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THE FUTURE OF PROGRAMMATIC

THE FUTURE OF PROGRAMMATIC

THE FUTURE OF PROGRAMMATIC

Why Programmatic Now?

  • WHAT IS PROGRAMMATIC?

  • WHY SHOULD MARKETERS CARE?

  • HOW CAN IT HELP YOUR BUSINESS?

 

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.

 

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.

 

By staying up to date with the future of programmatic, businesses can expect to leverage the new transparency and efficiency of advanced data integration and AI technology, using it to reach more targeted consumers. Branding and advertisements will be able to be more effective, as businesses find them delivered to consumers who are a stronger fit, more willing to take action on the products/services marketed to them. With advances in the programmatic space, marketers will also feel more adequately informed and in control of their ad purchasing power and investments, while also being able to focus deeper on the creative aspects of advertising, as AI technology takes care of the data and systems integration.
 

ANA Marketing Futures focuses on the innovations and trends that will shape the future of marketing to prepare brands for the challenges and opportunities that lie ahead. As programmatic marketing continues to shift and evolve, it’s crucial that businesses understand it and its vital impact on opportunities in advertising spaces on different mediums and platforms. The ANA spoke to marketers and experts across industries to get their opinion on the future of programmatic marketing.

Videos

The digital ad supply chain is in constant flux, as the number of programmatic service providers continues to grow. Hear how innovative brands and agencies are helping shape the future of programmatic. 
Ed Montes, Chief Revenue Officer at Dataxu, discusses where the programmatic market is heading.
Louis Jones, EVP of Media & Data Practice at the 4A's, shared why he believes data will be at the center of programmatic's future.
Eric Reynolds, CMO of The Clorox Company, talks about having hard conversations about the digital supply chain.

Future of Programmatic Expert Insight

“There is an arms race amongst TV broadcasters and digital platforms in terms of programmatic TV. I think we’re going to see a very accelerated progression in programmatic TV, with major breakthroughs happening next year [such as] the first programmatic linear inventory.”

Daniel Gilbert

CEO

Brainlabs

Future of Programmatic Expert Insight

Daniel Gilbert

CEO

Brainlabs

“There is an arms race amongst TV broadcasters and digital platforms in terms of programmatic TV. I think we’re going to see a very accelerated progression in programmatic TV, with major breakthroughs happening next year [such as] the first programmatic linear inventory.”

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.

Bridging the Customer Journey with Mobile and Connected TV

ANA/The Trade Desk. April 2018

From a marketer's perspective, the solution to steering the otherwise limitless customer journey arrives in the form of programmatic pipes. The connective nature of programmatic technology allows marketers to build multichannel marketing experiences that reach consumers at any given point in their journey. But it's not only about reaching consumers, it's also about engaging them. Through the combined power of mobile and connected TV, marketers can reach and engage consumers in every facet of their journey with seamless, relevant experiences.

Five Things Marketers Need to Know About Programmatic TV

ANA/WideOrbit. June 2018

For brands that crave scale for their campaigns, there's little question that TV remains one of the most effective channels. Even so, audiences are fanning out across a growing number of options for consuming video. Marketers who want to address audiences at scale must learn the basics of programmatic TV advertising — and how agencies and brands can use it to engage audiences and build complex campaigns across dozens or hundreds of media markets with ease.

Media Optimization 4.0: New and Improved Tools and Techniques

ANA. May 2018

As media channels and audiences fragment, as myriad messages inundate consumers, and as analytics become increasingly sophisticated, marketers face rapidly changing challenges and opportunities while they try to reach customers. To help marketers adapt, Coca-Cola offered 10 tips for media optimization.

 

Be sure to visit our full future of programmatic content library for more great resources!

Get ANA's Future of Programmatic Report

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!

Download the full report today!

ANA Marketing Futures: Our Story

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the 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. 

About the ANA

The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes nearly 2,000 companies with 25,000 brands that engage almost 150,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually.

 

Learn more at ana.net

 

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