Programmatic (comprising search and display) is bigger than all traditional media. Programmatic, just display, is almost as big as TV.
We’re very close to the point where programmatic advertising is digital advertising. According to eMarketer about 78% of digital display advertising will be transacted through programmatic media and that’s up from 65% in 2015.
The reality is, for a professional marketer or big advertiser to reach an audience, you have to be in the digital marketplace, Brill argued.
There is a major opportunity for small to midsize marketers to gain access to a host of best-in-class programmatic ad-buying capabilities, according to Robert Brill, founder and CEO of Los Angeles-based marketing firm BrillMedia.co.
One of the key benefits of adopting programmatic ad buying in the TV ecosystem is the ability to transact media on smaller budgets, bringing a wealth of new opportunities from the digital arena, according to Robert Brill, founder and CEO of Los Angeles-based marketing firm BrillMedia.co.