Did You Know This About Programmatic Buying?

Did You Know This About Programmatic Buying?The popularity of programmatic buying is soaring. And so is the number of ad bucks flowing into this automated process. For marketers, this can be a clear route to robust ROI. OK, you already knew that. But did you know … ?

Advertisers will spend about $58.6 billion on digital advertising in 2015. Programmatic buying will grab $14.88 billion of that hefty investment. In 2014, that figure was $9.9 billion. So programmatic definitely is in full gallop.

More and more programmatic buying is shifting to the home field. As 2013 drew to a close, 11% of the ads purchased through ad-tech company Index Exchange were from a brand’s in-house division. The figure jumped to 15% by the end of 2014. Expect this trend to march forward with unstoppable force.

Mobile might be all the rage when it comes to search and video. But all those smartphones and tablets are throwing hurdles into the path of programmatic buying. Main reason is the tracking process involved. Programmatic buying depends on tracking cookies. Great when you drop them into a laptop session. Not so good in the mobile world, where the almighty cookie lacks oomf and impact. So far, there’s no clear-cut way around this obstacle.

Facebook, Twitter, and LinkedIn are snapping up ad-tech companies right and left, up and down. The feeding frenzy is fueled by a fierce desire to sell ads throughout the web – not just via their respective platforms. These social sites have a major advantage when it comes to selling programmatic ads — their vaults are packed tight with user data, giving these platforms a big head start when it comes to targeting consumers across multiple devices.

If you have any questions or comments about programmatic buying, or about any other brand-related topic, feel free to send them our way.

You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.