THE FUTURE OF
PROGRAMMATIC
WHAT IS PROGRAMMATIC?
Programmatic is an algorithmic real time ad buying and selling process, where software automates purchasing, optimization and placement of media inventory by using a bidding-based system. Modern evolutions in this technology include the use of omnichannel platforms with AI technology and data integration that offers greater tracking clarity, with deeper predictability and stronger consumer insights.
WHY SHOULD MARKETERS CARE?
By leveraging the future of programmatic technology, marketers can build more targeted ads for consumers that are a stronger match to the content being delivered. Programmatic systems, such as blockchain verification of legitimate traffic, and advanced AI data technology, allows for advertisement opportunities to become advanced in their ability to deliver the right messages and offers, to the right audiences, at the best time for each consumer, all while offering unprecedented media buying transparency.
HOW CAN IT HELP YOUR BUSINESS?
Staying current on the future of programmatic positions businesses to leverage the new transparency and efficiency of advanced data integration and AI technology to target and reach consumers. Advances in the programmatic space give marketers greater control and more information over their ad spending.
They can also focus more on the creative aspects of advertising, as AI technology takes care of the data and systems integration. As programmatic’s reach extends beyond the digital ecosystem into more traditional channels such as TV and Out-of-Home (OOH), marketers can go even further with data-driven, personalized advertising.
IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.
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SEO was a lot simpler in a less-crowded marketplace; you could optimize by keyword for your product, industry, or customer demographics and watch your traffic grow. In 2021, however, not only is the online space left with little metaphorical keyword elbow room, but search engines have gotten smarter to keep up with consumer demand. People search more conversationally due to voice assistants like Alexa and Siri, and AI-powered chatbots learn more as they’re being searched, which also contributes to a natural semantic search style. If marketers want to make sure their SEO efforts are being noticed, there are several ways to do this, all of which embrace this more casual way of searching consumers are employing – “long-tail keywords,” those with fewer search results but a higher conversion rate; “keyword clusters,” which group product identifiers that can single out your brand; “natural language processing (or NLP)” which rely on qualifiers like “what” and “where” to make a search less-robotic, and the overall conversational style that voice search and chatbots have made more prominent as of late.
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WHAT IS PROGRAMMATIC?
Programmatic is an algorithmic real time ad buying and selling process, where software automates purchasing, optimization and placement of media inventory by using a bidding-based system. Modern evolutions in this technology include the use of omnichannel platforms with AI technology and data integration that offers greater tracking clarity, with deeper predictability and stronger consumer insights.
WHY SHOULD MARKETERS CARE?
By leveraging the future of programmatic technology, marketers can build more targeted ads for consumers that are a stronger match to the content being delivered. Programmatic systems, such as blockchain verification of legitimate traffic, and advanced AI data technology, allows for advertisement opportunities to become advanced in their ability to deliver the right messages and offers, to the right audiences, at the best time for each consumer, all while offering unprecedented media buying transparency.
HOW CAN IT HELP YOUR BUSINESS?
Staying current on the future of programmatic positions businesses to leverage the new transparency and efficiency of advanced data integration and AI technology to target and reach consumers. Advances in the programmatic space give marketers greater control and more information over their ad spending.
They can also focus more on the creative aspects of advertising, as AI technology takes care of the data and systems integration. As programmatic’s reach extends beyond the digital ecosystem into more traditional channels such as TV and Out-of-Home (OOH), marketers can go even further with data-driven, personalized advertising.
“It’s a challenging marketplace, and there’s so much data coming at [marketers] that they don’t know what to do sometimes, so you do what you’ve always done—rely on traditional KPIs like click-through rates or cost per thousand impressions. What I think is exciting is that there are marketers who are saying, ‘We have to do better than that.’ The promise of digital marketing has always been for a more engaging, personalized communication with a customer or prospect, and we’ve got to deliver on that.”
Matt Sweeney
CEO
Xaxis
Key Stats
ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.
Related Content
Want to take a deeper dive into the future of programmatic? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else.
The Programmatic Promise
ANA/MiQ. September 2020
In this whitepaper, brands and agencies from around the world were asked about their programmatic strategies: what they’re getting right, what they’re struggling with, and what support they needed to get closer to the ideal future state of programmatic omnichannel.
Fixing the Leaky Bucket: How to Optimize Value from Programmatic Buying
ANA/Ebiquity. May 2020
The programmatic digital media supply chain is incredibly – and often unnecessarily – complex. In certain areas, it has become this way almost by design. It's no wonder that many marketers struggle to understand how it works. This report from Ebiquity provides some clarity.
Uncovering the Inefficiencies with Programmatic Buying
ANA. September 2019
Software company SAP discussed how it investigated the unsatisfactory performance of its programmatic media buys and the findings and solutions that resulted in positive change.
Download Now!
Programmatic is an algorithmic real time ad buying and selling process, where software automates purchasing, optimization and placement of media inventory by using a bidding-based system. By leveraging the future of programmatic technology, marketers can build more targeted ads for consumers that are a stronger match to the content being delivered.
ANA Marketing Futures spoke to marketers and experts across industries to get their perspective on where programmatic technology was headed, and created a guide to help brands leverage developing technology to deliver more relevant, engaging advertising to consumers.
Matt Sweeney
CEO
Xaxis
“It’s a challenging marketplace, and there’s so much data coming at [marketers] that they don’t know what to do sometimes, so you do what you’ve always done—rely on
traditional KPIs like click-through rates or cost per thousand impressions. What I think is exciting is that there are marketers who are saying, ‘We have to do better than that.’
The promise of digital marketing has always been for a more engaging, personalized communication with a customer or prospect, and we’ve got to deliver on that.”
Key Stats
ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.
Related Content
Want to take a deeper dive into the future of programmatic? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else.
The Programmatic Promise
ANA/MiQ. September 2020
In this whitepaper, brands and agencies from around the world were asked about their programmatic strategies: what they’re getting right, what they’re struggling with, and what support they needed to get closer to the ideal future state of programmatic omnichannel.
Uncovering the Inefficiencies with Programmatic Buying
ANA. September 2019
Software company SAP discussed how it investigated the unsatisfactory performance of its programmatic media buys and the findings and solutions that resulted.
Fixing the Leaky Bucket: How to Optimize Value from Programmatic Buying
ANA/Ebiquity. May 2020
The programmatic digital media supply chain is incredibly – and often unnecessarily – complex. In certain areas, it has become this way almost by design. It's no wonder that many marketers struggle to understand how it works. This report from Ebiquity provides some clarity.
Download Now!
Programmatic is an algorithmic real time ad buying and selling process, where software automates purchasing, optimization and placement of media inventory by using a bidding-based system. By leveraging the future of programmatic technology, marketers can build more targeted ads for consumers that are a stronger match to the content being delivered.
ANA Marketing Futures spoke to marketers and experts across industries to get their perspective on where programmatic technology was headed, and created a guide to help brands leverage developing technology to deliver more relevant, engaging advertising to consumers.
About ANA Marketing Futures
Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.
ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.
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