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.
At the 2019 ANA influencer conference, we spoke with Richard Plansky and Benedict Hamilton of Kroll, a corporate investigation company, about brand safety in influencer marketing. Richard and Ben discussed the right way for brands to approach influencer vetting, shared some influencer horror stories, and shed light on one of the biggest misconceptions brands have about “micro-influencers.”
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Consumer privacy is at an ever-increasing pitch, and a plethora of ad blockers and similar apps have already handed given consumers the power to (somewhat) control their online experiences online, at least to a certain extent. GDPR, which requires websites to obtain consumer consent before tracking cookies, has further restricted complicated marketers’ access to consumer data. : websites have to now obtain consumer consent for tracking cookies. The final blow came has come with the announcement that Google Chrome will eliminate third-party cookies completely by 2022 – something that other browsers have already done. While initially this jarring news left leaves marketers wondering what to do, it also created provide new opportunities as well.
> See all issues
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.
“In the future, programmatic technology will be able to control both the target and the context of ad delivery. It will cross the TV-digital barrier and optimize online and offline sales on the fly, detecting how certain combinations of media and creative executional sequencing changes the sales effects. All these technical innovations depend ultimately on the people that brands trust to guide the development of programmatic in these directions, while also pinning the needle on privacy, protection, and transparency.”
Charles Cantu
CEO
Reset Digital
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.
Programmatic Video Advertising Sharpens Messaging Strategy for Marketers
ANA. September 2019
Mobile media and the rise of “connected TV” are spurring a growing demand among brands and organizations. ANA looked at the ways marketers were leveraging the rise of programmatic video, and facing the complexities of automation.
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.
Using Log Data to Achieve Transparency in Programmatic Media Buying
ANA. October 2019
A panel representing brands, publishers, and marketing lawyers discussed steps that programmatic media buyers can take to develop more informed strategies by capitalizing on log data.
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.
Download the full report today!
Charles Cantu
CEO
Reset Digital
“In the future, programmatic technology will be able to control both the target and the context of ad delivery. It will cross the TV-digital barrier and optimize online and offline sales on the fly, detecting how certain combinations of media and creative executional sequencing changes the sales effects. All these technical innovations depend ultimately on the people that brands trust to guide the development of programmatic in these directions, while also pinning the needle on privacy, protection, and transparency.”
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.
Programmatic Video Advertising Sharpens Messaging Strategy for Marketers
ANA. September 2019
Mobile media and the rise of “connected TV” are spurring a growing demand among brands and organizations. ANA looked at the ways marketers were leveraging the rise of programmatic video, and facing the complexities of automation.
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.
Using Log Data to Achieve Transparency in Programmatic Media Buying
ANA. October 2019
A panel representing brands, publishers, and marketing lawyers discussed steps that programmatic media buyers can take to develop more informed strategies by capitalizing on log data.
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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