How programmatic is driving internal change at media companies

Finding an easy way in

Programmatic dominates the digital advertising landscape. By eMarketer’s metrics it is set to account for 90% of all total digital display adspend in the UK by 2020, with the vast majority of the growth coming from mobile programmatic. It also estimates that video programmatic spend is set to account for 43 percent of total programmatic display in 2019, double the amount in 2016.

That’s despite the obvious challenges facing digital advertising: rampant problems of viewability, out-and-out fraud and unsafe ad spaces, to say nothing of the dominance of the Duopoly of Google and Facebook.

For those people working in the trenches of digital advertising, however, often the real challenge is inside their own business. Getting buy-in from senior people within the business who don’t necessarily have the time or the understanding of the fast-moving world of programmatic can present an obstacle to the actual advertising experts.

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