Research
The below content provides analysis and actionable insights on trends in the marketing technology industry.
Reports cover a range of topics, including digital advertising and marketing technology, programmatic media, the mobile app ecocystem and content marketing strategies. The below list includes select AdExchanger reports as well as content from our sponsors. To see other content from AdExchanger, view our full research catalog. >
Featured Research
These analyses and white papers are suggested reading for any professionals in the marketing technology industry looking to keep abreast of the latest in this dynamic industry.
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DMP Fundamentals: Writing an RFI That’s Actually Useful
AdExchanger Research’s in-depth guide to writing an effective DMP RFI outlines the key technical and business factors marketers should probe in their RFI. This research will inform marketers how they should organize their thinking around DMP RFI development, provide some common gotchas to watch out for and lessons learned by marketer peers, and give real world questions to ask and examples to learn from. A range of marketers and DMP providers were interviewed for this research. $495
The “6-5-3” Framework: How to Pick the Right Programmatic Media Management Model
The last decade has brought significant disruption to the world of media buying, with the rise of “programmatic” creating both opportunity and chaos in the digital media ecosystem. Once perceived simply as the domain of low quality display inventory, programmatic is becoming the new normal for the largest brands in the world, with many starting to question whether their current approach to programmatic media management is really best. This report will detail the key trends at play (“6”), delve into the roles needed for effective programmatic media management (“5”) and outline the primary programmatic media management models marketing are employing (“3”). Readers of this report should use this “6-5-3” framework to best understand the forces at play within their own organization, and determine their own best path forward. $995
The Cross-Device Conundrum
As people continue to turn to multiple devices from many physical locations, cross-device strategies evolve from a nice to have to an imperative. Perceived technical challenges are hindering progress, but marketers must explore cross-device strategies in spite of this in order to engage their increasingly sophisticated and demanding customers. This research will explain the pros and cons of deterministic and probabilistic targeting, what cross-device strategies can do for your marketing organization, and how to get started without the headaches that many marketers suffer. $495
The Programmatic Mobile Market Will Mature Through Native
Advertisers are under increased pressure to deliver ads that are relevant and useful to the viewer, and this pressure is more pronounced when it comes to mobile where advertising is often seen as intrusive and irrelevant. The rise of native mobile ads, with formats that match the context of the app in which they’re found, will help advertisers find value from the mobile channel; and with programmatic, ads can be targeted, customized, and measured. This report explores how marketers can buy mobile native programmatically today, and predicts how the mobile native marketplace will evolve in the next 12-15 months. $495
How To Build A Data-Driven Marketing Team
As data-driven marketing explodes, marketers struggle to get the right mix of talent and skills on their teams. This research explores how to dig deeper than the job title and candidate’s degree, the importance of testing and culture, and the steps you need to take– and the conventional wisdom you should ignore– in order to build a marketing department poised for data-driven success. $495
The State of Programmatic Media: 2015
In AdExchanger Research’s second annual state of programmatic media survey, over 800 marketers, tech providers, agencies and publishers shared their views on the state of programmatic media. This data-rich report (featuring 14 charts) examines the attitudes and behaviors of advertisers and agencies with respect to programmatic advertising. This research will inform you how your peer set is thinking and behaving in a programmatic world, reveal common disappointments to expect and avoid, and give insight into the future you should prepare for now. $495
The State of Programmatic Selling, 2015
As marketers grow their programmatic media budgets and efforts, publishers must develop programmatic sales capabilities in order to capture that shifting revenue. This report will look at the current state of programmatic selling from the publisher point of view and reveals data from our survey of more than 800 respondents fielded last quarter. The analysis also reveals publishers expectations of the future of programmatic selling. $495
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