All the latest news, analysis and opinion on programmatic advertising.
Matthew Hogg Head of ad operations “The early bird may get the worm – but it’s the second mouse that gets the cheese.” So an old adage sums up the concept of second-mover advantage. Google was not the first internet browser or search engine. Apple did not produce the first smartphone or tablet. Boeing did not […]
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Marius Smyth Managing director Programmatic advertising: it is easy to forget just how new it really is. The earliest seeds of this industry were planted less than a decade ago and, in recent years, mainstream businesses and media have been the primary adopters. As in all industries driven by disruptive technology, programmatic advertising has changed […]
Martin Kelly CEO and co-founder Go to Cannes or any major meeting of media agency folk at the moment and programmatic is bound to be a hot topic of discussion. We are spoiled for choice with agencies announcing new hires or acquisitions that give them the capability to offer it. Don’t get me wrong. I am not saying […]
Martin Bromfield Vice-president, advertising EMEA The increasingly automated, high-volume nature of programmatic trading makes for logical comparison with activities that have ruled stock markets around the world for many years. If you will forgive a continuation of that analogy, it is not a wild leap to suggest some of the lessons learned in the financial markets may also […]
Kinnerton Confectionary Limited
Despite concerns that programmatic buying might sound the death knell for creativity the two sides are now finding ways to work together to ensure data and automation lead to more effective advertising. But challenges remain in ensuring that the right data is used at the right time and that serendipity is not forgotten.
Our Creative Programmatic event is coming up on 2 March and our sister brand, Econsultancy, caught up with two of the speakers at the event, O2’s Head of Digital Excellence, Nick Adams, and TUI’s Head of Media, Sammy Austin. Between them they discussed some of the biggest emerging trends and challenges in programmatic, and offered their opinions and advice on where creativity fits within this channel.
Both brand and agency experts debate how programmatic approaches in the advertising space might unlock creative opportunities and what future doors that might open. Is creativity in the programmatic sphere the next Holy Grail for an industry set on connecting with the right consumer at the right place and time?