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

Blog Posts

Channelling climate positive design

As we enter 2020, the new decade spells infinite possibility in digital and design. Yet ironically, the biggest trend we’re facing has nothing to do to with innovative technology. It is something much more ‘down to earth’: The state of our planet. Or more specifically: Climate change.

Katja Forbes

Founder and chief, sfyte

Non-linear transformation: The internal struggle

Let’s face it, transformation is messy. Every business is different, with a set of specific challenges based on a mixture of external (the market, competitors, regulation) and internal factors (technology, people and process investments over time).

Neil Kelly

Partner, transformation, Wunderman Thompson

7 ways to champion a human centred design culture

Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.

Shane Burford

Head of research and design, RXP Group

I think some of these ideas are great. These tips will help me to improve my system. Thanks!

Henry Reid

9 Ways to Improve Your Company's CRM System

Read more

It's a useful info for small businesses owners. We can't live without mobile apps. They are so helpful! It's hard to deny that.

Mae Davis

7 ways small businesses can benefit from mobile apps

Read more

Hi Jennifer,Fascinating read about design-led companies!If you would like to learn more, our Design Thinking and Innovation programme mig...

Andrea Foster

How to spot a ‘design-led’ versus ‘design-fed’ company

Read more

ABC web-site not easy to use/navigate. Even getting this far in sign-on to ABC My Space was problematic - it was asking for my password,...

Vee.

How the ABC used an online community to help build a movement

Read more

Thank you for your feedback, Astha! Always appreciated.

Vanessa Skye Mitchell

5 things marketers should know about data privacy in 2020

Read more

Latest Podcast

More podcasts

Sign in