{"id":17619,"date":"2015-06-12T12:30:00","date_gmt":"2015-06-12T12:30:00","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/personalized-video-and-transparency-in-a-programmatic-market\/"},"modified":"2025-02-18T17:44:08","modified_gmt":"2025-02-18T17:44:08","slug":"personalized-video-and-transparency-in-a-programmatic-market","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/personalized-video-and-transparency-in-a-programmatic-market\/","title":{"rendered":"Personalized Video and Transparency in a Programmatic Market"},"content":{"rendered":"

Programmatic advertising is growing rapidly around the world, and particularly in the UK. A forecast from Socintel360<\/a> indicates the UK programmatic ad market will be the third largest in the world based on the countries it tracked. When it comes to programmatic video, the IAB Europe<\/a> predicts growth at an 82 percent compound annual growth rate (CAGR) across Europe from 2012 to 2018.<\/p>\n

The quick growth can be attributed to the many benefits programmatic buying<\/a> brings to advertisers, from better targeting to real-time adjustments. As more marketers look to deliver relevant, personalized ads, programmatic offers the only way to identify a target viewer and serve an ad personalized according to that viewer\u2019s attributes, all in real time.<\/p>\n

In order to fully reap the benefits of data-driven programmatic targeting, we must first overcome several key challenges, one of which is transparency. A study by AppNexus, IAB Europe and WARC<\/a> found that nearly 92 percent of professionals across Europe feel that the relationship between buyers and sellers of digital inventory is not completely transparent. As automation transformed the ad buying process, advertisers were presented with more unknowns and new complexities, sparking questions about true costs of media buys and where ads are running.<\/p>\n

Transparency stems from the quality of partners \u2013 from agencies to tech vendors and so on \u2013 you choose to do business with. In today\u2019s digital advertising world, there cannot be just one source for media buying. If you are focused on building comprehensive engagement with your customers, you will need multiple buying sources, in and out of the programmatic world. It\u2019s up to you to choose partners that help you build value based on your definition of it while providing the level of transparency you need.<\/p>\n

At SundaySky, we\u2019re able to deliver the value and strong results we do because our SmartVideo technology<\/a> couples the creative execution and media buy together to deliver real-time, personalized video ads:<\/p>\n

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  1. SmartVideo technology decides which user to target and when is the ideal time to target, then bids on inventory.<\/li>\n
  2. Once the bid is won, SmartVideo technology then determines which creative assets and scenes to include in the ad, and delivers a personalized ad relevant to the viewer at that instant.<\/li>\n<\/ol>\n

    Decoupling the media buy and creative functions would lead to a steep decrease in performance. With this full-stack approach, we\u2019re able to track, measure and optimize against many parameters that influence the media buying decisions, ad selection and ad content decisions. We can implement a 1×1 pixel to send user data variables back to our master data repository in real time to optimize not just when to buy and how much to bid, but also what to show and how to best present it to each individual viewer. For instance, these variables include:<\/p>\n