Darren Easton is a featured contributor to Programmatic Advertising: A Modern Marketer's Definitive Guide report.
Here's the complete contribution:
Over the next few years, as the tools to create them become more accessible and easier to use, programmatic will become a more user-friendly platform that will allow for brands to access and do it all on their own. How well is another question for another day.
Large e-commerce businesses have developed automated systems to create and publish ads based on browsing history and information about consumer demographics to display ads to consumers about products they are already interested in. Often these ads contain multiple endpoints for an individualized experience.
Advanced web animation tools are becoming more prominent while web video rendering is becoming more stable. I think that brands will no longer need to rely exclusively on agencies for this type of advertising.
Companies like lastminute.com, Procter & Gamble, L’Oreal and RB have already brought some, if not all of their programmatic endeavors in-house. With this evolution and demand, I think that agencies will have to start learning about Demand Side Platforms to be able to compete.
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