The future of programmatic advertising

Programmatic advertising will become more transparent, data rich and branch out to more media channels over the next 12 months, according to sector experts.

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Marketing Week talked to brands, publishers, media agencies and ad tech providers at Marketing Week and E-Consultancy’s ‘Get with the Programmatic’ event in association with appnexus last week to ask them what the key changes would be in 2015.

Danny Spears, head of The Guardian’s data unit Response +, predicted brands would become more involved in programmatic over the next 12 months as a means to dive deeper into the effectiveness of their investment. Greater brand involvement was also forecasted by Christian Armond, general manager for digital marketing at TUI, who said brands would begin to use their own data to make programmatic “more sophisticated”.

“It will become more than just a buying mechanism. It will allow you to get a better view of the journey”.

Elsewhere, Shane Keane, media manager for the EMEA region at Shazam, predicted programmatic’s tentacles will continue to spread way beyond the online space. “TV is the most logical way for it to go because we are moving to a non-linear TV viewing setup. We are not far off. Sky Media and Virgin Media have the infrastructure now to get the mix right, ” he said.

Transparency or lack of it will be the key battleground over the next 12 months, according to Bob Wootton, director of media and advertising at advertiser trade body ISBA.

“The transparency bogey man needs to wrestled to the ground. I don’t know if we can achieve complete disclosure but there’s more that can be done,” he added.

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