In an eMarketer report released in April 2016, they predict that programmatic spend will reach $22.1B this year, representing a nearly 40% jump from 2015 and nearly 70% of all digital display spending. The growth the programmatic marketplace is experiencing is undeniable, as it becomes a mainstay of digital advertising.
The rise of programmatic is partially attributed to its ability to efficiently and effectively reach the reach target audience for advertisers. As eMarketer Senior Analyst Lauren Fisher remarks, “Programmatic is extremely efficient and unparalleled in its ability to pair rich audience data with ad inventory and targeting.”
However, given its rapid growth, marketers are still working to overcome certain challenges and preconceived opinions of the programmatic space. That’s why we’ve partnered with Econsultancy to discuss some of these challenges and how to address them with executives in the digital advertising. The result is our CMO’s Guide to Programmatic.
In the report, we address several topics that marketers say contribute to the top challenges that they face when implementing a programmatic strategy including:
- Data Ownership and sharing
- Rise of mobile
- Attribution and pricing
- Ad verification
- Programmatic TV
- Who to advertise to and when
- In-house vs outsourcing
At AudienceScience, programmatic is at the heart of our platform and we want to educate marketers on why it is the most efficient and effective way to reach your audience by addressing concerns and helping to combat them.
What are the challenges that you face in your programmatic activation? Download our whitepaper to let us know.
Due to its perceived complexity, advertisers have been hesitant to give programmatic advertising the focus that it requires to be executed successfully. However, over the past 18 months programmatic has come to the forefront of industry conversations. While this is definitely progress, many CMOs still don’t feel they have a clear enough grasp on the ins and outs of programmatic to fully integrate it into their media strategies.
That’s why we have created this report with Econsultancy. A deeper understanding of how programmatic works including its benefits and shortcomings and how to integrate it into a business is no longer a ‘nice to know’ for CMOs. It is a ‘must have’.
To receive your copy of our white paper, The CMO’s Guide to Programmatic, send us an email at [email protected]
Special thanks to our partner:
