Top Highlights

• Click-through rate (CTR) is still widely used as an efficiency metric, but mostly due to the convenience and a lack of understanding. Performance advertisers are increasingly moving towards real (and hard to manipulate) metrics such as conversions and return on investment (ROI). For brand advertisers though, metrics such as reach, frequency, or awa...
• With new technologies such as header bidding, publishers can dynamically allocate inventory between direct and programmatic campaigns, increasing effective scale and attractiveness of biddable premium inventory.
• Today, more than ten publisher co-ops exist, in countries as diverse as the UK (AOP and Pangaea), Canada (CPAX), Israel (ILX), Hungary (HOPPex), Greece and Romania (Project Agora), South Africa (SouthernX), Australia (Apex) or New Zealand (KPEX).
• Audience segments can be created either manually, or automatically. Manual segmentation involves an analyst selecting the relevant data and creating a segment definition.
• Data is the lifeblood of programmatic advertising. While automation makes ad buying more efficient, it is data that elevates programmatic to its game-changer status.