Magazine article Marketing

A Marketing Promotion: The New Media Landscape - Five Ways in Which the World Is Getting with the Programmatic

Magazine article Marketing

A Marketing Promotion: The New Media Landscape - Five Ways in Which the World Is Getting with the Programmatic

Article excerpt

The future of programmatic lies in new technology that brings transparency and control for advertisers.

Having spent the past few years explaining to advertisers and publishers why they really need to understand programmatic - not see it as something technical that a third party is better-placed to look after - it seems we have finally reached a turning point.

With recent research showing that 89% of publishers, advertisers and agencies in Europe believe that programmatic will have a significant impact on digital advertising, it is fantastic to see so many taking steps to take ownership and control.

Does this mean we're reaching the stage where all digital advertising budgets will be spent through real-time bidding (RTB)? There is still a way to go yet. However, there are key areas that are set to shape the programmatic landscape over the next few years.

1. C-level ownership of digital

spend

Since becoming a hot topic at a senior level, programmatic's sails really have caught the wind. Many C-level executives have raised their heads above the parapet and announced aims to buy all digital media through programmatic channels. We are sure to see a lot more of this.

2. Bringing advertising technology in-house

For many brands, the solution to concerns over the lack of transparency around pricing, quality, safety and complexity of buying ads programmatically has been to establish partnerships directly with a technology company that provides the automation and control required to overcome these issues.

Buying ads in-house doesn't mean spending money on training staff or bringing in specialist and expensive skills. Implementing an enterprise advertising management system (EAMS) to intersect with traditional enterprise resource planning (ERP) software revolutionises how global advertisers manage their data and execute their digital advertising campaigns, providing an overarching view of how budget is being spent and how it is performing.

The key to a successful future for programmatic is for brands, agencies and tech providers to adapt and build relationships that drive transparency and create simpler, more-effective operating models. …

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