The programmatic market continues to grow and shows no signs of slowing down. IAB research predicts that the share of ads bought through programmatic technologies is set to rise to 47% by the end of this year, reaching up to 60-75% of total digital display advertising by 2017.
This really is big. Programmatic is a huge growth area and has the potential to play a substantial part in addressing the issues in the digital system if managed correctly – and the key to this is education.
Without education and understanding at each level, programmatic faces the danger of becoming the next marketing buzz phrase, a bit like “big data.” For marketers and publishers alike there is a lot of noise, yet still, how many organizations have actually got a handle on what to do with the volumes of data they now have access to and what they can do with it to add real value to the business? Read More