Programmatic buying comes to takeover ads
Singaporean-based creative technology platform Bonzai has launched a programmatic takeover ad format for the Australian market in partnership with The Trade Desk and OMG.
Following a series of test campaigns in recent months, Bonzai’s TruSkin ‘takeover’ format can be delivered programmatically through different Australian publishers including News, Nine, MCN, Drive and the DailyMail.
Takeover ads involve the advertiser occupying all the available units on a site’s homepage along with skins that fill the space surrounding the page’s content. Along with creating co-branding opportunities for publishers, it also has the effect of crowding other advertisers off a site.
If I were OPSM I wouldn’t be happy with that, looks misaligned and with inconsistency across publisher pages I can imagine the widespread affect
Makes me sad that this is the kind of creative we are celebrating as an industry – we should be doing better
pretty sure the article is about the ability to buy these units programmatically not how amazing the creative is…
What an eyesore. That’s the reason display is dying.