Programmatic Whitepaper Summary & Takeaways

11/4/13

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.

CONSOLIDATED TAKEAWAY:

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, channel-agnostic 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.’