The adtech view is more about applying programmatic for digital ads. However, many buyers often have viewed these technologies as something they don’t need to think about, a publisher-facing technology that has no impact on their decision-making. Which is false approach.
Programmatic has been on the digital scene for almost a decade, yet it still has a long way to go before it’s fully utilized among marketers around the world. Now that it’s 2016, it’s set to be a high growth year for programmatic, with spend reaching record highs across all channels.
As programmatic buying is normalized, more and more inventory is becoming available. However, according to AdAge, we shouldn’t expect to see big, new programmatic tech companies entering the market. While marketers will find more high-quality inventory reaching a wider variety of target audiences, with the precision and the audience targeting capabilities that programmatic buying enables.
MediaMath pulled together some stats on how programmatic will continue to evolve across the globe.
