AN AD NETWORK MAKES IT POSSIBLE TO REACH MORE WEBSITES AND APPLY BEHAVIOURAL TARGETING
“The real-time bidding (RTB) industry began nearly three years ago with the September 2009 launch of Google’s DoubleClick Ad Exchange, the first marketplace powered by real-time auction technology. Since then the industry has experienced tremendous growth. eMarketer projects that spending on real-time exchanges will grow to $5 billion by 2015.”
According to International Data Corporation, as quoted in “Real-Time Bidding Spending to Quadruple This Year,” (eMarketer, October 27, 2011).
IAB DISPLAY TRADING BUYERS GUIDE 1
It all began with a simple question: Could display advertising borrow the key lessons from search advertising? Being able to uniquely target every single ad impression is immensely useful, however pricing each ad impression based on a real-time auction is massively valuable.
From those audacious ideas, the real-time ad exchange was born – a framework to take what had been pioneered on a handful of search engines and apply it across the entire web. Today, the infrastructure is built to run impression-level targeting based on a real-time auction for any website.
Introduction Phil Macauley, EU Managing Director,
Quantcast
IAB DISPLAY TRADING BUYERS GUIDE2
This is unquestionably an impressive technical achievement. Yet there is a growing sense that this revolution has not delivered on its promise. Dramatic improvements in technical infrastructure have yielded, at best, marginal improvements in campaign performance. In fact, outside of a few small pockets, primarily in retargeting campaigns, the hope and the hype have yielded to disappointment and even despair. A recent headline suggests we are entering “The Trough of RTB Disillusionment.” The nervous whispers of industry insiders in 2011 threaten to become the angry roar of advertisers.
But revolutions don’t proceed in straight lines. A December 2000 BusinessWeek article on the fledgling Google search engine posed the question, “Where’s the business model?” The article quoted a Google competitor as saying, “There isn’t really good evidence, frankly, that companies focused purely on search, as Google has been, can support themselves with that model.” As if anticipating the question, Google had launched AdWords six weeks earlier. The industry is now living the revolution that followed. “In retrospect, all revolutions seem inevitable. Beforehand, all revolutions seem impossible.” (Michael McFaul: NSC expert on Democratisation).
The way it was supposed to work
The industry has begun refashioning display advertising based on real-time audience targeting. Organisations structured themselves so that those responsible for optimising campaigns are separate from those responsible for providing the data. As an industry, we believed that the new real-time infrastructure would
allow advertisers to mix and match data from various sources, combine with algorithms and execute through any preferred bidding technology.
Instead of focussing on how to define your objectives we feel like it’s important to understand some of the hypotheses out there and the considerations for each:
1) Cookies are far shorter-lived than thought: We all know that cookies don’t live forever. But we built a real-time display industry structure - separating data from optimisation and lower-purchase-funnel retargeting from upper- purchase-funnel prospecting - that implicitly assumes that cookies are, at least, reasonably long-
lived. As it turns out, the half-life of an average third-party cookie (the type most commonly used for data exchange, ad serving and attribution analysis) is approximately three days, and cookies for one third of online users last for less than an hour. Data buyers today are erring in one of two ways. They’re either focusing only on the subset of the population with stable cookies or they are buying lists of cookies with a good chance that many on that list will never be found again. Stale cookie lists equate to dramatic degradation in either effectiveness or efficiency. Said another way, real-time bidding requires real-time data.
2) Clicks are a poor metric for display advertising: Real-time display is a new medium requiring its own unique metrics. Importing the philosophy of accountability from search is entirely appropriate, but lazily applying the same metrics is not.
IAB DISPLAY TRADING BUYERS GUIDE4
Some internal research at Quantcast saw clickers to display ads skew either very young (under 18 years of age) or older (more than 50 years of age) with lower income (less than $30,000 annually). In general, the profile of converters is the exact opposite of the profile of clickers, a finding consistent with a host of display advertising studies. For example, comScore’s Natural Born Clickers studies have shown that only 8 percent (and declining) of online users ever click on an ad in a given month.
3) Prospecting and retargeting are not separate activities: Most advertisers have been encouraged to split marketing objectives into upper and lower funnel. This practice would be entirely rational if cookies were even reasonably stable. But if the consideration window for an advertiser’s product is more than a day or two, a single customer working his or her way down the purchase funnel from awareness to consideration to purchase will likely appear as two, three or more different cookies because cookies are so often short-lived. When that customer is ready to visit an advertiser’s website, he or she will likely appear as a different cookie from that appearing in the awareness or consideration phase. The advertising that drove the person to visit the website – the single hardest task in advertising – will not be properly attributed because cookie churn has broken the causal link. Such mistaken attribution causes advertisers to over-invest in retargeting and under-invest in the important work of finding new customers. (More on attribution later in the handbook.)
4) Data is necessary but not sufficient: Comparing performance for campaigns run with independent components to those that integrate data with algorithmic optimisation and bidding strategy is interesting and working with a provider to do this can give you some valuable insights (see example below). The data leveraged in both approaches was exactly the same, but the divergence in performance was stark. Campaigns with integrated data, algorithms and bidding produced a two to seven times lower cost per action (CPA) than the independent approach (see below).
Quantcast comparative campaign performance against four different sectors
CP
A
50
40
30
20
10
0
Mix & Match Integrated
Automotive Airline Charity Hotel
Knowing whom to target (the data or cookie list) is important, but it is not enough. It is also crucial to know when (purchase funnel management), where (context and placement), how often (frequency) and how much to pay (auction strategy). Separating the data from the algorithmic optimisation and bidding makes the dynamic optimisation required in RTB impossible.
IAB DISPLAY TRADING BUYERS GUIDE6
5) Data volume matters: While data alone is not sufficient, a massive amount of it is nonetheless needed to make targeting in real-time display work. Display is a far noisier environment than search, where users specify what they are looking for by entering keywords. It is easy to gloss over the mind-boggling statistics associated with RTB, but here’s a helpful rule of thumb: If you are not leveraging petabytes of data to make each targeting decision, you are missing the true power of RTB. In today’s world of big data, the amount of data actually does matter, for two reasons. First, data freshness really matters, because less data means more dated insights and a greater sensitivity to cookie deletion. Experiments at Quantcast over the last year have found that serving the right ad at the right time based on the latest insight makes a big difference. Second, targeting models are only as good as the amount and quality of data against which they train. Many vendors can provide lookalike modelling. Similarly, most people reading this handbook can run 100 meters, but only a handful of people have a chance to win an Olympic gold medal doing it. Lookalike models, like sprinters, are not all created equal. The amount of training differentiates the world-class from the mediocre.
Slicing the purchase funnel into data, optimisation, retargeting and prospecting makes it nearly impossible to create a coordinated set of targeting tactics. An integrated approach to targeting in real-time display – data, algorithm and bidding – across the entire funnel simply drives better results.
It is possible to achieve both the performance and scale of search in display. While not all the way there yet, we are leaving behind the marginal performance of traditional display and fulfilling the original promise of RTB and targeting.
The RTB industry is only three years old (September 2012). We are all witnessing the creation of a new industry, and we’re still learning what works. As we move from RTB 1.0 to RTB 2.0, it is important to remember a key lesson from the evolution of search: Success comes by applying the emerging rules of a new medium rather than misapplying the rules of thumb from other media.
IAB DISPLAY TRADING BUYERS GUIDE8
What you need to knowProgrammatic buying:
As we have heard display advertising has entered a new, exciting era. You no longer have to pre-buy impressions - some of which you want, others you don’t - and you no longer have to settle for black box algorithms, non-transparent reporting, and one-size-fits-all creatives. The buying mechanism has changed to one based on data and technology and controlled by smart people. We call it ‘programmatic buying’.
Shannon Sieve, Head of AdX Buyer
Development, UK & Benelux DoubleClick
Ad Exchange
By combining vast pools of inventory with real-time decision making, you can reach specific audiences at scale, at the best possible price, and with the most engaging message. Everything about your ad, from how much you pay for each impression to what it will look like for a specific user, can be decided in the milliseconds before a page loads. You can now reach the right person, at the right time, with the right message.
How It WorksOne of the key technologies enabling programmatic buying is Real-Time Bidding (RTB), a buying mechanism based on data and algorithms that allows media buyers to evaluate and purchase ad inventory on an impression-by-impression basis. With RTB, you’re able to buy access to an audience rather than just buying space on a site.
How Programmatic Buying Works
• Engaging creative, relevant message• Reach people where they are• Measures your impact
• Leverage your data• Precision target• Frequency cap across all media
• Access inventory at scale• Control what you buy• Bid in real-time
Engage the consumer Find your audience Buy in real time
IAB DISPLAY TRADING BUYERS GUIDE10
Here’s what happens: when a user enters a URL into their browser, a message is sent to buying agencies asking whether they’re interested in the ad space, along with key information such as the cookie ID, ad size, user’s country, and more. The media buyer’s algorithms make a real-time decision about the value of that single impression and bids on it accordingly. Once the auction is won, the ad appears in milliseconds - all while the page is loading. The transactions take place across ad exchanges and other platforms where inventory is made available in an open way: impressions are won via an auction with no minimums, commitments or guarantees involved.
Messaging can now be personalised through Dynamic Creative. Images can be tweaked, ads can be localised, and different products can be dynamically displayed depending on users’ demographic, the time of year, available supply and so on. Display ad units can contain rich media, video, micro-sites, animations, and social aspects such as Twitter and Facebook feeds. And the scope for user engagement is bigger than ever: in addition to games and video, ads might incorporate use of webcams, generate individualised responses, or enable user-to-user communication - these days, our imaginations have to catch up with technology, not the other way around. The result is that users can be emotionally engaged like never before, spending more time on your ad, increasing the chance of click-through, and generating a strongly positive association with your brand.
Digital savvy consumers no longer follow a linear path to purchase. They seamlessly navigate across the web as they research a purchase. Anyone who has bought a flight or an insurance policy online will have first-hand experience of this. In fact, the average online holiday purchaser will make 20 searches and visit 26 sites over a period of 24 days (Google/Nielsen Clickstream Study, 2010). Consumers can start the purchase path at any point in the cycle, and advertising needs to be rethought with that in mind. Unravelling this complex journey is also important to attributing the correct credit and investment in your various online marketing activities. We’ll get to attribution modelling a bit later.
Intent leading to purchase
Consumer considers initial set of brands according to brand perceptions and exposure to recent touch points
1. Trigger
Consumer adds or subtracts as they determine what they want
Consumer selects a brand
2. Active evaluation
3. Moment purchase
Following the purchase, consumer builds expectations based on their experience, which informs and affects the next decision journey
4. Postpurchase experience
Loyalty loop
Repeatpurchase
Initialconsideration
set
AwarenessAdvocacy
Source: McKinsey Quarterly, 2009
IAB DISPLAY TRADING BUYERS GUIDE12
Data
Today it’s not just about buying impressions on a contextually-relevant page, it’s about finding your exact audience within that context. Buying through exchanges and other open platforms allows you to apply data to your media buys to cherry-pick the impressions you want and customise your message based on anything from the users’ browsing behaviour to demographics to local weather.
Turning raw data into usable, actionable information is one of the most critical elements in the world of programmatic buying. It’s also one of the most challenging. Start by fully leveraging your own first party data as it gives you rich information about how the user has interacted with your brand and is uniquely your own information. Then explore the options for third party data sources. Finding the right partner is crucial, so adopting a test and learn mentality is critical.
The data marketplace is not yet fully developed. Pricing varies greatly and some are surprised that data can often cost more than the CPM itself, but it’s money well spent if performance justifies it. And don’t forget that performance can be measured in many ways - not just clicks.
Brand safety and transparencyWhile technology is transforming the way we can buy media, preserving brand safety is still as important as ever. Technology platforms offer many built-in features to help prevent ads from showing in the wrong places. In addition, there are now third party companies that can monitor a page’s context and prevent ads from showing in a context that doesn’t align with the brand.
Advertisers have the right to know where their ads are showing, and transparency is one of the fundamental benefits of programmatic buying. Transparency in where your ads are running not only provides comfort that your brand is appearing only in appropriate places on the web, but it also allows for continued optimisation and stronger inputs into attribution modelling.
Direct-response or branding?Programmatic buying should not just be seen as a Direct Response (DR) function. It can and should be used across the spectrum. Given the complexity of the user journey, the very idea that media budgets are either DR or brand is becoming less and less relevant. Every campaign has its own performance objectives and metrics associated with it, and buying campaigns programmatically can benefit all campaigns by making them more accountable, transparent and measurable.
The first thing a brand usually does when moving to programmatic buying is to consolidate all remarketing through a single platform. This makes sense, since it solves the duplication issue of buying across multiple platforms, enables a frequency cap across users, and - because you have data that predicts how likely each user is to convert - allows you to pay appropriately. This is much more efficient than placing buys against the same user-list across multiple partners. Beyond remarketing, you can use lookalike modelling against current users to find others who are similar, and find prospects by buying audience segments from data providers or publishers.
IAB DISPLAY TRADING BUYERS GUIDE14
The argument for withholding what were traditionally considered ‘brand’ buys was that the inventory available in the exchanges was considered remnant. But this is changing: publishers are seeing the value of RTB-based buying and buyers are demanding that more inventory flows through the exchanges. In the UK, publishers are testing various models, and the liquidity through the exchange - even from premium publishers - is strong. The shift to better quality inventory is further being helped by video and mobile inventory becoming more widely available, and by private marketplaces, where publishers make select inventory available to only a select group of buyers at an agreed-upon price point.
Keeping up with the consumerIn order to keep pace with consumers, biddable media is rapidly moving beyond standard display; new formats and devices are fast becoming available through programmatic buying. Here are some of the latest areas to watch:
• Mobile - Today’s consumer is mobile. Already, more smartphones are shipped than PCs. In 2012, over 1 billion people will have used mobile devices as their primary internet access point, and we predict that mobile will be the number one screen by 2015 (Neal Mohan, June 2011). In the UK, 93% of smartphone owners have gone online using their devices in the past seven days.
• Tablets - At the same time, consumers are embracing tablet devices as the third digital screen in their lives, and 65% of those who own tablets use them at least an hour per day.
• Social Networking sites garner almost one in five minutes spent online (ComScore, October 2011). Facebook recently launched the Facebook Exchange, where they’re making inventory available to real-time bidding technologies.
• Traditional media moving toward Connected-IPTV is also a medium waiting to be exploited. It’s possible to imagine a time when personalised ads will be shown via connected TVs and even on digital out-of-home media.
AttributionAs mentioned previously, most advertisers have used a ‘last click’ attribution model. In other words, they have rewarded all of the credit for the sale to the last click. This ignores the impact of all the other activities along the path-to-purchase that influenced the customer’s decision.
Many new attribution models are emerging, ranging from a linear model, where equal credit is given to each interaction, to time decay, which attaches more credit to the touch points that occurred nearest to the time of conversion. There is no set rule for attribution, as every journey and product is different. However, making sure you understand these journeys is vital to ensuring you don’t under- or over-value elements of your online marketing. The core issues that have historically prevented holistic attribution modelling include lack of complete data, lack of transparency, and data being housed in different places. Programmatic buying solves for the lack of transparency and lack of complete data and a single, unified platform brings all the data to one place.
IAB DISPLAY TRADING BUYERS GUIDE16
When you have a single platform, your programmatic buying becomes more powerful. Consider the possibility of taking users who visited your website via a search ad, and re-targeting them with a customised display ad, in real-time, seconds after they left your site. Using a single platform for all your tracking will ensure a holistic view of every interaction on the path-to-purchase, whether it came from SEM, Natural Search, Display, Affiliates or Social.
What’s ahead: A unified future
Programmatic buying has led to the tremendous advances for advertisers that we’ve talked about. The next phase of the online ad revolution is about bringing these effective point solutions together to create a single unified platform that simplifies the buying process, delivers better results, and allows for effective attribution modelling.
The modern ad platform for the new digital world will be an integrated platform that will ultimately unify audience buying and reporting across all digital channels and formats: search, display, social, desktop, mobile, and video. At the heart of this is ad serving, coupled with brand new buying methods, search and rich media solutions, attribution and analytics.
We talked about several concepts:• How the consumer purchase journey has changed, and consumers are seamlessly shifting
their attention between the different screens in their lives.
• How we can now target specific consumers wherever they spend their time.
• And how real-time delivery of ads means delivering the right ad, to the right user at the right time.
As mentioned the industry to date has associated networks and exchanges to direct response campaigns, as they provide the ability to measure every impression and every click, and layer on audience data in a resource and cost efficient way.
As the lines between DR and brand are blurring advertisers are beginning to channel increased budgets into digital, and specifically performance advertising. The landscape is changing with additional technology, optimisation techniques and network specialists emerging. Publishers are also recognising the incremental opportunity available through automated trading, improving reach and liquidity of advertising space.
IAB DISPLAY TRADING BUYERS GUIDE18
Starting with the definitions of the different types of technology partner, and where they specialise:
Trading desk – An agency branch trading entity known as the expert operators in their use of new technology. These entities can be independent or operate within an agency holding company. This group of people (known as traders) play the day-to-day campaign management and optimisation role. Who uses: Agency holding companies, operating agencies, advertisers.
Ad exchanges - Online auction based marketplace that facilitates the buying and selling of inventory across multiple parties ranging from direct publishers, Ad Networks and Demand Side Platform (DSP). These automated marketplaces enable sellers to monetise inventory via acceptance of the highest bid from buyers
Who Uses: Advertisers, Agencies, Ad Networks, DSPs and Publishers. Ad Networks - An online advertising service provider, often with proprietary technology, that helps marketers run display advertising campaigns across various sources of online inventory, including direct Publishers and Ad Exchanges.
Who Uses: Advertisers, Agencies to reach audiences, Publishers to sell remnant inventory.
Supply-side platform (SSP) - An Advertiser technology platform which represents the suppliers of online ads (Publishers) SSPs give publishers the ability to increase their website advertising revenues by engaging with multiple demand-side channels (Ad Networks, Ad Exchanges and DSP’s) through a single vendor. Who Uses: Publishers.
Demand-side platform (DSP) - An advertising technology platform which allows marketers to manage their online media campaigns by facilitating the buying of auction-based display media and audience data across multiple inventory and data suppliers in a centralised management platform.
Who Uses: Agencies, Marketers, etc. Online data providers/data aggregator - The definition of an “Online Data Provider” is broad and includes a number of players and data types, such as companies like Experian (financial data), Nielsen (demographics and psychographic data) and OwnerIQ (purchase history).
Who Uses: Advertisers and their agencies, Ad Networks, DSPs, Data Exchanges.
Data exchanges - Online auction marketplace where advertisers acquire 3rd party data that helps them better reach their target audiences with display.
IAB DISPLAY TRADING BUYERS GUIDE20
Data Exchanges were created as marketplaces where Online Data Providers could sell their data directly to DSPs and Ad Networks.
Who Uses: Ad Networks, DSPs. Real-time bidding (RTB) - RTB is a protocol that enables the valuation and bidding on individual impressions in real time. The buying takes place over online media exchanges – basically media marketplaces - which connect sellers (publishers) and buyers (advertisers).
Data Management Platform (DMP) - Platforms that allow advertisers, agencies, publishers and others to control their own first-party audience and campaign data, compare it to third-party audience data, and give the ability to make smarter media buying and campaign planning decisions via behavioural targeting or extending audiences via lookalike modeling. Advertisers
Ad Server - A computer that delivers and tracks advertisements independent of the web site where the ad is being displayed. Use of an ad server helps establish trust between an advertiser and publisher since the statistics can be maintained by an objective third party.
Who Uses: Advertisers, Agencies, DSPs, Ad Networks, Publishers.
and agencies generally utilise DMPs in order to buy more effectively while publishers typically utilise DMPs in order to segment their audiences and sell more effectively.
It may seem simple, but in selecting a technology partner, the most important thing to keep in mind is the principle requirement you need them to meet. The due diligence and selection process can quickly become complicated as you look into workflow, reporting, service models, data and audience management, as well as core reach. These considerations are further magnified if you are looking to operate in multiple markets, and may also involve selection of more than one partner.
There are a few key areas to bear in mind, and prioritise the importance of each to your business:
Access to supply sources
Are you looking for specific sites, media owners or concentration in particular markets? What level of visibility into the website do you require?
An exchange or SSP could meet these needs alone, being a gateway to a range of international supply and driving performance across CPM, CPC and CPA. If you are looking to test different sources or not yet clear on individual strategy by brand or market, then a DSP plugging into the key exchanges and SSPs gives that additional pool to test.
IAB DISPLAY TRADING BUYERS GUIDE22
Service
What service model are you looking for? Are your aims to be self-sufficient or looking for a partner to offer media buying and budget management services?
You may already have a clear ROI metric or prefer a 3rd party to prospect on your behalf, in which case an exchange specialist or managed service from a DSP is worth considering, with no additional investment in resource required. If you want to understand what drives your performance, and have brand or regional variances, then look for a partner that has resource in your core territories to service and support local teams on the ground.
Workflow efficiencies
How much resource do you have available, versus your expectation of technology driving efficiencies?
If you expect to source advertising from multiple exchanges and SSPs, then a DSP will be the most logical primary technology for your media buying, offering one entry point to a range of supply sources. This also changes the profile of the resource you need to recruit, from the traditional planner/buyer, to a more mathematical analyst and optimisation expert.
What campaign management and optimisation metrics do you expect to see? Do you have particular business or billing requirements that need to be addressed? Do you plan to use custom data feeds or an API?
As well as the traditional campaign and performance metrics of pricing type, targeting parameters, pace of delivery and budget management, technology platforms can also be used to drive optimisation techniques. It is also important to ensure financial and business intelligence core metrics are available from the platform.
As the volume of data can be extensive, a custom data feed or access to the platform API is worth considering. This provides a deeper and broader data set, enabling greater insight into all your activity, informing bidding techniques to drive performance.
With so many business models and platforms available, the selection process may feel long and complicated. Keep focus on your core objectives, and clearly state your expectations, but remember the importance of a partnership for successful future growth.
ADVERT
IAB DISPLAY TRADING BUYERS GUIDE24
Conclusion
The display landscape has evolved to a point where the savvy advertisers are no longer looking for just click through rates as a sign of success. The more questions the advertisers asked the faster the industry responded and now, as promised by many industry insiders, RTB is on its way to delivering the accountability and effectiveness of search.
Amit Kotecha, Senior Mobile and
Networks Manager, IAB UK
As with anything new, everyone is still testing, learning and hoping to optimise. So, if the revolution seems inevitable it’s the perfect time to get involved.
To find out more please go to - www.iabuk.net/displaytrading or contact - [email protected]
The obvious benefits lie with huge increases in efficiency and reductions in wastage but there are still concerns over brand safety. The opportunity lies within the smart use of fresh actionable data to target people across your purchase funnel.
