Humming Along (August 1): The Programmatic Space Race.
A recap of the last two weeks of product releases, partnership updates, and our predictions for the future of programmatic advertising.
About Humming
Humming is the easiest way to reach millions of potential customers across websites, apps, podcasts, and TV shows all from one platform.
Here’s our elevator pitch:
Premium inventory - Access premium websites, apps, podcasts, and streaming platforms without the high cost minimums.
Advanced targeting - Build audiences that target customers using specific addresses, behaviors, devices, and demographics.
Real-time performance - Mobile-friendly dashboards to monitor campaign performance with every metric needed.
Creative tools - Upload designs, use thousands of templates on Canva with AI help, or find a hand-picked expert from Upwork.
Product Updates
Advanced features - Viewability, page clutter, frequency capping, session depth, and dayparting. Built for more experienced advertisers, these features are optional.
Page clutter - Page clutter is a measure of the number of ads on a page. Fewer ads per page mean a higher share of voice, giving more visibility to your advertisements relative to others in market.
Viewability - Determine how much of your ad should be in view (by percentage) in order for it to serve an impression, complies with IAB's viewability standards.
Frequency capping - Limit the number of impressions served to each user per day, or the lifetime of the campaign.
Session depth - On average, 70% of users visit one page of a website and exit. The longer a user stays, the more media they are exposed to. Research shows that the first page view in a user session yields strong media performance.
Dayparting - Ads running on a schedule will run based on the local time zone where the ad is served. Click on headers to toggle entire columns and rows.
What’s Coming Next
Upwork partnership.
Get help with designing ads and making changes to conversion tags with our Upwork partnership. Read our exciting announcement here.
Conversation Ads.
Coming next month, Conversation Ads offer a way for potential customers to engage with a conversational messaging bot directly within an ad unit. We’re very bullish on these and have a few customers who will begin testing shortly.
XR Ads.
Working with an early stage group to help deliver ads within the spatial computing and extended reality space.
Enter the New Programatic Age: The Age of Generative Intelligence, the Plague of Media Buying, and the Emergence of a New Programmatic Customer.
Industry Insights
The Coming Costco Ad Business. Costco is building out an ad network built on its trove of loyalty membership data, using its 74.5 million household members’ shopping habits and past purchases to power targeted advertising on and off its website. Read more from Ryan Barwick.
Editorial
8 Predictions for the New Programmatic Age
In the next three years, generative AI will replace the role of a media buyer.
We’re Always Looking to Chat!
If you have any questions or interest in Humming, let’s find a time to chat here. We’re excited to connect!