The presentation I gave to kick off the AOP workshop yesterday will be overhauled for my session in Barcelona on June 3. It was a happy accident that I was asked to give two presentations on the state and future of programmatic ad trading within 10 days of each other.
There’s some additional research I’d like to add, a bit more EU rather than UK focus, and some new data that’s come out after the recent spate of programmatic conferences.
Once it’s all done, I’ll pop it up on here for people to view and see. It’s become crystal clear to while pulling this together that the following statements are all probably true:
- Mobile is coming faster than you think and the keys to the revenue kingdom there are programmatic and data driven
- The cookie is quickly dying as an ad targeting tool
- Native will find a home in programmatic in the next 12 months, if not sooner
- A tiny fraction of revenue and an even smaller fraction of deals will be done in the ‘traditional’ direct sales-to-sales manner come 12 months from now. Like less than 25% overall.
Without a doubt the next 12 months will see hockeystick growth in the programmatic space and it’ll touch all aspects of online media trading.