Programmatic Holidays: Week Two

To understand how brands allocated programmatic spend over the 2015 holiday season, we took a look at the biggest brand buyers from November 22, the Sunday before Thanksgiving, to the end of December. This post focuses on the week of November 29, which includes Cyber Monday. Overall spend through Index Exchange increased 4% from Week 1 of the programmatic holiday advertising season to Week 2. However, the total-spend of the top ten brand buyers decreased 7%. Here’s how the biggestRead more

Programmatic Holidays: Week One

To understand how brands allocated programmatic spend over the 2015 holiday season, we took a look at the biggest brand buyers from November 22, the Sunday before Thanksgiving, to the end of December. This post focuses on the week of November 22, which includes Thanksgiving and Black Friday, and the build up to Cyber Monday.  Consumer electronics and apparel retailers spent the most during the first week of the holiday advertising season. Best Buy led the pack – 20% ofRead more

Open vs. Private – Which Was Thanksgiving Week’s Biggest Bull?

Note: This post is part of a series of pieces covering the programmatic marketplace during the holiday advertising season. Something we examine frequently at Index Exchange is the state of the private marketplace. We look at PMPs from a number of angles to figure out the following and much more: how much private marketplace spend changes, how competitive buyers are for private inventory, which brands allocate significant portions of spend privately, and how private spend relates to open spend inRead more

Big Box and Telecom Reign Supreme, While Credit Card Companies Enter the Top Ten

Note: This post is the first in a series of pieces covering the programmatic marketplace during the holiday season. Thanksgiving Week’s Biggest Spenders We took a look at the biggest spenders within the Index Exchange marketplace from Monday, November 23, the Monday before Thanksgiving, to November 29, the Sunday before Cyber Monday. The biggest buyer during this time was Best Buy – a company for which Black Friday and Cyber Monday are massive sales days. Most days the top tenRead more