Zane Furtado

Zane works as a programmatic buyer at Acquire Online. He has previously worked with multiple ad exchanges, ad networks, DSP’s, DMP’s and SSP’s as a digital marketer. Zane brings his overseas experience in media planning and traffic management as well as a strong understanding of social media strategies to the Acquire Online team.
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Recent Posts

The Pros and Cons of Programmatic Audio for Marketers

Posted by Zane Furtado on Jul 31, 2017 10:55:19 AM


In today’s world, programmatic display has increasingly been proving its worth as marketers take advantage of the efficiency and in-depth targeting it can provide. But another advertising channel is now fighting hard to make itself heard. This is programmatic audio.

Spotify is perhaps the most well-known player in this channel, becoming the first digital audio company to offer its audio inventory to programmatic purchase in July 2016. Partnering with three of the most established platforms in the programmatic industry (AppNexus, Rubicon Project and The Trade Desk), this move allows advertisers to bid on and purchase Spotify audio ad inventory in real time. In other words, with 70 million active users paying nothing to use its service, these audio ads allow Spotify to monetise its service.

Spotify isn’t the first to approach programmatic audio, and it isn’t restricted only to music streaming. Back in 2014, broadcaster Global launched its Digital Audio Exchange (DAX) to enable programmatic buying across a variety of streaming and podcast platforms. And a year before this, Triton Digital launched a2x, describing it as “the industry’s first audience-based programmatic buying solution for online and mobile streaming audio ads".

With these developments in mind, here's a look at the strengths of programmatic audio to see whether B2B marketers will embrace it, or if it will fade into the noisy advertising background.

The strengths

  • Obligatory listeners. One of the greatest benefits of audio ads is the guaranteed exposure. If a user is on Spotify for example, and an audio ad comes on, they are unable to skip it and so must listen to it for the 15 to 30 seconds it runs. The same goes for radio and podcasts. As a result, advertisers can be confident that every ad is gaining optimal exposure. And if you are concerned that this format will frustrate the listener and throw positive engagement to the wind, according to Spotify: “75% of digital audio listeners say commercials are a fair price to pay for audio content."

  • Wide reach. One of the greatest challenges for any B2B marketer is finding and reaching their target audience, envious of the channels and opportunities available to their B2C counterparts. But programmatic can provide B2B marketers with exactly this. There are a reported 94 million consumers listening to digital audio every week in the US alone. And what’s more, they reflect a huge range of demographics, allowing advertisers to target almost any particular audience with great specificity.

  • Personality. For any B2B business, expressing a brand image is crucial, and personality is central to this. If a business can create a strong personality, it provides its target audience with something they can engage and form a closer bond with. This is where audio ads can be so effective; by verbally speaking to the audience, audio ads can express this personality often more easily than through written word. As a result, ads can leave a more lasting and memorable impression – something no B2B marketer would ever turn down.

  • In-depth targeting. Imagine a user puts on Spotify most evenings at 6pm. They select ‘Ultimate Kids' Party Playlist’ on occasions. And on Saturday at 8pm, they put on a ‘Pre-going Out’ playlist. Analysing this music selection, an advertiser could infer many characteristics of the listener – they cook most nights at six, they have children who they need to entertain and they like to hit the town at the weekend. From this, Spotify can gain an extremely detailed picture of each individual listener, understanding their interests and background and use this information to deliver targeted audio ads that are more likely to be of interest.

The weaknesses

There are issues with programmatic audio that don’t exist for other advertising solutions. Take attribution for example. In its current state, it’s very difficult to attribute direct sales to audio ads because the in-app inventory is ‘cookie-less’ – the technology that makes it possible to attribute display ads, for example. Another weakness of audio ads involves traffic. Though they can be highly effective in boosting brand awareness, they are unlikely to greatly increase direct web traffic. This is because even if the listener is interested in the ad, visiting the site would require disrupting and leaving their audio experience.

Digital Audio grows year-on-year

With more and more people plugging into digital audio year-on-year, marketers will continue to add digital audio to their campaigns. Ads will become more targeted and tailored, with personalisation becoming the norm. Digital audio will become more integrated in the marketing mix, playing a crucial role alongside digital, search, and out of home.

And then there’s the growth of voice-activated technology. Researchers have predicted that, by 2020, 30% of web browsing will be done without a screen. The increasing popularity of artificial intelligence, the internet of things, and in-home devices, such as Google Home, Amazon Echo, and Apple’s soon-to-be launched rival, are now going to open a new wave of opportunities for marketers, with more and more ads being served aurally. How brands sound will become increasingly important; and in the quest to get noticed, they will need to place more emphasis on defining their personality and values through audio.

The time has come to include audio in your programmatic campaign. It’s no longer a question of whether to do so – it’s an imperative. You’ll reach your audience with relevant, contextual ads that keep listeners engaged, while increasing loyalty to your brand.


Source: B2B Marketing

Topics: programmatic

What’s a UTM and why you should use them when distributing your content online?

Posted by Zane Furtado on Jun 21, 2017 10:51:46 AM

UTMS lets you see precisely which campaigns are getting the results you want!

UTM is short for 'Urchin Tracking Module', a simple text string that you can attach to a URL to track the source, medium, campaign name, term and content.

Utilising Google Analytics, you can use UTMs to track the effectiveness of online marketing campaigns across traffic sources and publishing media.

So why aren’t all Marketers using them?

Some marketers are not aware of the benefits and value that UTM’s can add to their online media buys.

Google analytics has created a free UTM builder tool where you can just add in your information and it automatically generate a url. For those marketers that run multiple activities, this spread sheet UTM generator helps you create multiple urls. To discover more about to how to set-up the various components of UTM codes and their benefits read Effin Amazing blog.

Topics: Jargons, UTM

Top 10 Takeaways from our 'Flying High with Programmatic' Techweek'17 event

Posted by Zane Furtado on May 18, 2017 1:09:57 PM

1. Programmatic is experiencing rapid campaign investment growth due to automation of the buying process and the ability to identify and target the right audience at the right place and at the right time.

2. KPEX is able to reach 81% of the NZ online population every day though 9M unique device, 11M targetable demographic, 6.1M geo locations and 6.5M interest data points.

3. KPEX is launching native ad units on their platform.

4. Brand safety, ad fraud and transparency are currently hot topics. Questions to ask your vendors?

a.  How do you interpret transparency?
b.  What brand safety measure/tools do you use?
c.  How do you optimise my campaigns?
d.  What percentage of my spend is on actual media?

5. KPEX are now offering transparent url packages, so programmatic technology can read content on the page and ensure confidence in the environment.

6. Acquire Online have put a number of measures in place to ensure their ad buys are safe and transparent including regularly updating blacklists, utilising multiple brand safety vendors, constantly investing in new technology and introducing new metrics to measure campaign success.

7. Programmatic advertising is constantly evolving and requires investment in new technology, and upskilling as there is no one size fits all.

8. The future of programmatic buying in NZ will include outdoor billboards, TV, radio, influencer marketing, augmented reality and artificial intelligence in the near future.

9. Publishers, advertisers, ad-tech vendors and creative agencies need to work together to make sure we trade in a transparent and brand safe environment keeping the consumer experiences at the forefront.

10. CPC and CPM are metrics of the past. Focus on goals that better reflect your objectives such as; viewability, time-on-site, bounce rates and the conversions that really matter. Most importantly speak the language of your brands. e.g. if you’re marketing a fridge, report on online & offline fridge sales and not the CPC/CPM.


If you missed the event you can view Zane Furtado, Acquire Online Programmatic Director’s full presentation and highlights videos here.

Topics: Techweek

France just passed a new advertising transparency law the entire global ad industry should pay attention to

Posted by Zane Furtado on Mar 6, 2017 10:45:35 AM


As the discussions around transparency heat up worldwide. France passed a new law which comes into force January 2018. Agencies can no longer continue to buy and resell digital media to their clients and media owners will be required to send invoices and detailed information about the services they performed directly to the advertiser.

Zane Furtado believes that having a transparent model is great but disagrees that the publisher should report back to an advertiser especially in an RTB environment. Media agencies are likely to space farm Tier-1 inventory only during peak seasons so that they can cater to their advertisers' demand during that time. How they re-sell or utilise that inventory is based purely on ethics.

If advertisers are made aware of exactly how much of their investment is actually spent on media and how the rest is spread across data cost, ad-serving, brand safety, viewability, dashboards, post-analysis and client serving, we wouldn’t be having this type of conversation.

To read the full article, click here.

Topics: News

Are you running your programmatic campaigns like The Boss?

Posted by Zane Furtado on Mar 1, 2017 2:29:10 PM


Topics: programmatic

Digital Hopscotch - Are you skipping your way to a conversion?

Posted by Zane Furtado on Feb 24, 2017 9:24:06 AM


Topics: programmatic

How are you stacking up against the laws of #programmatic?

Posted by Zane Furtado on Feb 17, 2017 1:45:59 PM


Topics: programmatic

Are you playing the Programmatic game right?

Posted by Zane Furtado on Feb 1, 2017 10:54:10 AM

Topics: programmatic, News

Acquire Online is More than Programmatic

Posted by Zane Furtado on Nov 23, 2016 4:21:11 PM


We have appointed our own in-house search specialist - Victoria Gershkovich, who has extensive local and overseas search experience. We now have 8 people accredited in Google display, search and video.

Direct Buys - Automated Guarantees

Acquire Online now has deals with most of the top publishers in NZ to facilitate your direct buys


We are a now working with some of our clients to add customised dashboards to track their campaigns in real time. We can integrate any platform and it gives them complete transparency on how their campaign is progressing.

Call us to discuss how we can help you optimise your next digital campaign.

Chris Schultz
+64 9 360 5816
021 994 335

Performance Matters to Acquire Online

Posted by Zane Furtado on Nov 23, 2016 3:07:41 PM

Acquire Online recently conducted a customer satisfaction survey. We spoke to our clients to establish how we are performing on various criteria.

The survey showed high performance in six critical areas including:

1. Audience Targeting
2. Campaign Optimisation
3. Reporting and Analytics
4. New Technology and Innovations
5. Accessability
6. Understanding Media Industry Issues
7. NZ based

As New Zealand’s largest Programmatic Trading desk we are constantly looking for new ways to improve our service offerings for our clients.

1. Timely and Accurate Reporting

Acquire Online was first in the market to use Moat Analytics which offers our clients real-time attention analytics through a customised dashboard, which tracks every single impression observed on which browser and device.

2. Ad Serving

Our platform has access to 21 billion Display, Video, Facebook and Mobile ad inventory every month which reach New Zealanders online across 45,000 local and international websites, including access to New Zealand's premier sites.

3. Data Targeting

Acquire online offer a range of targeting options tailored to suit their client’s campaign including contextual, behavioural, keywords, demographic, retargeting, day-part and geo-targeting across multiple devices and platforms.

4. Viewability & Ad Fraud

Acquire Online works with pre-bid as well as post-bid partners to make sure that the inventory purchased is transparent, bot-free and performing. Post Bid, Acquire Online is the first trading desk in New Zealand to adopt MOAT (an industry leading Attention Analysis for viewability) on all campaigns.

5. Accessibility

We are New Zealand’s largest independent full-service programmatic agency trading desk. Our staff are based in NZ and offer a wealth of knowledge in the programmatic industry and a very hands-on approach to working with our clients to refine and optimise their campaigns. We are consistently first to market with new technology and innovations.

Call us to discuss how we can help you optimise your next digital campaign.

Chris Schultz
+64 9 360 5816
021 994 335