Programmatic ad buying is on the march, poised to grow 38.4 percent this year, according to eMarketer. Automation is now not a choice but a question of strategy and implementation.
In advance of the Digiday Programmatic Summit, May 14-15 in New Orleans, La., we asked leading agency executives speaking at the event for their prognostications of where programmatic advertising goes next.
Read their answers below, then jump over to our event page to check out the conference agenda in more detail.
Vik Kathuria, global head of digital investment, Mediacom Worldwide
Premium, since, given marketplace definitions, that is something that is in short supply, hence higher CPMs. Once it goes the way of programmatic (assuming it’s open real-time bidding and not private marketplaces) it’ll become more of a commodity and lose its pricing power (and hence no longer be called premium).
Christine Peterson, U.S. group media director, MRY
Maintaining the true value of native — content relevant messaging delivered in a seamless editorial environment — is one of the biggest challenges facing the programmatic landscape. While modifications to deliver on unique screens (and taking into account differing consumer behavior patterns) makes mobile a bit of a juggernaut in its own right, the speed and breadth of innovation in mobile advertising technology indicates this problem will soon be a thing of the past.
Sean Muzzy, CEO of North America, Neo@Ogilvy
The challenge doesn’t lie with a tactic: it’s with the consumer device and platform shifts. Mobile presents so much opportunity, but the future of how brands engage with customers with mobile will ultimately determine how we can leverage programmatic approaches.
Steve Katelman, director of global strategic partnerships, Omnicom Media Group
Native. Because things in native tend to be customized and not scalable. Programmatic is best used for scalable and repeatable, not one-offs.
Image via Shutterstock
How chef influencer Tue Nguyen works with the BuzzFeed Creator Network
BuzzFeed's Creator Network has been valuable from an audience and production education standpoint, but Nguyen still drives most of her business on her own.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.