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 playing the Programmatic game right?

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

Topics: programmatic, News

Facebook Apologises for Overstating Video Metrics

Posted by Zane Furtado on Oct 17, 2016 9:38:22 AM


Facebook apologized on Friday for an error in the way it measured video viewership, a miscalculation that greatly overstated how much time, on average, its users were spending watching videos.

The incorrect numbers were displayed to partners, including advertisers and publishers, for more than two years, as Facebook aggressively challenged YouTube for online video dominance and urged partners to embrace video publishing and advertising on the platform.

While Facebook called the problem a “discrepancy,’’ it is a troublesome admission for major advertising agencies and publishers that rely on Facebook’s metrics to assess their investments on the platform — whether a 15-second ad or a lengthy video production.

It is also likely to add to advertisers’ long-held frustrations with Facebook and other internet platforms over how closely they guard valuable audience data, and the limits the tech companies place on outside measurement companies.

“About a month ago, we found an error in the way we calculate one of the video metrics on our dashboard — average duration of video viewed,” wrote David Fischer, a vice president of video and marketing partnerships for Facebook, in a post on Friday. “While this is only one of the many metrics marketers look at, we take any mistake seriously,” he wrote. “Our clients’ trust and belief in our metrics is essential to us, and we have to earn that trust.”

Facebook acknowledged in an update to its advertiser support page last month that it had been excluding videos watched for fewer than three seconds from the average viewing times. That greatly inflated the figures presented to partners. (Facebook publicly counts video views after three seconds. By comparison, YouTube counts a view after 30 seconds; Vine, where videos are limited to six seconds, counts after a full video loop.)

Advertisers, however, buy Facebook video according to different metrics: either by “impressions,” which are measured as soon as a user sees a video in the news feed, or in 10-second views.

“Average duration of video viewed” is neither a public metric nor does it determine how much advertisers pay for video placement. But the figure is displayed prominently in partners’ dashboards, and it has helped assuage discomfort about the platform’s generous view-counting methods.

While Facebook’s update last month largely passed under the radar, Mr. Fischer’s post on Friday was prominent and contrite. “We sincerely apologize for the issues this has created for our clients,” he wrote.

Facebook has made a number of stumbles lately that it has had to scramble to fix. In May, it grappled with reports that editors of its Trending Topics — which displays some of the most talked-about stories on the social network — were suppressing conservative content. The company later laid off the Trending Topics team.

Read the full article here

Topics: News

Surge in Inventory and Increased Demand

Posted by Zane Furtado on Oct 17, 2016 9:29:57 AM

KPEX is moving towards the 300 x 600 ad unit. This is one of the fastest growing ad sizes by impression. 832,957 potential impressions in the last 30 days. Sometimes referred to as a half page, this ad unit gives advertisers a greater space to get their message across in a highly effective non-disruptive manner. Pair this with higher click through rates and it’s a winner.

Video advertising is rapidly growing in NZ to $29 million*, and 6,023,202,304 potential impressions for the 300 x 250 ad unit in the last 30 days.

Native advertising has also made a big splash in the digital world and is growing rapidly. Over 2016 we’ve observed an increased commitment in New Zealand from brands investing in branded content and native advertising.

As demand is rising we have seen an increase in bids for quality inventory. You need to plan ahead and contact us to get greater control over your campaigns targeting and secure high-performing, viewable impressions.

Topics: News

Have you secured your space for Christmas?

Posted by Zane Furtado on Oct 17, 2016 9:27:38 AM

As one of the busiest periods of the year fast approaches, have you planned for your online spend?

Online inventory in NZ has seen a real surge with online display impressions increasing from 14 billion in April 2016 to 22 billion in September 2016.

To further ensure your success this holiday season, Acquire Online has secured Premium Marketplace (PMP) inventory on the BBC, KPEX, TVNZ, Spotify, Real estate, Vivo, WebMD, Bookabach, Reuters. Our PMP deals offer clients programmatic access to quality inventory at secured rates with engaging and highly relevant audiences.

Premium slots are limited and you need to contact us pronto to securing your advertising space on premium sites.

Topics: News

Study: Video Reaches Tipping Point, 51% Of Views Now On Mobile

Posted by Zane Furtado on Sep 27, 2016 9:46:40 AM

by Philip Rosenstein, September 21, 2016

According to a new Ooyala study on second-quarter video usage released Wednesday, mobile devices now account for 51% of all online video views -- up 15% from 2015, with a strong 203% increase from 2014.

Ooyala’s study analyzed 3.5 billion daily video events from more than 220 million global viewers.

The report found strong growth in programmatic video on a global scale, attributing the increase to more quality content being available through real-time bidding markets.

Ooyala noted a 50% increase in real-time bidding transactions in the second quarter. Long-tail inventory CPMs were around $9.5, with CPMs for fixed price deals averaging between $15 and $17. Significantly, average video CPMs in second price auctions grew to between $19-$21.

In the second quarter, the highest percentage of pre-roll impressions for publishers occurred on computers -- at 50.4% -- with 31.8% of impressions on mobile phones and 17.7% on tablets.

Click here to continue reading

Topics: News

Spotify Launches Programmatic Audio Globally

Posted by Zane Furtado on Aug 29, 2016 4:03:14 PM


Spotify writes:

Today we have officially enabled programmatic buying across our audio ads globally. We’re partnering with three of the largest and most established platforms in the programmatic space – AppNexus, Rubicon Project and The Trade Desk – to give buyers access to over 70 million music fans on Spotify Free.

Here’s the deal: we’ve launched Private Marketplaces for our best in-class audio advertising platform on mobile, allowing access for :15 and :30 second audio spots. This makes Spotify the first publisher to enable Deal ID/PMP access across audio inventory in a true, real-time bidding environment. Buyers will also have the opportunity to access Spotify’s authenticated first party demographic data and unique playlist data.

This is available globally across Spotify’s 59 markets. Buyers can target audiences by age, gender, genres and playlists – all in real time.

Please click here to read the full article

Topics: News

Native Advertising

Posted by Zane Furtado on Aug 29, 2016 3:55:09 PM


Acquire online runs native ads across 5 self-services native and content discovery platforms. Each platform has their set of publishers partners and ad units.

By running across multiple platforms, we get a feel for the traffic and can cut out under performers if any. The platforms that don’t have a self serviced offering we buy direct. Example: Trade Me, Real Estate etc


Topics: News

2016 Native Advertising Trends For Publishers

Posted by Zane Furtado on Aug 29, 2016 3:49:33 PM

According to a study released late last year by Adyoulike, worldwide spending on native advertising will soar to over $59 billion in 2018. Cisco’s The Zettabyte Era - Trends and Analysis found that global IP traffic will increase nearly threefold over the next five years. This means more eyeballs and more demand for content.

Some point to the Internet of Things as being the culprit of all this internet traffic, but actually, in that same study, Cisco estimates that content delivery networks will carry 64% of all internet traffic by 2020, up from 45% in 2015.

For publishers that have embraced native advertising, these numbers look quite promising. On the surface it looks like a pretty large opportunity.

The Native Advertising Institute, in cooperation with FIPP - the network for global media, recently surveyed 140 publishing executives from 39 countries around the world and asked them to share their insights into native advertising, how it’s impacted their business, and how they think it will impact it in the future. The full survey results can be viewed here.

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Topics: News

PMP - The Rise of Programmatic Direct

Posted by Zane Furtado on Aug 29, 2016 3:41:41 PM

Programmatic Direct: A new era in advertising

Programmatic Direct bridges the world of traditional media reservations with the power of real-time bidding. Deals that were reserved and transacted directly are now being executed programmatically, allowing advertisers to use real-time data to reach the right people in the right moments in brand-safe publisher environments.

Different deals for different needs

Programmatic Direct comes in different flavors to meet the needs of advertisers and publishers. But the components of what make a deal “Programmatic Direct” stay the same: early access to premium inventory, real-time data-driven targeting, a direct relationship between the advertiser and publisher, and automated workflows. The flexibility across these components is why Programmatic Direct has grown. On DoubleClick Ad Exchange, the number of Programmatic Direct deals tripled in 2015 alone.

The real numbers behind Programmatic Direct

With premium inventory no longer restricted to traditional ad buys, advertisers and publishers alike are finding real value in transacting their direct deals programmatically. Top brands are implementing robust Programmatic Direct strategies to find and buy more premium inventory. Whether it’s the brand behind the car you drive, the soda you drink or shampoo you use, odds are they’re using some form of Programmatic Direct to reach their audience.

Leading publishers have organized their sales strategy to meet this strong demand. ComScore releases a monthly ranking of the top 50 digital media properties based on U.S. activity, and the rankings have quite a few names that would make a global top 50 list as well. In 2015, over half of these publishers, who represent the biggest names in the business, used Programmatic Direct[2].

With more advertisers and publishers on board, Programmatic Direct deals are making their mark in the industry. Over the last year alone, the total number of deals transacted on Ad Exchange tripled.[3]

Built for a mobile world

People are consuming more content in more places today. Mobile has fragmented the user journey, and the most successful brands in this environment are the ones using real-time data to reach users in the moments they’re most likely to respond.

While Programmatic Direct is growing across all devices and environments, the rate of growth on mobile is far outpacing desktop. Impressions served on mobile and tablet together grew 4x faster than desktop.

Interact with the chart below to see how different Programmatic Direct impressions are growing across screens.

Please click here to read the full article

[1] DoubleClick Ad Exchange data, Oct 2014-Dec 2015. Minimum $1K spend.
[2] DoubleClick Ad Exchange data, Oct 2014-Dec 2015. Cross-referenced with comScore 50 US list, December 2015.
[3] DoubleClick Ad Exchange data, year end 2014 to year end 2015.

Topics: News