Top Trends Of Programmatic Advertising - 845 Words

Top Trends in Programmatic It’s no secret that programmatic advertising continues to present broad appeal for marketers as they seek greater efficiencies in their advertising spends (need proof? see here, here and here). But while the technology helps reduce CPM costs, the marketer’s ultimate goal—connecting with and engaging consumers—remains more challenging than ever. It’s not difficult to see why. Consumers are moving continuously throughout each day among digital devices, making them an elusive target for marketers. As a result, while programmatic may deliver the lowest cost CPM, this does not translate to the best quality impressions. The result is a demand for better data—first-party data—that can reach specific consumers wherever and whenever they are. Such data can be used to create truly advertising that’s truly personal, a customization that better engages each consumer. This growing demand has placed programmatic advertising at an important crossroads, one that will bring about (at least) the following notable trends: First-party data to gain greater share of programmatic spends: As we noted above, marketers increasingly are realizing that first-party data is the right asset to reach people who don’t just look like their customers but are their customers. As we noted earlier this year, â€Å"82% of marketers plan to increase use of the data generated from their customers and brand properties. They are putting first-party data first, over the inferred, third-partyShow MoreRelatedBusiness Plan For Invest $ 100001453 Words   |  6 Pagesdecided to Invest $10000 in Google Inc. Google is American multinational technology company specializing in Internet-related services and products. 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