Group M’s Xaxis completes Australia-first programmatic super roadblock
Group M’s Xaxis has launched a solution for programmatic takeovers, completing Australia’s first-ever ‘programmatic super roadblock’.
The announcement:
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Can I get an explanation as to why this is regarded as programmatic?
Feels like is was just processed through technology and hand held
Extra (hidden) “tech” fees!
Stop doing thing programmatically for the sake of it. It isn’t clever
This was 100% unnecessary.
Nobody asked for it and if they did, it would have been amazing in 2013.
Wow.
Reminds me of the Juice Loosener from the Simpsons.
Or the car my half brother designed.
This is not the first HPTO done programmatically in Australia. It was done 6 years ago by Cadreon & Mi9. Here is the article – https://campaignbrief.com/cadreon-and-initiative-austral/
Hardly groundbreaking from xaxis.
I re-read the article a couple of times, but might have still missed it: did the whole press release manage to talk about programmatic and GroupM and Xaxis and Wavemaker, but not the actual client*? That’s a pretty big signal right there.
(in the similar way they didn’t go into _why_ the strategy needed them to show different creative to different users was, or _what_ the different creative was).
(* Yes, I know Wavemaker only have one “major global automotive brand”, so you can deduce the advertiser, but that still doesn’t make it a good announcement. )
Sounds just like a CPD PG deal, probably with some sort of html5 creative that changes text based on user’s geo?
Bit of extra work for sure on the creative side but nothing ground breaking.
Hope all those extra tech fees deliver some outcomes
I think what they mean is… Instead of serving a nicely designed skin programmatically like a bonzai truskin, they are serving all available ad units at the same time? Winning all bids on a per browser basis? I don’t see the point in this.
On the other hand, if the story is about maintaining a 100% SOV FOR A WHOLE DAY. Then this represents a nice new blockout strategy. But if it’s automated… What if two deaka want to block out the same page for a day? Do they compete? Is there a handshake deal on who gets to have it?
I am not sure if I missing any important points from the article…
This seems like CPD with impression/user frequency cap execution… To avoid clashes with other advertisers, they just go to publishers and ask them to reserved the page & dates for them in their SOV calendar.
The order setup in pub’s ad server, it must be in CPD or Sponsorship line item type, so… I’m confused why this is a big news…
…because NewsCorp likes to use the word ‘programmatic’ thinking it makes them 2020.
“Whats A Data?”
Lol. It’s all about to hype its products and services. Smh.