6 digital marketing pros define programmatic advertising

Programmatic advertising is catching on like wildfire in the digital media space.

In conversations with marketing professionals, it's rare for five minutes to pass without the topic turning to programmatic advertising. Ad dollars spent on direct programmatic initiatives are expected to reach $9.8 billion by the end of 2014, according to eMarketer.

As the worlds of CIOs and CMOs collide, it's critical to understand how those billions are being spent. The reality is that in the age of data overload, digital advertising poses as many challenges as opportunities. Programmatic advertising could prove to be the saving grace, but significant gaps in the understanding and nuances of the term still exist.

During last week's Programmatic Summit in L.A., an event focused on programmatic advertising in the digital media space, CIO.com asked six conference attendees for their definitions of programmatic advertising, as well as details on what excites them most about the concept.

As their varied descriptions indicate, putting programmatic advertising into the context of business objectives is no simple task.

Related: Programmatic advertising: Digital marketing's saviour or real-time headache?

Tara Steger, Sales Director, DataXu

"Programmatic advertising is using data to make decisions about what ads to buy, and being able to do that in real time is an added benefit," Steger says. "What is exciting about it to me is that I think it creates this new layer of transparency and ownership for marketers. I think marketers have traditionally been very dependent upon publishers and ad networks for strategy and tactics. I think programmatic is enabling marketers to really own their data, their attribution models, and their strategy, and understanding the audience that they're reaching."

Jonathan Margolis, Senior Account Executive, MapMyFitness

"Programmatic is the buying and selling of digital advertising using technology," Margolis says. "So using data collected by user behavior and using that to be able to hit your target through smart learning of technology."

Elgin Kim, Mobile Ad Monetization Consultant

Programmatic advertising "involves machine-to-machine transaction," Kim says. "Simple as that."

It's exciting "because there's more data involved. It's less guess work and more science," Kim says. "At the same time publishers can create the art of programmatic on their own by looking at the data and being able to use that data for their purposes to monetize better. Advertisers or buyers could also look at that data and use their art in buying so that they can pick and choose where to systematically buy inventory where it makes best sense for them."

Christina Park, Senior Account Executive, Turn

"I think programmatic advertising is the automation of media buying." Park says.

It's exciting because it represents "[t]he ability to hyper target and reduce waste."

Travis Volk, Regional Sales Manager, ChoiceStream

Programmatic advertising is "the automation of buying and selling of ad space online and on mobile devices...Just to be at the core of where everything's moving in the digital space," is exciting, Volk says. "You can see with the digital spending on programmatic, it's at $10 billion right now and heading towards $20 billion in a few years."

Sean Neems, Senior Director of Sales, Tapad

The automation aspect of programmatic advertising is very important, according to Neems. "Being able to basically get everything through one system, so you're not doing managed service by it," Neems says. "So it's quicker, it's more efficient, it's scalable and privacy safe."

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...

Mathieu Lecompte

ACCC takes Meta to court over scam cryptocurrency advertising

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in