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Rob Weatherhead is a featured contributor to Programmatic Advertising: A Modern Marketer's Definitive Guide report.

Here's the complete contribution:

Programmatic technology is only just getting going with its impact on the world of advertising. At present, it is heavily associated with online display advertising but programmatic is just the technology allowing for the real-time purchasing of advertising.

This is already affecting the world of TV where more and more money is flowing into online video where advertising can be bought in real time with a data layer over the top. And programmatic linear TV is expected to be available in the UK within 12 months.Out of home is the next likely spot to be influenced where biddable platforms such as

Out of home is the next likely spot to be influenced where biddable platforms such as Bidooh are starting to allow the real-time buying of outdoor advertising and are set to introduce targeting options within 12 months.

Then in audio, you have DAX allowing for the real-time purchase of digital radio.Within 3 years the majority of advertising will be bought programmatically via a platform, within 5 it will be 100 percent.

As mentioned above the revolution is already underway. The biggest barrier is having the technology in place. Connected TVs and broadband penetration for TV, and digital screens for out of home. This takes time. But once it is there, programmatic is the way all channels will be going.


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