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- Currently, over 80% of all digital display ad spending in the U.S. is programmatic, and those numbers are expected to increase.
- Programmatic advertising is done by computer systems that automate the process of buying, selling and optimizing ad placements on digital media.
Own A Brand? Why You Should Pay Attention To Programmatic In 2019
Ofer Garnett
CTO & Co-Founder of mobile growth marketing platform YouAppi, bringing nearly 20 years of R&D experience to make mobile engaging.
Digital advertising has grown steadily over the last two decades with no signs of slowing. As consumers shift to mobile, brands have digitally migrated.
Currently, over 80% of all digital display ad spending in the U.S. is programmatic, and those numbers are expected to increase. Programmatic advertising is done by computer systems that automate the process of buying, selling and optimizing ad placements on digital media. Advances in machine learning and smart algorithms have proven far more reliable than humans in determining ideal timing and location to reach a desired audience. Where the focus used to be on finding websites that generally attracted the same audience as your product, programmatic allows you to drill down on an individual’s digital behavior and place an ad in front of the eyes most likely to engage.
But if you think programmatic advertising is best left to your marketing department, think again. Reaching consumers digitally has never been more important — or more challenging. Deeply segmented platforms, shifting consumer preferences, stricter privacy laws, and increasing expectations of more direct, personalized and highly relevant ad content make it harder than ever to reach your customer at the right time and place with the right message. Programmatic looks to be the key to driving meaningful digital engagement in 2019, with several promising trends.
Technology Will Address Current Market Challenges
Most programmatic ad spend is done in real time via real-time bidding (RTB), which buys ad inventory on a per-impression basis and works much like financial market trading. The prominent protocol is OpenRTB, and it’s had its fair share of critics. As the ecosystem has grown, it’s become increasingly problematic for brands to trust the data, protect themselves from fraud and maintain brand integrity and safety.
A new version, OpenRTB 3.0, has finished beta and is expected to release before the end of 2018. This is the most significant overhaul of OpenRTB since its inception in 2010, and it delivers enhanced visibility into the process of programmatic buying and selling. I expect adoption of the 3.0 protocol to be significant throughout 2019, as brands are eager for greater transparency and clarity. OpenRTB 3.0 is not backward compatible, however. Significant effort from all participating parties in programmatic — buying systems, selling systems and the exchanges — will be required to make this migration. Whether you oversee your company’s marketing or not, it’s important to understand the direction of the technology in order to ensure your ad dollars are spent in the smartest and safest way possible. Source: https://www.forbes.com/sites/forbestechcouncil/2018/12/06/own-a-brand-why-you-should-pay-attention-to-programmatic-in-2019/#6b2c36d3175e
Tags: adtech, investments, programatic advertising, stocks