Well this is encouraging. I’m presenting at Digiday’s European Publisher Summit tomorrow on the future directions of Programmatic ad trading. This piece, which they ran on May 14th and only now popped up in one of my feeds, certainly backs up a lot of key points. That’s reassuring.
The only point in this piece that I don’t particularly dwell on in my presentation is the (social) platform aspect. Mainly because it’s an area I don’t know too much about. Except how to annoy people in the UK with with pictures of Barcelona whilst here for a conference.
The main points the author, Taylor Davidon, a venture capitalist with the agency-backed KBS+ Ventures, calls out are:
- Marketers are getting smarter about programmatic.
- Programmatic works, therefore it will get more dollars.
- Native is going programmatic
- Platforms have embraced programmatic.
- Programmatic is going far beyond the banner.
“The real challenge around programmatic is not around using the pipes to send more banners,” he said. “Instead, it’s about marrying new formats with content, targeting and data to create a different model for ad deployment that’s native to the experience.” — Taylor Davidon
The one aspect of programmatic that he doesn’t call out that I pay close attention to is the use of and continued availability of increasingly rich and deep data. It think data + mobile will be the oxygen and fuel that will help the programmatic fire burn brightly in the next 12 -18 months.