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Programmatic Whitepaper Summary & Takeaways 11/4/13

Programmatic Whitepaper Summary & Takeaways 11/4/13. CONSOLIDATED TAKEAWAY:. Programmatic marketing has been widely adopted across all major marketing and media industry segments…. … but for reasons that differ across the “ demand ” and “ supply ” sides of the industry, respectively….

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Programmatic Whitepaper Summary & Takeaways 11/4/13

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  1. Programmatic Whitepaper Summary & Takeaways 11/4/13

  2. CONSOLIDATED TAKEAWAY: Programmatic marketing has been widely adopted across all major marketing and media industry segments… … but for reasons that differ across the “demand” and “supply” sides of the industry, respectively… is now being deployed primarily in support of automated, auction-based digital media buying… … but is growing to support a widening range of strategic use cases. Programmatic marketing has seen its progress encumbered by internal organizational hurdles that are progressively fading from relevance… … though meaningful issues are still hindering more widespread adoption.

  3. DEVELOPING TRENDS: • DEATH OF THE COOKIE CREATES OPPORTUNITIES FOR NEW STANDARDS • PROGRAMMATIC HAS GROWN ACROSS ALL MEDIA TYPES – PAID, OWNED AND EARNED • EXPLOSION IN GROWTH OF DATA DEMANDS STRONGER MANAGEMENT PLATFORMS • WAVE OF EVOLUTION IS TOWARDS MODELS THAT SUPPORT PROGRAMMATIC • ECOSYSTEM OF SOLUTIONS WILL FAVOR TWO USE CASES • COMPLEX, INTEGRATED LARGE-SCALE EXECUTION NEEDS OF ENTERPRISE MARKETERS • FOCUSED REQUIREMENTS OF SMALLER MARKETERS WHO REQUIRE CONTRIBUTIONS OF BEST-IN-CLASS ‘POINT’ SOLUTIONS

  4. OTHER KEY POINTS: • 20 years since first banner was executed • The ‘promise’ in those early days was ‘…letting marketers and publishers engineer a careful balance of ad inventory and contextual relevance with eye toward unlocking vast new repositories of value.” • US marketers invest $42 Billion in digital, annually • Defining programmatic: a holistic approach through which media buyers and sellers may align organizational processes with automation technology in support of ongoing, channel-agnostic customer engagement (and to allow for the continuous optimization of that effort as business strategies evolve). • RTB is simply one ‘use-case’ of programmatic • Programmatic ‘is evolving substantially to address a wider range of applications, presenting advertisers and publishers alike with a new foundation for driving both process efficiency and customer marketing effectiveness across a combination of paid, earned and owned media.’

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