A blockchain-based test of programmatic advertising for PepsiCo has improved ad efficiency by 28 per cent as a result of using smart contracts.

Want to reach someone who wants to buy a car, rather than just kick the tyres? Or pick up some home and garden equipment, rather than just seek inspiration? Maybe you should be looking up a tree.

Brands taking more accountability for their data, and the growing programmatic market locally are just two of the reasons Adform recently decided to open its first Australian office.

All the latest martech and adtech news this week from RTL Group, MediaMath, Gimbal, Akamai, Janrain, HERE, Verve, Innovid, Sprout Social and Smaato.

Fragmented audio and ineffective targeting led National Australia Bank (NAB) to implement one of the first and largest programmatic digital audio campaigns in Australia.

If there's one thing about marketing that can be said to be constant, it's that it always changes. With new technologies, such as voice, AI, machine learning, virtual reality, augmented reality, natural language processing and facial recognition, about to become mainstream, it can feel as marketers, that we are always chasing our tails.

​Sixty-five per cent of all money spent on advertising in digital media in 2019 will be traded programmatically. According to Zenith’s Programmatic Marketing Forecasts, programmatic ad spend is also set to grow 19 per cent next year, reaching US$84 billion globally or 62 per cent of digital media expenditure, with Australian programmatic spend to reach US$1.64 billion next year.

Mindshare and blockchain provider, Zilliqa, have partnered with MediaMath, Rubicon Project and Integral Ad Science to build a programmatic alliance on blockchain designed to address industry challenges in programmatic advertising.

​If your marketing is intrusive, you will not exist. This is the advice from Bonzai CEO, Rahul Pandey, who was visiting Sydney last week.

Nine is claiming an Australian first after launching addressing video advertising through its 9Now video on-demand offering.

​Allianz’s test and learn approach to online video advertising is not only helping the brand understand what publishers and platforms are the best for reaching prospective customers, it’s changing the way teams think about data, audiences and creative, its senior media planner, Mark Dawson, says.

A new programmatic digital marketing platform is giving Raine & Horne property listings and managed sites up to 17 times more exposure in front of buyers and tenants and 12 times the industry average clickthrough rates.

The onus is on client-side marketers to keep themselves educated on the latest advertising technology platforms if they want to drive more efficient and valuable customer engagement, Lenovo’s digital and social marketing leader, Danielle Uskovic, says.

Fairfax has struck a deal with Google to bolster its programmatic advertising and digital audience efforts across flagship media titles including The Sydney Morning Herald, The Age, the Australian Financial Review and Canberra Times.

The AANA, Interactive Advertising Bureau (IAB) of Australia and Media Federation of Australia have banded together to work on a common operating standards framework aimed at improving transparency in the digital advertising supply chain.

Multi Channel Network (MCN) has struck a deal with analytics vendor, SAS, to develop what the pair claim will be Australia’s first data platform providing advertisers with a single consumer view across linear TV and digital platforms.

An open and integrated platform approach, verified first-party audience data and content investment lie at the heart of Oath’s plans to shake up the adtech platform space, its global product technology chief claims.

Cook Islands Tourism (CIT) is looking to looking to build out a comprehensive digital advertising strategy after its first-ever programmatic activity resulted in double-digit brand recall across Australia and New Zealand consumers.

The Gartner Hype Cycle can be remarkably useful in describing the acceptance curves for numerous technologies. And for programmatic ad buying, it has proven remarkably apt.

A lack of expertise in programmatic video advertising, not just brand safety fears, is holding back an otherwise hungry pack of Australian brands keen to invest in new and innovative digital video advertising solutions.

​Ebiquity chief strategy officer, Nick Manning, delivered a scathing review of the media supply chain at last week’s AANA event, attacking programmatic and highlighting some of the other major challenges associated with the lack of media transparency in the advertising industry.