Programmatic advertising leverages technology and algorithms for automating digital media management. A significant percentage of advertisers (55%) seek to better engage audiences and improve operational efficiency, while publishers also emphasize the need for effective media transactions. The concept encompasses various strategies, including behavioral targeting and real-time bidding, with increasing interest from agencies and marketers during the media buying process.

1. Programmatic
Advertising
Facts
“The use of technology and
algorithms to automate the
management of digital media”
BUYERS ARE QUICK TO
CONSIDER PROGRAMMATIC
STRATEGIES DRIVING INTEREST
IN PROGRAMMATIC
ADVERTISERS MARKETERS
55%
of advertisers point to the need to
more effectively engage with
audiences across digital properties
say to improve
operational efficiency
say to deliver a better
customer experience
say efficiently value and
transact digital media
49%
30%
33%
of publishers point to the
need to improve
operational efficiencies in
the media transaction
49%63%say efficiently
value and
transact
digital media
61%
say to expand
yield from
owned inventory
Learn more about Programmatic Advertising
“Programmatic is a catchall term that many people are using to
categorise everything from behavioral and intent-based targeting
to real-time bidding and exchange-based buying of inventory,”
says Peter Naylor, former evp at NBUniversal
www.bannerflow.com
Source
www.mediacrossing.com
Winterberry Group’s “Programmatic Everywhere? Data Technology and Future of Audience Engagement”
(November 2013)
74%consider it when
planning a media
campaign
83% 65%
Agencies Marketers
More agencies and
marketers are
considering
programmatic earlier in
their media buying cycle