Ad Serving Blog Insights into the complex world of digital advertising technology

Last autumn, without much fanfare, along with the launch of iOS6, Apple quietly introduced a new identification technology called Identifier for Advertising. IDFA, or IFA, as it is often referred to, is a combination of characters that uniquely identifies a mobile device that runs iOS6 or above that lets advertisers recognize consumers anonymously.

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Any shift in paradigm can bring fears to light and attract the attention of skeptics. With automated media trading, display advertising via real-time bidding, media planning and booking processes have been revolutionized and new technology-driven players are entering the market. This has been met with skepticism from publishers, advertisers and agencies alike, who fear that automated ad trading will result in a risky loss of control.

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Ad exchanges and real-time bidding promise significant efficiency gains across the entire online advertising industry. As the technology becomes more sophisticated, automation in the area of buying and selling ad space is undeniably a growing trend. Just look at the latest research; according to Forrester, “programmatic exchanged-based trading will comprise 30% of total spend by 2017.” This promise of the rise in programmatic buying has spurred some serious debate.

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