Recently we were interviewed by TheCarnageReport about our views on programmatic RTB advertising, the future of media, and how publishers and advertisers should best leverage the programmatic. An excerpt is below.
What do you see happening in the future of programmatic media buying?
Programmatic media goes away. It’s called advertising. The amount of conversation about this space is due to how new it is, and how much of a change it’s causing. At some point it because part and parcel of advertising.
It integrates into the Internet of Things, ingesting data from all the data points a human and its things creates daily, and turns that information into actionable data about product / service opportunities to be sold. The unification of data and attribution of data across devices becomes a defacto way of doing business. Audience information is infused into more traditional media and TV for ad decisioning and reporting. Buyers use a centralized interface consisting of a DSP and DMP to ingest their entire advertising infrastructure and deliver data that turns informs future planning decisions.
Workflow automation is picking up importance. Publishers have to work with the same programmatic companies that offer RTB to be available and pay for the opportunity of being able to accept a direct deal. Agencies are outsourcing part of the Automated Guaranteed buying process.
Similarly, companies will realize they need a forward markets supply side platform. Current order management solutions that already let sellers understand their available inventory will become a competitive threat to traditional SSPs as Automated Guarantee buys become more important. These forward market SSPs will end up facilitating the most premium programmatic opportunities (Automated Guarantees) just as RTB SSPs end up approaching the same challenge from an RTB angle. Fundamentally though, it seems that businesses who have historic success with enterprise guaranteed inventory will have a leg up on RTB solutions who patch on to an Automated Guarantee module.
Local media and their agents become very important. Programmatic RTB advertising is going to help small and midsize companies reach their audiences with precision.