A recent article in The Wall Street Journal summed it up succinctly: some brands, it said, are increasingly using programmatic systems to buy digital ads themselves, rather than paying third parties to do so for them. A survey from Forrester Research and the Association of National Advertisers suggests a reason: it says 46% of marketers are concerned about the transparency of agencies tasked to buy online ads. Put simply, if the agency doesn’t tell you how much of your money its live buying desk spending on ads, and how much it’s taking as a fee, fears can spread.
(If you’re unsure of what programmatic ads are – might be an idea to pause here and read this…)
If you buy ad space on behalf of advertisers and a technology comes along that, almost overnight, undermines your business model and makes it staggeringly easy for clients to place ads themselves, you might well have a few sleepless nights, perhaps even considering what other ad sales jobs are available.
Well, say hello to ‘programmatic advertising’.
The term isn’t one familiar to many, but for those focused on the future of ad sales and marketing, programmatic advertising is rapidly becoming the thing that dominates their thinking.