![\"\"](\"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2024\/04\/Opciones-de-Banners-Blog-Post_-E-Planning-9-1024x576.png\")
<\/figure>\n\n\n\nThis upgrade signifies a substantial improvement in service quality and reinforces a partnership with Pixalate that has been evolving since 2021. Since the partnership\u2019s inception in 2021, E-Planning has utilized Pixalate to enhance programmatic buying services. The partnership began with introducing Pixalate\u2019s blocklist feature, which enabled fine-tuning of site, mobile app, or CTV app targeting. <\/p>\n\n\n\n
In 2022, additional Pixalate services like Pre-bid and PostBid were introduced. Pixalate’s suite of tools and services gives E-Planning the confidence to offer its clients risk reduction in their investments, enhanced brand safety, and assurance of traffic quality. Pixalate is recognized as a leading solution in preventing invalid traffic (IVT) across CT, mobile apps, and websites, with data on over 10 million apps, 80 million domains, and over 300 million OTT devices. Pixalate holds Media Rating Council (MRC) accreditation for the detection and filtration of IVT across CTV, mobile app, mobile web, and desktop. <\/p>\n\n\n\n
\u201cE-Planning\u2019s concerted effort toward ad transparency is a testament to their commitment to quality,\u201d said Christine Rex, Director of Public Affairs at Pixalate. \u201cWe\u2019re encouraged in our partnerships\u2019 ability to improve efficiency and trust in the ecosystem.\u201d By fostering such partnerships, E-Planning can concentrate on expanding its service offerings, thereby reinforcing its extensive 20-year tenure in the programmatic advertising market. In 2024, E-Planning is poised to capitalize on burgeoning sectors such as CTV while integrating artificial intelligence to bolster its dedication to technological innovation in programmatic purchasing. <\/strong><\/p>\n\n\n\n Both companies are committed to certifying and continually improving their practices to provide a safer and more reliable advertising environment. About Pixalate Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. <\/p>\n\n\n\n Founded in 2012, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT). pixalate.com<\/a><\/p>\n","date":"2024-04-02T15:49:19","link":"https:\/\/blog.e-planning.net\/e-planning-takes-steps-to-ensure-transparency-in-programmatic-advertising-with-integration-of-pixalates-mrt\/","shortContent":"April 1, 2024 E-Planning, a leader in the field of programmatic advertising solutions, is pleased to announce a significant enhancement of its services through an expanded partnership with Pixalate. Focused on advancing Connected TV (CTV) in programmatic advertising, the introduction of Pixalate\u2019s Media Ratings Terminal (MRT) service in late 2023 represents a breakthrough in risk [...]","rawDate":1712072959,"img":"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2024\/04\/Opciones-de-Banners-Blog-Post_-E-Planning-11-768x432.png","lang":"en"},{"title":"Transforming the Known: A Journey Back to the Essence of Contextual Advertising","content":"\n Amidst the current buzz about the departure of cookies from the programmatic advertising landscape and the strategies being devised to adapt to this change, the spotlight is turning back to the concept of Contextual Advertising. As the foundation of traditional advertising, Contextual Advertising had faded into the background with the rise of behavior-based advertising. However, it is now regaining momentum.<\/p>\n\n\n\n The gradual elimination of third-party cookies presents a significant challenge in tracking user data. Without a unique identifier, the task of cross-website user tracking becomes more complex. Advertisers find themselves at a crucial juncture, actively seeking a solution that not only addresses the challenges of programmatic advertising but also upholds user privacy. Contextual Advertising has emerged as a solution gaining recognition and endorsement from industry experts.<\/p>\n\n\n\n The most talked-about solution by experts: Contextual Advertising.<\/strong><\/p>\n\n\n\n In the advertising industry, several strategic waves have countered adversities and aimed to achieve advertisers’ goals. Contextual advertising is not a novelty. This methodology, aligning ads with surrounding content, lost prominence when advertisers shifted strategies towards behavior targeting, a strategy yielding superior results by delivering personalized ads.<\/p>\n\n\n\n However, the excess of this personalization saturated the industry, raising concerns about data misuse and digital privacy.<\/p>\n\n\n\n With all these changes, it has been necessary to rethink strategies for placing ads efficiently and effectively. Contextual advertising emerges as the oldest route and now the safest path to navigate this new programmatic advertising adventure.<\/p>\n\n\n\n Contextual advertising will be revisited from its essence but with a touch of AI allowing it to scan the content of web pages and apps, showing ads based on contextual information. A clear example would be content about automobiles, advertising the launch of a car brand. This ad isn’t triggered by behavior but rather by the relevance of the website’s content.<\/p>\n\n\n\n What ensures better segmentation?<\/strong><\/p>\n\n\n\n Technology advances, and this segmentation will also have its share. Recent algorithmic advances have helped advertisers achieve hyper-contextual targeting.<\/p>\n\n\n\n Natural Language Processing (NLP) is used to analyze the text content of web pages to help advertisers understand content context.<\/p>\n\n\n\n Machine learning is employed to develop algorithms predicting the likelihood of a user clicking on an ad. This can enhance Return on Investment (ROI) and ensure advertisers only pay for ads likely to be clicked.<\/p>\n\n\n\n Hyper-contextual targeting is still in its early stages but has the potential to revolutionize how advertising is targeted. As AI and ML continue to develop, hyper-contextual targeting is likely to become even more accurate and effective, leading to better results for advertisers and publishers alike.<\/p>\n\n\n\n Tools available to implement Contextual Advertising:<\/strong><\/p>\n\n\n\n AdTech organizations are capitalizing on these changes. Silverpush, a leading advertising technology organization, has introduced Mirrors, an artificial intelligence solution for programmatic contextual advertising.<\/p>\n\n\n\n This tool thoroughly scans web pages, including text, images, and videos. Using Natural Language Processing (NLP), it identifies keywords and categorizes content. Additionally, the AI-powered technology employs frame-by-frame analysis for image recognition, effectively identifying faces, logos, and various activities within images.<\/p>\n\n\n\n Furthermore, Mirrors employs semantic analysis of webpage content. This enables the extraction of significant information, including emotions and instances of sarcastic expression. This extracted information contributes to the deployment of relevant advertisements.<\/p>\n\n\n\n Conclusion:<\/strong><\/p>\n\n\n\n Contextual advertising becomes a viable option amid the challenges facing the advertising landscape. As tracking methods like cookies fade away, and brands and advertisers emphasize privacy-focused targeting approaches.<\/p>\n\n\n\n Combining contextual targeting with artificial intelligence and machine learning can provide advertisers with valuable insights for effective targeting. This approach offers a wide range of insights to help advertisers reach the right audience and fit seamlessly into an evolving landscape.<\/p>\n\n\n\n At E-Planning, we’re moving at the pace the industry demands. What are you waiting for to chat about this and other topics? Contact us.<\/p>\n","date":"2024-01-26T13:24:50","link":"https:\/\/blog.e-planning.net\/transforming-the-known-a-journey-back-to-the-essence-of-contextual-advertising\/","shortContent":"Amidst the current buzz about the departure of cookies from the programmatic advertising landscape and the strategies being devised to adapt to this change, the spotlight is turning back to the concept of Contextual Advertising. As the foundation of traditional advertising, Contextual Advertising had faded into the background with the rise of behavior-based advertising. However, [...]","rawDate":1706275490,"img":"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2024\/01\/Opciones-de-Banners-Blog-Post_-E-Planning-6-768x432.png","lang":"en"},{"title":"Steering Through the Post-Cookie Era: Google’s Introduction of Tracking Protection","content":"\n On January 4th, Google launched its new Tracking Protection feature, aimed at limiting website access to third-party cookies. Initially impacting a modest 1% of Chrome users globally, this change offers a preview of the future of online navigation without relying on third-party cookies.<\/p>\n\n\n\n After four years of adjustments and challenges, it’s official: Google is gradually phasing out third-party cookies from Chrome. This signifies not just the conclusion of an era but the commencement of a new and intricate chapter in online advertising\u2014a terrain as unpredictable as it is unexplored.<\/p>\n\n\n\n Why the Move Away from Cookies?<\/strong><\/p>\n\n\n\n The decision to phase out cookies aligns with a broader industry trend focused on enhancing user privacy and data protection. While cookies have been a cornerstone of online advertising, enabling advertisers to track user behavior across websites, concerns about user privacy prompted this significant shift.<\/p>\n\n\n\n Predicting the Deadline for Chrome’s Third-Party Cookies:<\/strong><\/p>\n\n\n\n After numerous delays reminiscent of an endurance race, the plan to eliminate Chrome’s third-party cookies has finally kicked off. Google aims to remove third-party cookies from 1% of traffic on its Chrome browser. Once this milestone is reached, the restriction will pause as regulators examine Google’s alternatives to third-party cookies. This evaluation is expected to conclude sometime in the second half of the year. Following this, the elimination of cookies will resume, to make Google’s browser completely free of them by year-end.<\/p>\n\n\n\n Could the Timeline Change?<\/strong><\/p>\n\n\n\n Certainly, there is potential for another delay. Despite Google’s assurances, regulatory hurdles, time constraints, and technological challenges could extend this timeline until 2025.<\/p>\n\n\n\n Google’s hands are tied by the UK’s Competition and Markets Authority (CMA) concerning the elimination of third-party cookies in Chrome. Everything hinges on the CMA giving the green light, a process that won’t conclude until the regulatory body scrutinizes all the details. Subsequently, there will be a “cooling-off” period lasting 60 to 120 days, during which the CMA can investigate without Google’s changes already in effect. This situation puts Google in a precarious position.<\/p>\n\n\n\n If the CMA takes the full 120 days, Google must remove cookies by late September. Any delay could clash with the holiday season’s advertising boom, an outcome Google aims to avoid at all costs. So, what’s likely to happen? Either Google races against the clock to remove third-party cookies, or it falls behind and waits until early 2025. Considering the twists in the plot so far, betting on cookie removal in early 2025 seems like a reasonably solid bet.<\/p>\n\n\n\n Implications for Publishers, Advertisers, and Ad Tech Partners:<\/strong><\/p>\n\n\n\n With the imminent 100% cookie deprecation deadline, there’s a pressing need for innovation. Stakeholders must explore and implement new technologies and strategies aligned with the evolving landscape. This period of change also presents an opportunity for the industry to redefine its practices, placing a stronger emphasis on user privacy.<\/p>\n\n\n\n The move towards cookie deprecation poses a challenge for the entire digital ecosystem. Publishers, advertisers, and their ad tech partners must now reassess their strategies and swiftly embrace alternative methods for conducting internet ad auctions.<\/p>\n\n\n\n For Instance, If Privacy Sandbox Gets Approval, Will the Advertising Industry Embrace It?<\/strong><\/p>\n\n\n\n The array of technical, strategic, and privacy-related uncertainties around Privacy Sandbox makes it one of the few things the advertising industry can agree on right now. In other words, its future is far from clear, even if the CMA gives it the green light.<\/p>\n\n\n\n Why Are AdTech Providers So Concerned About Sandbox?<\/strong><\/p>\n\n\n\n Not all AdTech providers see Privacy Sandbox as a problem. Given Google’s dominant position in the market, some may view collaboration with Privacy Sandbox as a strategic decision to stay relevant and competitive, facilitated by the trial grants Google offers.<\/p>\n\n\n\n On the other hand, some companies are not as complacent. They are reluctant to endorse Sandbox while their concerns about its potential to further consolidate Google’s dominance in advertising remain unaddressed.<\/p>\n\n\n\n Google’s initiation of cookie deprecation in Chrome marks a pivotal moment in the evolution of digital advertising. The industry is at the forefront of change, and stakeholders must proactively embrace new methods and technologies to navigate this transformative period successfully. As we bid farewell to cookies, we usher in an era that prioritizes user privacy while fostering innovation and resilience in the digital advertising landscape.<\/p>\n\n\n\n What are your bold predictions on this hot-button issue? Spill the tea with us! Let’s dive into it and hear your take.<\/p>\n","date":"2024-01-09T18:25:08","link":"https:\/\/blog.e-planning.net\/steering-through-the-post-cookie-era-googles-introduction-of-tracking-protection\/","shortContent":"On January 4th, Google launched its new Tracking Protection feature, aimed at limiting website access to third-party cookies. Initially impacting a modest 1% of Chrome users globally, this change offers a preview of the future of online navigation without relying on third-party cookies. After four years of adjustments and challenges, it’s official: Google is gradually [...]","rawDate":1704824708,"img":null,"lang":"en"},{"title":"E-Commerce Success: Unleashing the Potential of Programmatic Advertising\ufffc","content":"\n In today’s dynamic world of e-commerce, where competition is fierce and customer attention spans are fleeting, the need for effective marketing strategies is crucial. Programmatic advertising has emerged as a powerful tool for e-commerce businesses, enabling them to reach their target audience with precision, personalization, and efficiency.<\/p>\n\n\n\n Understanding the Basics of Programmatic Advertising<\/strong><\/p>\n\n\n\n If you’re venturing into the realm of programmatic advertising, it’s essential to grasp the foundational concepts that underpin this advertising category. Programmatic advertising stands as a sophisticated technological platform that acts as the conduit between publishers and advertisers. It facilitates the real-time auction of ad inventory. Through an intricate fusion of data and advanced algorithms, programmatic advertising ensures the alignment of ads with the right audience at the opportune moment. This ensures that messages resonate with individuals who are most likely to express interest in the advertised product or service.<\/p>\n\n\n\n For e-commerce platforms, it becomes an invaluable tool, enabling them to broaden the visibility of their projects among specific audiences, yielding numerous benefits, including enhanced audience targeting and improved campaign performance, as we will delve into further in this blog.<\/p>\n\n\n\n Benefits<\/strong><\/p>\n\n\n\n Targeted Audience Reach:<\/strong> E-commerce businesses to target their ads to specific demographics, interests, behaviors, and even past purchase history. This granular targeting ensures that ads are seen by the right people, maximizing the return on investment (ROI) of advertising campaigns.<\/p>\n\n\n\n Real-Time Bidding and Optimization:<\/strong> These platforms facilitate real-time bidding, enabling e-commerce businesses to bid on ad impressions in real time based on their value proposition. This dynamic bidding process ensures that ads are placed on high-quality websites and publishers, optimizing campaign performance.<\/p>\n\n\n\n Data-Driven Insights and Optimization<\/strong>: Provides valuable data insights into campaign performance, including impressions, clicks, conversions, and engagement metrics. These insights allow e-commerce businesses to continuously optimize their campaigns, refining targeting strategies and ad creatives for improved results.<\/p>\n\n\n\n Scalability and Efficiency<\/strong>: These platforms automate the ad buying and selling process, eliminating manual tasks and streamlining the workflow. This automation enables e-commerce businesses to manage large-scale campaigns efficiently, saving time and resources.<\/p>\n\n\n\n Multi-Channel Advertising: <\/strong>Programmatic advertising can be used to reach target audiences across various digital channels, including search engines, social media platforms, display networks, and mobile apps. This multi-channel approach provides e-commerce businesses with a holistic advertising strategy that maximizes reach and impact.<\/p>\n\n\n\n Unlocking E-Commerce Success with Programmatic Advertising<\/strong><\/p>\n\n\n\n To fully harness the power of programmatic advertising for e-commerce success, businesses should consider the following strategies:<\/p>\n\n\n\n Tips for E-Commerce Success with Programmatic Advertising<\/strong><\/p>\n\n\n\n Programmatic advertising offers e-commerce businesses an unparalleled tool to reach their target audience with precision, personalization, and efficiency. By leveraging data, automation, and real-time optimization, e-commerce businesses can unlock new levels of success, driving traffic, engagement, and sales. As the e-commerce landscape continues to evolve, programmatic advertising SSP will undoubtedly play an increasingly crucial role in shaping the future of online retail.<\/p>\n\n\n\n If you have an e-commerce and want to boost your business or create other opportunities, leave us an email through the contact form or comment below this post. Let’s talk!<\/p>\n","date":"2024-01-09T15:17:19","link":"https:\/\/blog.e-planning.net\/e-commerce-success-unleashing-the-potential-of-programmatic-advertising%ef%bf%bc\/","shortContent":"In today’s dynamic world of e-commerce, where competition is fierce and customer attention spans are fleeting, the need for effective marketing strategies is crucial. Programmatic advertising has emerged as a powerful tool for e-commerce businesses, enabling them to reach their target audience with precision, personalization, and efficiency. Understanding the Basics of Programmatic Advertising If you’re [...]","rawDate":1704813439,"img":"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2024\/01\/Opciones-de-Banners-Blog-Post_-E-Planning-3-768x432.png","lang":"en"},{"title":"AI Revolutionizing Programmatic Advertising: Transformative Advances in Ad Targeting and Optimization","content":"\n The integration of SSPs with retail media networks isn’t just a strategy\u2014it’s a transformative force in advertising. Join us on the journey of seamless collaboration, precision targeting, and unified engagement.<\/p>\n\n\n\n AI: Revolutionizing Programmatic Advertising Strategies<\/strong><\/p>\n\n\n\n Artificial Intelligence (AI) is playing a pivotal role in reshaping the landscape of programmatic advertising, bringing forth automation, refined targeting capabilities, and optimized ad performance. The following are key areas where AI is making a substantial impact:<\/p>\n\n\n\n Data Analysis and Insights: <\/strong>AI algorithms have the ability to dissect vast datasets, encompassing user behavior, demographics, interests, and historical purchases. By unveiling hidden patterns and trends, these insights empower publishers to craft precise audience segments, delivering highly targeted ads that resonate with specific user groups.<\/p>\n\n\n\n Real-Time Bidding and Optimization:<\/strong> AI-driven real-time bidding (RTB) systems operate with unprecedented speed, evaluating ad opportunities in milliseconds. This enables split-second decisions on which ads to display and at what price. Real-time optimization ensures that publishers extract maximum value from each ad impression.<\/p>\n\n\n\n Predictive Modeling and Forecasting:<\/strong> Leveraging historical data and current trends, AI excels in predicting future ad performance. This predictive modeling empowers publishers to anticipate demand for ad inventory, facilitating more effective allocation. The result is increased revenue and reduced wastage.<\/p>\n\n\n\n Creative Optimization and Personalization:<\/strong> AI algorithms analyze ad performance data to pinpoint the most effective ad formats, creatives, and messaging tailored to different audience segments. This data-driven approach enables publishers to personalize ad experiences, maximizing engagement and overall impact.<\/p>\n\n\n\n Fraud Detection and Prevention<\/strong>: AI acts as a vigilant guardian, capable of detecting and preventing fraudulent ad activities such as click fraud and bot traffic. This ensures publishers receive fair revenue for their ad inventory and safeguards their brand reputation.<\/p>\n\n\n\n <\/p>\n\n\n\n The Benefits of AI-Powered Programmatic Advertising<\/strong><\/p>\n\n\n\n The integration of Artificial Intelligence (AI) into programmatic advertising brings forth a myriad of advantages, providing publishers with a significant boost in capabilities and performance.<\/p>\n\n\n\n <\/p>\n\n\n\n The most used tools of AI in Programmatic Advertising for 2024<\/strong><\/p>\n\n\n\n As AI technology continues to evolve, we can expect to see even more innovative applications that transform programmatic advertising. Here are some of the potential trends:<\/p>\n\n\n\n <\/p>\n\n\n\n![\"\"](\"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2024\/01\/Opciones-de-Banners-Blog-Post_-E-Planning-6-1024x576.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2024\/01\/Opciones-de-Banners-Blog-Post_-E-Planning-4.png\")
<\/figure>\n<\/figure>\n\n\n\n![\"\"](\"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2024\/01\/Opciones-de-Banners-Blog-Post_-E-Planning-3-1024x576.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2023\/12\/10-1024x576.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2023\/12\/11-1024x576.png\")
<\/figure>\n\n\n\n
AI, armed with sophisticated algorithms, hones targeting strategies, fine-tunes ad delivery and fortifies fraud prevention measures. This orchestrated approach culminates a notable upswing in ad revenue and more effective yield management, ensuring publishers extract the utmost value from their ad inventory.<\/li>
By deciphering intricate patterns in data, AI empowers publishers with profound insights, facilitating the delivery of ads that are not only more relevant but inherently engaging to the target audience.<\/li>
This automation not only enhances efficiency but also liberates publishers from mundane manual tasks, enabling them to redirect their efforts toward strategic growth initiatives and creative endeavors.<\/li>
AI-powered SSPs exhibit remarkable scalability, adeptly handling large volumes of data and effortlessly adapting to the dynamic landscape of changing market conditions. This ensures that publishers can seamlessly scale their ad operations to meet the demands of a rapidly evolving digital advertising ecosystem.<\/li>
By extracting actionable insights from intricate datasets, publishers can make informed and strategic decisions, optimizing their advertising strategies for improved performance and revenue outcomes.<\/li><\/ol>\n\n\n\n
![\"\"](\"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2023\/12\/15-1024x576.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2023\/12\/14-1024x576.png\")
<\/figure>\n\n\n\n![\"2024](\"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2023\/12\/Opciones-de-Banners-Blog-Post_-E-Planning-2-1024x576.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2023\/12\/13-1024x576.png\")
<\/figure>\n<\/figure>\n\n\n\n![\"\"](\"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2023\/12\/12-1024x576.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/blog.e-planning.net\/wp-content\/uploads\/2023\/11\/Opciones-de-Banners-Blog-Post_-E-Planning-1-1-1024x576.png\")