Over the last few years, programmatic has been proving its value by helping successfully connect brands with their target audiences in a more effective way. The technology allows media buyers to use data and automated buying methods to deliver the right message based on behaviour and contextual signals collected and analysed in real-time.

The adoption of programmatic methods to buy digital display, video, native and audio has been increasing across all markets. Reports such as the digital Dentsu Aegis Network’s Ad Spends Forecasts – June 2017 show that programmatic is set to grow by 25.4% this year despite the fact the global ad spend growth is expected to decrease from 4.8% in 2016 to 3.8% in 2017.  The results speak for themselves; programmatic works but there is still room for improvement.

 

What can we expect for the near future of programmatic?

 

If you follow The Byte, you have already noticed that data has been identified as a key element for brands to achieve their marketing objectives.  Data is the centre of all dialogues right now and the programmatic space is no different.

Collecting, storing and processing data using the best approaches the market offers is the first step.  By analysing, manipulating and applying customised data modelling, there is potential to unlock several opportunities for brands to understand and engage with their audiences.

The fact that data has become one of the most valuable digital asset for brands will change how they manage and interact with it.

Going forward we can expect increasing demand for data management platforms that give control of all data generated through programmatic campaigns back to the advertiser, regardless of who the activation partner is.

 

Having control of data

 

Being in better control of our data will put an end on the discussion around the lack of transparency, which is characteristic of the programmatic market today. Advertisers would finally have access to the data generated through a campaign run by partner trading desks.

In this scenario the advertiser will have full visibility of the context and behaviour of the users during all phases, including before the user engaging with the campaign, and would be able to link this data to site performance as well as in-store results almost instantaneously.

 

Making real-time use of the data

 

All the findings and learnings would be applied back to the campaigns while it is still in-flight.

The advertisers would be able to find their audience target through different platform and channels, regardless if they are reading an article on New York Times, watching a video on YouTube, listening to a music on Spotify or scrolling through photos on Instagram.

They would use universal cross-device frequency capping and apply mass-customisation from the ads to the landing page and conversion funnel, providing a better user experience and increasing conversion rates.

 

The future has already begun

 

This is the future. Advertisers have already started working on their data capability; the next step will be integrating their databases into their media buying platforms and extracting full potential of programmatic.

 

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Thiago Ricardo

Thiago Ricardo is a creative programmatic strategist with over eight years of multi-disciplinary experience in advertisement operation across Latin American, European and Australian markets. He started his career in digital supervising a team responsible for ad operation and customer service of a group of sites spread across 5 countries in Latin America, United States and Spain. After moving to Europe as head of programmatic insights and development of an independent trading desk, he developed passion for media trading and all the possibilities that it can provide. Last October he joined iProspect Australia with the challenge of developing our programmatic culture. He works close to media guys ensuring we are using the best technical and tactical programmatic approach for our clients. He always quotes: “Pleasure in the job puts perfection in the work” — Aristotle"