IAB News

Programmatic for dummies


SPARK Media’s programmatic arm – SPARK ignition launched in November. Here are some tips on how to get your programmatic advertising started.

Getting started if you have a buying desk:

ignition SELL. is an ad exchange that enables buyers to buy display and mobile advertising space through preferred deals and private, real-time auctions. Publishers that form part of this offering include the likes of the Citizen, Woman and Home Magazine, Caxton’s Local News Network (+76 local news websites), All4Women and many more premium publishers.

ignition TARGET. is run off an internationally recognised DMP (data management platform). It is a programmatic and direct audience (IO buys) solution providing advertisers with the opportunity to target unique audiences across a network of premium, news and lifestyle focused publisher websites. Advertisers have the option to target audiences based on their browsing behaviour as well as demographic targeting.

Getting started with ignition SELL. and/or TARGET. :

  1. Contact our programmatic team with the following information
    • Target market segments (audiences) and volume requirements
    • Inventory volumes requirements
    • eCPM rate expectations
  2. We will then create preferred deals with your programmatic buying desk and/or add your desk into a private auction
  3. We will inform your buying desk by email/telephone that the deals and auctions have been set-up
  4. Your buying desk will accept and/or negotiate rates and can then start trading and running campaigns

Getting started if you don’t have a buying desk:

In addition to ignition SELL. and TARGET. we offer a programmatic buying service to clients who do not have direct access to programmatic buying desks. ignition BUY. has access to an array of websites and can target users specifically to meet clients’ objectives.

Getting Started with ignition BUY.:

  1. Contact our programmatic team with the following information
    • Target market segments (audiences) and volumes
    • Inventory volumes
  2. We will come back to you with an eCPM or eCPC rate, then you approve rate
  3. We will generate an IO to be signed and approved
  4. You will provide your creative
  5. We will provide you with a tracking pixel to be placed on your landing/conversion page
  6. Once the pixel has been placed and is firing, the campaign will begin

SPARK Media will guide you – we want to make Programmatic advertising easy for you!

Contact ignition@sparkmedia.co.za for more information


BlueMagnet’s Digital Marketing Training Academy announces nominees for top achievers in digital marketing and search engine optimisation, to be recognised at the first ever Digital Academy Awards Ceremony to be held next month.

Celebrating a decade in digital empowerment BlueMagnet will be hosting the first ever awards in South Africa, established to recognise, applaud and celebrate individuals who have excelled

across various digital marketing programmes at an exclusive ceremony to be held in Sandton on 24th August 2017.

Gillian Meier, CEO and founder of BlueMagnet comments: “The digital industry continuously recognises innovative agencies and brands at a number of prestigious awards; however we felt that it was time to showcase the intellects behind these successful campaigns and brands. These individuals have invested considerable time and effort into acquiring the skills to support these brands’ successes.”

BlueMagnet’s training programmes are widely attended by practitioners from more than 50 of South Africa’s top digital agencies and hundreds of brands. “Without the backing of solid foundational skills, the industry would not flourish at the pace it has been. We want to recognise and reward those individuals who are committed to driving the digital industry forward through continued professional development; as well as the companies who consistently invest in upskilling their employees with the latest in digital marketing trends.” Says Ceri James, CIO and Partner at BlueMagnet.

The awards ceremony will be a cumulative evening of digital minds coming together to honor 127 professionals who have achieved outstanding results in the following categories over the past 3 years:

  • The Digital Marketing Institute’s International Digital Marketing Professional Certification;
  • Search Engine Optimisation Professional Certification endorsed by SEOPSA;
  • Practical demonstration for delivering a Digital Marketing Strategy;
  • Recognition for perfect scores in the digital marketing strategy, planning, SEO, PPC, Display, Mobile, Social Media and Analytics courses;
  • Overall top Digital Marketing Professional; and
  • Overall to top Search Engine Optimisation Professional.

BlueMagnet has been a certified training partner to the Digital Marketing Institute (the global standard in digital marketing education) since 2012, and has been delivering SEO training of the highest and most ethical standards expected under the SEOPSA (Association for Search Engine Optimisation Professionals in South Africa) code of conduct since 2007. Over the past 10 years, BlueMagnet has empowered over 4,000 individuals across South Africa, as well as students from other parts of Africa, with the highest standard of digital marketing skills.

In the words of Nelson Mandela; “Education is the most powerful weapon which you can use to change the world.” This is a gift that we want to continue to bestow upon aspiring and passionate digital marketers in our country.  In continued efforts to empower and strengthen the professional scope and digital skills available in the market, BlueMagnet will be giving away R1 million in bursaries to the top achievers to continue their personal development in the digital marketing field, by participating in an elite Digital Marketing Masters Programme designed to establish a pilot benchmark for Digital Marketing Professional designations in South Africa. The programme will be the most comprehensive amalgamation of rigorous practical and theoretical learning outcomes across all digital channels to produce the “Best of Breed” digital practitioners, who will drive digital forward in South Africa under the most stringent guidelines and standards.

On the back of its 10 year anniversary, BlueMagnet wants thank those individuals and organisations that have chosen BlueMagnet as their preferred knowledge partner. It’s been said that: “Achievement is the source of (an) additional greatness to come. It is the constant stimuli to purpose”. So how can we not strive to grant credit where it is due.

All information regarding the academy awards will be communicated on our site www.awards.bluemagnet.co.za.  To find out more about BlueMagnet, please go to our site http://www.bluemagnet.co.za./

Release: 365 Digital launches programmatic Private Marketplace (PMP)

South African publisher solutions business, 365 Digital, have launched their premium programmatic Private Marketplace.

A Private Marketplace (PMP) is where private, invitation-only digital advertising deals are bought and sold programmatically over a curated list of premium websites. A PMP is a tool specifically found in the programmatic space; a type of buying mechanic allowing specific deal types to be transacted without the hassles of signing Insertion Orders.


A PMP is the answer to running programmatic campaigns transparently, efficiently and cost effectively in brand safe environments. Deliberately built with only premium South African inventory, the 365 PMP was crafted using a very strict curation process.

A few of the properties in the 365 PMP include:









As the PMP grows, more premium sites will be added but only if they meet the stringent standards for premium classification. Currently, there are several sites being vetted which, should they crack the nod, will appear on the PMP in August or early September 2017.

Buying media via the 365 PMP:

Premium inventory can be bought by agencies, trading desks and programmatic advertisers in the following ways through any recognised Demand Side Platform (DSP):

  • Guaranteed Deals:

This is a pre-negotiated fixed price deal between publisher and advertiser for a guaranteed number of impressions. Inventory can be bought across specific sites, verticals or for all the sites in the PMP. Advertisers can overlay 1st party audience data or purchase audience data from within the PMP. Deal IDs will be created and sent to buyers to allow access to the inventory.

  • Preferred deals:

Here we arrange a pre-negotiated fixed CPM price deal between publisher and advertiser for a variable number of impressions. These deals are based on a RTB (Real-Time Bidding) basis within the private auction. Again, specific sites can be targeted or verticals or all the sites in the PMP. 1st or 3rd party data can be used and a deal ID will be sent to buyers. Preferred Deals do not guarantee impressions but still get priority and exclusive access to inventory over the open exchange.

  • Private Auction:

This is a private or invitation-only auction between select publishers and buyers with a pre-negotiated price floor. These deals types are similar to open exchange buys, but instead of competing with thousands of buyers for impressions, buyers are selected to participate in the auction at the publisher’s discretion. Deals are executed programmatically via RTB (Real-Time Bidding). Inventory will be dependent on bids won and all data overlays are still allowed.

It’s important to note that while the PMP is built to make premium inventory available programmatically, the inventory is also still available on a traditional IO basis

If agencies or brands don’t have programmatic capabilities, Mark1 Media, the sister company of 365 Digital is able to facilitate this.

Whether publishers want to increase their revenue or agencies and advertisers wanting to buy premium inventory programmatically, the 365 Digital PMP is open for business and looking forward to growing this space in South Africa.

For more information contact 365 Digital: info@365digital.co.za

Dominique Warr
Head of Marketing & Public Relations
Mark1 Media
072 621 3389

You can download a copy by clicking hereRelease – 365 Digital launches programmatic Private Marketplace

365 Digital PMP Landscape

Meet Marc Du Plessis – Incoming Chair of the IAB Publisher council

Marc du Plessis

The IAB talks to Marc Du Plessis in a series of interviews with our nine Heads of Councils.

Who are you?

I am the incoming Chair of the IAB Publisher council. I am also the joint-CEO of Spark Media, an advertising and media solutions sales house. We are firm believers in revolutionary, evidence-based marketing principles and invest heavily into local South African research. I have 11 years’ experience in the media and publishing industry, and for the last 8 years, a real focus in digital transformation and digital innovation.

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Team IAB

IAB South Africa is looking for a full time Administration Manager

IAB SA, is an independent, voluntary, non-profit association focused on growing and sustaining a vibrant and profitable digital industry in South Africa.

Play an active role in nurturing South Africa’s digital industry; we are looking for a dynamic self-starter that shares our passion for growing digital in South Africa, to manage the day-to-day administration of the digital trade association.

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Meet Mpho Maseko – Brand Council for the IAB

Mpho Maseko

The IAB talks to Mpho Maseko in a series of interviews with our nine Heads of Councils.

Who are you?

I have been operating in the Marketing and Communication field for more than 10 years. I have worked both on the agency and client side of life having started my career as a Public Relations intern for David Barritt & Company.
I have worked in the advertising industry, in a client services and strategy development role.

I have honed in on my event managing skills for both small and large scale events through my role as PRO at the Gauteng Legislature.
I’m a lover of a life who is fascinated by most humans. My superpower is my ability to stay curious and to always strive for nirvana.

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Meet Fiona Buchner –Transformation and Education Council

Fiona Buchner

The IAB talks to Fiona Buchner who is the Transformation and Education coordinator and support to the chairman of the council.

Who are you?

I am the Transformation and Education coordinator at the IAB. I am also a Marketing Strategist with over 20 years’ experience in marketing, the vast majority of which has been in the digital space having started my career in digital, being the Brand Executive for www.jobs.co.za and moving onto work on Liberty Life’s Ecommerce venture, becoming Managing Director of Peppers ad Rogers Group South Africa, working for Osiris as Head of Retention Marketing for 15 of their international online brands and heading up South African Tourism eMarketing division before leaving the corporate environment to run my own consulting company. In my consulting capacity, I have worked on numerous brands – online and traditional, both from an agency side, a customer side and as a strategic business facilitator.

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DR Oupa MonamodiThe IAB talks to Dr IS Oupa Monamodi in the second of a series of interviews with our nine Heads of Councils.

  • Who are you?  I am Dr IS Oupa Monamodi.  I am the Non-Executive Chairman of WPP Protea Investment Holdings and the WPP Group BEE Trust, and I hold a similar role for the Smollan Group SA, as the Non-Executive Chairman of the Tshimedzwa Investment Holdings and the Smollan BEE Trust. I have previously worked in the IT Industry, studied and worked in academia in the USA, and served as the CEO of Uthingo Management the first operator of the South African National Lottery.
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IAB SA is forming a digital professional body – get involved in the Johannesburg event

Jhb invitePlease join us for an update on our work to create a credible, growing skills base for our industry.  The IAB SA is in the process of  facilitating the development of a Professional Body, which will allow recognition and standardisation of digital skills profiles and designations in the digital industry.

We know that our members, and the broader publishing, marketing, advertising and communications industries need credible, reliable digitally skilled individuals, and we want to enable them to confidently choose to employ professionals who are accountable to a Professional Body for their guaranteed competence and ethics.

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