A cheeky programmatic specialist

  • PopPress
  • July 22, 2015
  • StopPress Team
A cheeky programmatic specialist

Zane Furtado, the programmatic director at Acquire Online, recently put his skills to good use by bidding on the phrase 'Best programmatic specialist in New Zealand' and then serving an ad with his personal details attached.

And while this is just a cheeky stunt to show how effective programmatic ad-serving strategies can be in terms for delivering promotions to the target audience, it does illustrate how creativity does have a place in marketing automation.

“With the enormous wealth of targeting options available, developing targeted and customised creative not only appeals to the audience, but also drives curiosity,” Furtado previously told StopPress.

Furtado also says that programmatic provides brands with some interesting ambush marketing opportunities. For example, he says, if one brand is set to launch a major campaign, a competitor could bid for the words associated with the campaign, driving traffic to an entirely different site. And in addition to annoying competitors, this could also drive up the cost of the ad placement. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

The Compendium: 15 February

  • PopPress
  • February 15, 2019
  • StopPress Team
The Compendium: 15 February

Our weekly wrap of good things, strange things, funny things and other things from inside the intertubes.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit