Programmatic: Beyond Unsold Ad Space PRICE
Programmatic: Beyond Unsold Ad Space
1
Programmatic: Beyond Unsold Ad Space EXECUTIVE SUMMARY AND INTRODUCTION
PRICE: $159
Release Date: MAY 14, 2015
2
Programmatic: Beyond Unsold Ad Space
TABLE OF CONTENTS
Page 3 … Executive Summary Page 3 … Introduction Page 4 … What is Programmatic? Page 5 … Misconceptions About Programmatic? Page 7 ... Setting Up Programmatic At Your Company Page 7 ... Evaluating Exchanges and Marketplaces Page 8 … To Hire or Not To Hire? Page 10 … The Future of Programmatic Advertising Page 13 ... Case Study
Page 14 … Resources Page 14 ... Programmatic Companies
Programmatic: Beyond Unsold Ad Space
3
Programmatic: Beyond Unsold Ad Space By Beth Lawton
Executive Summary This report starts with an assessment of the conflicting-at-times definition of programmatic advertising. It will also include information on the history and development of programmatic advertising across platforms, assess its current state and consider the future of programmatic advertising not just online and on our mobile devices, but on television screens and in print, too. This report will also clear up some misconceptions around programmatic advertising (of which there are many) and take a look at what steps a local media publisher should take to implement and take advantage of the new technology to increase revenue.
Introduction The advent and development of programmatic advertising over the past few years means remnant inventory is no longer just “the stuff we didn’t sell” – it’s becoming a potent revenue opportunity for online publishers. In addition, programmatic ad buying is now going far beyond unsold ad space and is helping optimize revenue for local, regional and national ad slots. Back in 2013, “approximately 20 percent of all digital advertising is sold by one machine talking to another machine,” the Interactive Advertising Bureau (IAB) reported. By early 2015, that percentage had risen to approximately 50 percent, according to eMarketer, which also reported total programmatic digital display ad spending topped $10 billion in 2014 and is expected be more than $20 billion by 2016. Programmatic advertising has brought a level of efficiency and specificity to ad buying never seen before online or on other platforms. “Programmatic is your friend,” said Tobias Bennett (right), Digital Display Revenue Manager for The McClatchy Company. “Programmatic allows an opportunity for a local media publication to be appropriately valuated in a world that has for a long time undervalued us. We finally have an opportunity for real, actually viable marketplaces where we can shine a light and a light can be shone on how much more valuable our audiences are than the Internet at large.” Inventory that can be segmented into highly-desirable audience groups and sold programmatically is becoming increasingly
1
Programmatic: Beyond Unsold Ad Space EXECUTIVE SUMMARY AND INTRODUCTION
PRICE: $159
Release Date: MAY 14, 2015
2
Programmatic: Beyond Unsold Ad Space
TABLE OF CONTENTS
Page 3 … Executive Summary Page 3 … Introduction Page 4 … What is Programmatic? Page 5 … Misconceptions About Programmatic? Page 7 ... Setting Up Programmatic At Your Company Page 7 ... Evaluating Exchanges and Marketplaces Page 8 … To Hire or Not To Hire? Page 10 … The Future of Programmatic Advertising Page 13 ... Case Study
Page 14 … Resources Page 14 ... Programmatic Companies
Programmatic: Beyond Unsold Ad Space
3
Programmatic: Beyond Unsold Ad Space By Beth Lawton
Executive Summary This report starts with an assessment of the conflicting-at-times definition of programmatic advertising. It will also include information on the history and development of programmatic advertising across platforms, assess its current state and consider the future of programmatic advertising not just online and on our mobile devices, but on television screens and in print, too. This report will also clear up some misconceptions around programmatic advertising (of which there are many) and take a look at what steps a local media publisher should take to implement and take advantage of the new technology to increase revenue.
Introduction The advent and development of programmatic advertising over the past few years means remnant inventory is no longer just “the stuff we didn’t sell” – it’s becoming a potent revenue opportunity for online publishers. In addition, programmatic ad buying is now going far beyond unsold ad space and is helping optimize revenue for local, regional and national ad slots. Back in 2013, “approximately 20 percent of all digital advertising is sold by one machine talking to another machine,” the Interactive Advertising Bureau (IAB) reported. By early 2015, that percentage had risen to approximately 50 percent, according to eMarketer, which also reported total programmatic digital display ad spending topped $10 billion in 2014 and is expected be more than $20 billion by 2016. Programmatic advertising has brought a level of efficiency and specificity to ad buying never seen before online or on other platforms. “Programmatic is your friend,” said Tobias Bennett (right), Digital Display Revenue Manager for The McClatchy Company. “Programmatic allows an opportunity for a local media publication to be appropriately valuated in a world that has for a long time undervalued us. We finally have an opportunity for real, actually viable marketplaces where we can shine a light and a light can be shone on how much more valuable our audiences are than the Internet at large.” Inventory that can be segmented into highly-desirable audience groups and sold programmatically is becoming increasingly
