It is surprising the battle is still ensuing over adoption of programmatic by brands and marketers. The opposition paints a picture of what the technology looked like six years ago where all RTB got you was the best price on terrible remainder inventory that hurt your brand more than helped it. The believers see it as a logical step in efficiency to planning and deploying their campaigns at scale and economy. Like any technology that threatens or displaces, programmatic will have its champions and detractors. In reality, programmatic has seemed to permeate advertising not as a hostile takeover to media buying but as an ingredient of an evolving tech stack. Even brands that go all in on programmatic are mixing with with premium buys through agencies, targeting support from DSPs and often split testing the results through multiple methods. The media buying arms of agencies are beginning to master the platforms and bundling programmatic as a service to simplify the advertiser’s rising complexity in technology.
As different media types like TV, video, mobile and others become more available in a programmatic option, will it become easier or harder for the marketer to allocate budgets and navigate the platforms servicing the inventory?
One thing is for certain, the word programmatic will be uttered more times than you can count during Advertising Week and promises to provoke a lively discussion each time.
If you have been ignoring this growing and evolving category but realize the need to understand and adopt it then the Programmatic Track, presented by ADARA, can guide your way.