Programmatic Whitepaper Summary & Takeaways
11/4/13
CONSOLIDATED TAKEAWAY:
Programmatic marketing has been widely adopted across all major
marketing and media industry segments…
… but for reasons that differ across the “demand” and “supply” sides of the
industry, respectively…
is now being deployed primarily in support of automated, auction-based
digital media buying…
… but is growing to support a widening range of strategic use cases.
Programmatic marketing has seen its progress encumbered by internal
organizational hurdles that are progressively fading from relevance…
… though meaningful issues are still hindering more widespread adoption.
DEVELOPING TRENDS:
• DEATH OF THE COOKIE CREATES OPPORTUNITIES FOR NEW STANDARDS
• PROGRAMMATIC HAS GROWN ACROSS ALL MEDIA TYPES – PAID, OWNED
AND EARNED
• EXPLOSION IN GROWTH OF DATA DEMANDS STRONGER MANAGEMENT
PLATFORMS
• WAVE OF EVOLUTION IS TOWARDS MODELS THAT SUPPORT
PROGRAMMATIC
• ECOSYSTEM OF SOLUTIONS WILL FAVOR TWO USE CASES
•
•
COMPLEX, INTEGRATED LARGE-SCALE EXECUTION NEEDS OF ENTERPRISE MARKETERS
FOCUSED REQUIREMENTS OF SMALLER MARKETERS WHO REQUIRE CONTRIBUTIONS
OF BEST-IN-CLASS ‘POINT’ SOLUTIONS
OTHER KEY POINTS:
•
20 years since first banner was executed
•
The ‘promise’ in those early days was ‘…letting marketers and publishers engineer a careful
balance of ad inventory and contextual relevance with eye toward unlocking vast new
repositories of value.”
•
US marketers invest $42 Billion in digital, annually
•
Defining programmatic: a holistic approach through which media buyers and sellers may align
organizational processes with automation technology in support of ongoing, channelagnostic customer engagement (and to allow for the continuous optimization of that effort
as business strategies evolve).
•
RTB is simply one ‘use-case’ of programmatic
•
Programmatic ‘is evolving substantially to address a wider range of applications, presenting
advertisers and publishers alike with a new foundation for driving both process efficiency and
customer marketing effectiveness across a combination of paid, earned and owned media.’