Programmatic growth for digital display has been tremendous in recent years, but it is estimated to level off. Despite this growth, the notion that programmatic advertising will replace direct buying is not exactly true. Direct buying between humans will always exist, but will become powered by machines to streamline and improve process and decisioning.
The rise of addressability and one-to-one marketing (delivering unique and personal product messaging to individuals based on their preferences) is a major driver of programmatic. That’s because traditional buying and operation patterns are not scalable to meet the complexity of high addressability.
Varick Media Management’s Dan Kelly and I were both part of the 2016 Digital BrainFest session, Is Mass Advertising Dead? How Programmatic Platforms Are Changing the Media Buying Landscape. After our session, Dan joined me on camera to offer some insights on programmatic as the way forward for all marketers. Watch the video for our top takeaways on our session and programmatic’s impact:
As Programmatic Drives Changes, How Brands & Publishers Can Stay Ahead of the Curve
As Dan says in the video, it’s a sign of how far programmatic has come that “it’s becoming the standard [for marketing], not the difference.” We will really know we have made progress once we stop differentiating between the two, and acknowledge them as one and the same.
Companies across the advertising landscape need to prepare. Increased data decisioning and programmatic buying will bring massive operational changes.
These changes will ripple throughout their organizations, and companies who properly embrace automation, streamline their workflows and reduce barriers of entry will reap the benefits. As I said at our event last year, digital disruption creates opportunity for competitive advantage. To help our clients to benefit from programmatic’s industry disruption, Infinitive works with brands and publishers to optimize operations ahead of the curve.
Continue to check the Digital BrainFest 2016 Highlights page for additional recaps, videos and takeaways from this year’s event.
Need help? Let’s talk.
Get more from programmatic with Infinitive’s help. Learn more about our solutions for Publishers.