In a recent report on the Econsultancy blog, Maeve Hosea says, “Programmatic advertising is maturing across a variety of media.

But what does the landscape look like, and what do marketers from Just Eat, the FT and Direct Line Group expect from programmatic in the future?

The landscape

New tech is ramping up efficiency for marketers in all areas, not least the advertising space.

Programmatic display advertising allows brands to target adverts on a more granular level to specific demographic profiles and people with a perceived relevance for a given product. With multi-billion pound budgets, programmatic buying and selling is the new normal for digital display ad spend in the UK.

The programmatic process is starting to challenge other media spheres, such as radio and television, too.

It is becoming clear that for TV to continue as leader of the advertising pack, automation, efficiency and data need to become a more prominent part of its story. Brands are beginning to demand television advertising on a more granular level through programmatic or addressable TV.”.

The future of programmatic: top marketers give their verdict


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