It’s on the tip of everyone’s tongue. It was a headline item at this year’s INMA World Congress in New York. We publishers know display advertising – online or otherwise – and yet, during the programmatic seminar at #INMAWC15, publishers were leaving the room early. And everyone saw it!
Are publishers on the verge of something that finally enables them to gain some control over their display advertising future? We may even have been doing it already for the past few hundred years.
Everyone should be aware of the trends by now: 45 per cent of all online display inventory was delivered programmatically in the United Kingdom in 2014, up from 28 per cent in 2013. This could reach 75 per cent by 2017.
There’s a similar picture in the United States, with US$10bn spent in 2014, which is expected to double by 2016.
I went to my first conference on programmatic display advertising three-and-a-half years ago. And while I could see the benefit to national brands and large agencies, the opportunity to use it for smaller and particularly local advertisers seemed harder to grasp.
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