A 13-part Programmatic Media Landscape series in APAC
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Did you know you can do more than activate campaigns on DV360? It has quite a robust set of features available for other tasks, like media planning and reporting/analysis.
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Digital advertising is becoming increasingly data-driven, with marketers relying on comprehensive reporting to measure the effectiveness...
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If you are in the digital advertising industry, you would have come across the acronym DSP...
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LinkedIn is the largest professional social network available in the world. The site boasts about 224 million users in APAC alone, and of the 25 supported languages, 10 of which are Asian. For the most up-to-date user statistics on LinkedIn, you can refer to their publicly available page here. If you like other relevant statistics on LinkedIn, you can head over here for more. It covers all sorts of metrics and even provides the source link to some of them for your reference, such as: LinkedIn Financials and Info LinkedIn Demographics Statistics LinkedIn Content Marketing Statistics and Info LinkedIn Usage Statistics With such a valuable set of audiences, LinkedIn allows marketers to reach out to these audiences through their LinkedIn Campaign Manager platform. Unlike the DSPs we have covered, which typically require a contractual agreement and/or minimum commitment to get started, this platform is free to access for anyone with a valid company account on LinkedIn. In this article, we will walk you through how to set up a campaign on LinkedIn Campaign Manager and reach these audiences.
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As brands scale up and increase investments in digital advertising, Google provides advertisers with 2 methods of reaching users with display & video inventory: Google Ads and Display & Video 360 (DV360). Find out they key differences between the two platforms in terms of inventory, capabilities and even costs.
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Today, we will be covering how one can set up a PMP deal on the TTD platform. For those unfamiliar with what a PMP is, check out our other post - Unboxed: Programmatic Inventory Types. To start, we'll require these few information: Deal ID SSP/Exchange Floor or Fixed Price with Start and End date (if any) We'll go through the difference between first-party contracts and third-party contracts, as well as the entire PMP setup workflow.
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Introducing Outcome based buying, where we can move away from the standard buying model, to one that focuses on performance metrics. Before that, let's walkthrough the traditional CPM buying model that we're all used to. CPM has been the only transaction mode for Programmatic for the longest time. That is because OpenRTB - the technology that powers most Programmatic campaigns - only supports CPM. So, for any platform or vendor to provide an alternative transaction mode such as CPC/CPV or outcome based buying as it’s termed, they must take on the risk of buying in CPM, optimizing to a desired outcome, and selling it at the committed rate. Traditionally, in order to buy media based on performance: there are 2 categories within the outcome based buying model: 1. Transparent self-service end-to-end campaign management 2. Non-transparent managed service With DV360 entering the Outcome Based Buying market, it is huge news as it signals the maturity of Programmatic buying. At the same time, it forms a 3rd category of a transparent self-service platform that doesn’t control the end-to-end process of buying & selling ads. Read on to learn more about DV360's outcome based buying.
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Previously, we posted a guide to set up campaign in TTD - the classic edition. As TTD has recently released a new platform experience named Solimar, we have written an updated guide to walk you through on how to set up campaign on The Trade Desk (Solimar edition). Solimar aims to help marketers prepare for a new age of digital advertising around these three areas: Setting business goals right at the start Activate first-party data easily Measure impact of campaigns effectively This article will not be a “sales pitch” on Solimar; instead, we will show the changes in the user interface and bring through the new campaign setup flow. Read on to find out what are the differences between Solimar and the legacy edition, as well as the step-by-step guide on creating your first campaign on TTD.
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Today, we will be exploring how to set up campaign in another popular DSP - The Trade Desk, aka TTD. TTD is one of the biggest independent DSP. This means that big tech companies do not own TTD, unlike its competitors like DV360 (Google), Xandr (AT&T), Amazon DSP (Amazon), or Amobee (Singtel). While being a pureplay may seem to put TTD at a disadvantage with the lack of Owned & Operated (O&O) data or inventory, it compensates through best-in-class integration and adoption of the latest and emerging Programmatic technology. We will be exploring the differences between DV360 and TTD in another post, but in the meantime, let’s dig into how a campaign is set up within TTD! Read on to find out more.
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