`A new IAB and Winterberry Group study called Programmatic Everywhere? (Programmatic Everywhere!) shows the updated marketplace for programmatic media ecosystem and its value proposition. If you operate in this business it’s a must read, though it likely details information you don’t need someone else to tell you. Some key value propositions for programmatic media apply to both advertisers and publishers:
• Improve operational efficiency
• Efficiently transact on media, and understand media value
• More effectively target consumers
On the publisher side there’s an expanded benefit to deliver more yield to more buyers across the marketplace.
For advertisers a key benefit is the speed to market. Unless organizational issues were at play – which can be the case if staffing isn’t handled correctly – I found speed to market to be a big way to show agility with clients. This helps when launching, pausing, reacting to an event, or shutting down a campaign.
Other benefits for both parties include the delivery of greater campaign insights and better customer experiences.
One way programmatic media drives value is for smaller and more tactical campaigns. Many clients like to run very targeted media toward a few zip codes or into an audience that is niche. Larger organizations – ad networks and other managed service entities – don’t like taking these large campaigns because on their own they simply aren’t profitable. With the right setup of optimization experts these small campaigns can be executed with the attention they deserve and they can be profitable for the business running the media.
There is genius in the burgeoning programmatic media ecosystem. There is innovation and change, and an intricate ecosystem of dynamic parts. Programmatic media ends up being a singular platform that has a multitude of applications for many varieties of media businesses.