The benefits of programmatic buying – efficiency, advanced targeting, and real-time optimization are very clear, and driving a major shift in how brands access and buy ad impressions. In 2016 brands and agencies will be pushing more and more spend programmatically – across all platforms.
In the US, programmatic digital display ad spending will reach $22.10 billion. US Programmatic mobile will reach $15.45 billion, representing 69% of all programmatic digital display ad spending. – eMarketer, April 5, 2016
For marketers that have yet to adopt programmatic buying, a number of factors might be influencing their decision to shy away from it, including: fear of complexity, lack of transparency, and little understanding on how to transition from IO type buying to programmatic buying.
However, there has been an evolution in programmatic buying from a strictly open-auction model to one that now includes Private Marketplaces (PMPs) that resolves a number of the concerns many marketers have. Private Marketplaces add a layer of transparency to the process, reduce buying complexity, and provide easy access to hard to identify audience segments like LDA/21+ consumers, back-to-school shoppers, or audiences that skew high towards Hispanics, or African-Americans.
Private Marketplaces can be highly customized to a marketers’ specific targeting needs – packaging inventory focused on a specific audience segment, content area, or performance metric (e.g. viewability.) These customized PMPs allow marketers to easily mirror the targeting and inventory packaging that they are used to buying via an IO – all the while buying programmatically. PMPs can also be accessed through Always-on Segments – pre-packaged inventory pools that are made available to a marketer within major Demand-side Platforms (DSP). Always-on Segments are the easiest way for a marketer to access pools of high-quality, targeted ad inventory.