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.

Worldbuilding - The Future of Storytelling, with Wild Card

In an age where consumer attention spans are at an all-time low, something curious is happening: under the right circumstances, consumers are spending hours - even days - immersed in lush fictional worlds such as Harry Potter, Game of Thrones, and The Avengers. However, world building isn't just for blockbuster entertainment franchises. When executed well, brands can create immersive worlds of their own, significantly driving brand loyalty in the process. We spoke with Tara Deveaux and Shawn Shahani of Wild Card about a new study on world building and consumer behavior. They shared what marketers could learn from Hollywood producers, and gave tips on creating a world of engagement around your brand.

> See all episodes
You Can't Go Home Again: A Return to Work Sites After COVID-19

Organizations have undergone unprecedented changes in the wake of the COVID-19 crisis. Businesses with the ability to do so have shifted to a work from home structure, which the firm Global Workplace Analytics forecasts may make up 25 to 30 percent of the workforce by 2021. But for many companies, productivity and essential tasks must be done in a physical office space. While it’s still uncertain when employees may return to their workplaces, it’s vital that leaders look into the precautions and adaptations that will be necessary in many cases to ensure the safety of their employees. The resources below discuss many of these coming possibilities.

> 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.

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.

 

Copyright © 2020 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

marketingfutures.ana.net