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.
TRENDS
Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.
> See all episodes
As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.
To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.
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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