The Programmatic Shift: A Call for Automation - John Durham

The online advertising landscape is constantly shifting and with estimates that programmatic and RTB ad spending represent 50 percent or more of ad buying in the US and 75 percent in the UK it behooves everyone in media to get a grip on where the spend will be and how to maximize it eMarketer forecasts 724 percent growth in US programmatic and exchange ad spending for 2013 By 2016 US programmatic and RTB ad spending will climb to 71 billion The challenge is that much of the industry still perceives programmatic as quotcheapquot and quotremnantquot The typical nonguaranteed inventory we see in RTB lacks value and in the opinion of many in the industry has earned the quotRace to the Bottomquot monikerThat doesn39t need be the case Programmatic does not need to equal no or low value The more time you spend carefully observing the trading desks the more you come to realize that they39re putting a lot of people and resources behind programmatic The holding companies have figured out that this is a smart place for their clients to beIf that39s the case why limit it to quotremnantquot and quotcheapquot and why limit the appeal to direct response Why not expand it to premium exclusive and guaranteed There is a clear call here for ad networks to get in the game on behalf of their publishers and start to truly act ahead of the market rather than react to the market The idea of a premium programmatic marketplace is right for the industry especially when brands are looking for the best way to enter It gives them the opportunity to produce highimpact advertising in highquality environments at scale That hasn39t been offered previously There may be brands that choose to steer clear of programmatic and limit their advertising to unique oneoff campaigns but there are many who want their brand story to appear everywhere and programmatic will allow them to do thisThe programmatic and exchange marketplace has been plagued by a lack of quality inventory but a premium programmatic marketplace like the one Martini Media plans to launch in late March will merge premium inventory with the efficiency of the exchange model to deliver the greatest value to advertisers and publishers It is time to take programmatic out of the quotremnantquot world and into the world of quotpremiumquot You can39t fight innovation And more often than not that tends to mean employing more automation in whatever it is you doIn recent months some of the leading agencies publishers media companies and brands discussed the viability and level of demand for an exchange of this nature The vested parties spoke freely and critically about the current state of the industry Where is the market going Is it evolution or revolution Is there going to be a tsunami affect in 2013 Where will the revenues be moving forward Some of the thoughts shared with me followquotWe39re excited to support the rich media marketplace because it offers the promise of bridging the gap between brand buying and the existing programmatic worldquot says Jonah Goodhart cofounder of Moat quotThe original concept of an exchange was about efficiency of transacting it had nothing to do with the types of ads formats or inventory that it would enable Exchanges got put into a secondclass bucket and they don39t need to be if as an industry we can deliver branded experiences in a more scalable way everyone winsquotMark Howard Senior Vice President Digital Advertising Strategy at Forbes Media is also encouraged by the role that the IAB Rising Stars ad units will play in the marketplace quotAs we work more with brand marketers to not only qualify audiences but also to quantify the value of an exposure or an impression it39s really the Rising Stars that have leaped ahead by every quantifiable measure to indicate that users pay much more attention to themquot he offers quotThey39re driving much higher levels of interaction and ultimately these marketers are benefitting from a much more substantial exchange of time and exposure in front of their target audiencequotAt this point in time nobody is playing in this premium programmatic space it39s completely nascent And when you bring rich media and content into it it has the ability to be an incredibly strong play I believe Martini39s exchange will be a successful endeavor for two important and intriguing reasons 1 It offers rich quality content and 2 it offers rich media units at programmatic pricingAs an industry we will soon be arriving at the point where all advertising across all media will be bought and sold programmatically Automation is a call that we will all have to answer but the key to succeeding with programmatic efforts in the future will be the decision to answer with a premium pushJohn is Managing Partner and CEO of Catalyst SF He can be reached at durhamcatalystsfcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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The Programmatic Shift: A Call for Automation - John Durham

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