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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.

The Three Flavors of Programmatic TV

ANA. August 2018

The advent of digital advertising forever changed how media is bought and sold, with advances in programmatic technology leading the way. The appeal of programmatic buying is easy to see, addressing many of the challenges associated with traditional ad sales. To name just a few of the staple ways in which programmatic technology improves advertising transactions, it lets buyers use audience data for targeting; grants access to premium but often challenging-to-buy inventory; and automates complex buying workflows.

How DSW Uses Programmatic Marketing to Amplify Influencer Marketing

ANA. September 2018

Programmatic marketing is amazing at measurement and precision targeting, but lousy at creative and storytelling. Influencer marketing is known for its incredible content and narrative, but lacks an accountable and measureable feedback loop. DSW shared insights about how it integrated influencer and programmatic marketing to drive results.

Transparency 2.0

ANA. July 2018

It’s been two years since the ANA’s blockbuster report on media transparency sparked a firestorm in the industry. A new report from McKinsey looks at where things stand today.

 

Be sure to visit our full future of programmatic content portfolio 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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