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Programmatic Advertising in Australia: The 2026 State of Play
Australia's digital advertising market hit $18.4 billion in 2025. Video and CTV are pulling ahead, first-party data is no longer optional, and retail media is the format to watch. Here's what it means for practitioners on the buy side.
★ Media myth
No, a high CTR does not mean your campaign is working.
Click-through rate is one of the most misused metrics in digital media. Here's what to look at instead — and why the industry keeps getting this wrong.
Opinion
The AU programmatic market is more concentrated than you think.
Who really controls open exchange supply in Australia — and what it means for buyers trying to reach scale without overpaying.
News
Privacy Act reforms: what actually changes for programmatic targeting?
Breaking down the practical implications for media buyers and data-driven campaign strategies in the Australian market.
Guide
What is a DSP — and do you actually need one?
A plain-English breakdown of demand-side platforms: what they do, who they're for, and the questions to ask before you commit to one.
★ Media myth
Viewability above 70% does not mean your ad was seen.
The MRC standard is a floor, not a ceiling. What viewability actually measures, what it doesn't, and how to set smarter thresholds in your DSP.
Opinion
CTV is not a "test and learn" channel anymore.
If you're still treating connected TV as an experimental budget line in 2026, you're planning for a market that no longer exists. Time to commit.