PANDA

PROGRAMMATIC AUDIENCE & DATA ATTRIBUTION

The Digital Advertising category is forecast to grow 50 per cent by 2017.

‘Programmatic’ media buying and selling – currently a US$12 billion global market – coupled with rapidly developing mobile technology, has had a dramatic and profound impact on consumer behaviour.

The rapid penetration of smartphones...

most countries will see smartphone penetration exceed 50 per cent within five years – and more generally the proliferation of mobile devices, has brought with it a new set of challenges for advertisers looking to tell sequential brand stories.

PANDA (Programmatic Audience aNd Data Attribution) is a device co-op created by the founders of REAL Programmatic, a specialist programmatic consultancy that works with large advertisers and publishers.

PANDA has been developed to provide advertisers with the ability to accurately identify and target unique users across multiple devices and Data Management Platforms (DMPs). PANDA’s ‘complex back-end decision engine’ will use deterministic data (user/device IDs) created and aggregated via data partnerships with DMPs and other data partners. We use specific Artificial Intelligence and Machine Learning techniques to give greater accuracy levels than those currently delivered. This will give advertisers and publishers the confidence they need to accurately identify and target unique users across multiple devices, taking into consideration their actions and patterns of use across their other linked devices.

The two biggest issues currently facing the digital advertising industry and their clients are:

  1. Cross-device attribution – With users interacting with brands across multiple devices, just what contribution to a customer’s final purchase decision can be attributed to each specific channel? In short, greater attribution intelligence will enable greater advertising creativity and effectiveness by giving advertisers the potential to dynamically create device specific contextualised content for each user; and
  2. Fraud – The ‘elephant in the room’ that no one wants to talk about. Recent studies have identified that more than 54% of all digital ad inventory could be fraudulent. That’s approximately US$78 Billion out of a US$144 Billion global industry.
 

WHITE PAPER

“The biggest challenges facing the media industry as it transitions to buying and selling more advertising programmatically remain clear: fraud, a dearth of talent and a need to educate those less versed on the subject.” Digiday

We believe that ultimately the responsibility rests with advertisers to start asking the hard questions of their agencies and acting on the answers. It is the only way we can see action being taken. The unpalatable fact is that there is no incentive for vendors to solve these problems without significant pressure from you, the buyer. The key aim of this document is to highlight the need for an industry-wide change in the way in which programmatic media is understood and used by marketers.
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Real Fry-up July 2017

Is “Fake News” really the problem? Two years ago the definition of ‘fake news’ was perhaps best illustrated by articles contained in The Onion (www.theonion.com) . With headlines such as ‘U.S. Flag Recalled After Causing 143 Million Deaths’ and ‘Nation’s Dogs Vow To...

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