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

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in