Programmatic advertising went “mainstream” ten years ago, with most of the Agency Holding Groups launching their programmatic trading desks in 2011. Looking back over the dramatic transformation that programmatic advertising has brought to the wider advertising community over the past decade, we now have the power of hindsight to review the elements of what we could have done differently.
Programmatic advertising was adopted by both the buy and sell-side for numerous reasons. Primary among these was the ability for an advertiser to reach the right user, at the right time, with the right message, and in the right environment; and also for a publisher to be able to monetise their inventory in an efficient way. Despite the rate of adoption, there were some hiccups along the way.
It has taken almost a full decade for programmatic to really cater to premium, both on the buy and sell-side.
We needed to arrive at brand safety 2.0 - brand suitability - before premium advertisers, who cared about the placements of their...
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