Welcome to the programmatic revolution

Up to now brands have faced great difficulty in reaching customers across devices and mediums - but with the new range of data available, real-time bidding and a programmatic approach, 2014 might be advertising's "big bang" year.

In my last piece for the NS website, I predicted that the advertising industry was headed for a Big Bang moment. This was a comparison I drew with the financial industry, where, in 1986 almost overnight the bowler hats and handshakes for completing a deal disappeared and were replaced with electronic, screen-based trading. It revolutionised the industry and properly cemented London’s position as a financial powerhouse.

The reason I think we are heading to this point, and fast, is due to the reams of data that are being produced across the web every single second. Thanks to the proliferation of smartphones, tablets and personal computers, coupled with the emergence of social networks, sharing platforms and the resilience of email, people are sharing their likes, preferences and opinions more than ever before. The web has always been social. And by this I mean the way in which content is produced, consumed and distributed across the digital world. In granular form this can mean shortened links, using widgets on pages to share information, even sending a good old fashioned email with a link in it. The human behaviour of communications is very much alive and well in the digital age.

This has created an unprecedented opportunity for marketers, who are now able to take advantage of the amount of data out there to help target consumers and find new customers in a precise and relevant way, at scale. Simply put, there are billions of sharing data points in all forms happening across all digital touchpoints.

We are however at a stage now where processing this information has to be automated. And this is why we are fast approaching a “programmatic” revolution. Technology, through sophisticated algorithms, is increasingly able to find valuable characteristics, gauge consumer behaviour and target messages with laser focus to the right audiences. It brings a previously unavailable automated intelligence to help brands target quickly enough to hit potential audiences with relevant content in a timely fashion.

Some may say “isn’t this just real-time bidding?” It’s not. The concept of “real-time bidding” has been in existence for a few years and is simply the methodology behind buying and selling advertising impressions in an open marketplace, much like an auction model. This is where brands are (allegedly) able to buy and sell online display advertising in real-time, one ad at a time and serve them to the public. However, as with most software, your desired outcome is wholly reliant on the information you put in and the way in which you use the data you have. How often have you been served an ad for a train or plane after you have made the journey? Real-time bidding is an important trading component of the marketplace but it is the marketplace as a whole that is becoming programmatic. This enables brands to aggregate, book, analyse and optimise all forms of digital content and media so they can serve targeted offers, messages, and ads across all channels. The ultimate benefit here is that marketers can identify customers in real-time, in the right place, and on the right device, to help retain or win new business.

It basically means that they are able to connect the dots between their content, their audience and their media buying; to ensure they are genuinely reaching their target audience based on their likes, preferences and behaviours right here, right now. This is a hugely powerful asset for brands.

Another reason this is going to start to address the challenges we all face is the mobile channel. Mobile advertising has struggled on two levels. Firstly, it has struggled as web advertising did in the early stages and has sadly had to adopt a clusterbomb approach with clients being measured by the number of app downloads that they are able to achieve (akin to how many likes or followers you can get - numbers with no real meaning). It’s expensive and sees little return on investment. Secondly, even though the mobile or smartphone is becoming the prime means through which people communicate today, marketers have struggled to connect with them as they move between smartphone, desktop and tablet. The programmatic marketplace will address both as it brings data and a cross platform approach, thereby enabling brands to target and connect with their next customers using tailored marketing messages. A big drive for this new paradigm will be the ability to combine the analytics of each consumer action and deliver a personalised experience to users, with intelligent software and an increasing use of cookieless targeting technology. It’s the shot in the arm that will ensure mobile continues its aggressive growth.

Brands are already turning to a programmatic approach and seeing significant returns. However, thanks to the amount of data out there and the need to integrate with mobile, 2014 promises to be the year which all channels reach a “Big Bang” moment - and you don’t want to be the brand that is left behind.

Rupert Staines is European Managing Director at RadiumOne

Communications are thriving in the digital age. Photograph: Getty Images.

Rupert Staines is European Managing Director at RadiumOne

Getty Images.
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Theresa May raises UK terrorist threat level to "critical"

A further attack may be "imminent" and armed soldiers will be deployed on the streets. 

After last night's horrific attack in Manchester, Theresa May has announced that the terrorist threat level has been increased from "severe" to "critical" - meaning a further attack may be imminent. The Prime Minister, following the advice of the independent Joint Terrorism Analysis Centre, said in a statement from No.10 Downing Street: "The work undertaken throughout the day has revealed that it is a possibility we cannot ignore that there is a wider group of individuals linked to this attack."

The new threat level, the highest available and last imposed in 2007, means that up to 5,000 soldiers will be deployed on the streets to replace armed police, guarding sensitive points such as parliament and railway stations. The intelligence services are likely to have been troubled by the relative sophistication of the Manchester Arens attack, a nail bomb, which murdered 22 people and injured 59 others.

May added: "This morning I said that the Joint Terrorism Analysis Centre, the independent organisation responsible for setting the threat level on the basis of the intelligence available, was keeping the threat level under constant review. It has now concluded, on the basis of today’s investigations, that the threat level should be increased for the time being from severe to critical. This means that their assessment is not only that an attack remains highly likely, but that a further attack may be imminent.”

Operation Temperer - allowing military personnel to take to the streets - had been enforced, May announced. “This means that armed police officers responsible for duties such as guarding key sites will be replaced by members of the armed forces, which will allow the police to significantly increase the number of armed officers on patrol in key locations. You might also see military personnel deployed at certain events such as concerts and sports matches, helping the police to keep the public safe.” 

The terrorist threat level was last raised to "critical" in June 2007 following the attempted bombing of a Tiger Tiger night club in London and the Glasgow airport attack. It was also increased after the failed 2006 Heathrow bomb plot. On both occasions, the "critical" status remained in place for less than a week. 

May will chair another meeting of the government's emergency Cobra committee at 9:30am tomorrow. The Conservatives and Labour have suspended all national and local election campaigning until further notice.

In her concluding remarks, the Prime Minister emphasised: "I do not want the public to feel unduly alarmed." She continued: "We have faced a serious terror threat in our country for many years and the operational response I have just outlined is a proportionate and sensible response to the threat that our security experts judge we face. I ask everybody to be vigilant and to co-operate with and support the police as they go about their important work.

"I want to end by repeating the important message I gave in my statement earlier today. We will take every measure available to us and provide every additional resource we can to the police and the security services as they work to protect the public.

"And while we mourn the victims of last night’s appalling attack, we stand defiant. The spirit of Manchester and the spirit of Britain is far mightier than the sick plots of depraved terrorists, that is why the terrorists will never win and we will prevail." 

George Eaton is political editor of the New Statesman.

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