7 Things Buyers And Sellers Need To Know About Programmatic 03/29/2016
Advertisers are growing more comfortable with programmatic media, but multidevice measurement remains a challenge. That’s among the issues raised in a recent report by eMarketer.
The digital research firm’s report “U.S. Programmatic Advertising: Seven Things Buyers and Sellers Need to Know Now” noted that programmatic advertising, which eMarketer defines as an automated method of buying, selling or fulfilling advertising, already accounts for more than half of U.S. digital display ad spending. The report said that programmatic is quickly becoming a common way to purchase video and mobile ad inventory. Programmatic is known to deliver a greater degree of efficiency, enables advertisers to pair audience data with ad inventory and offers enhanced audience-targeting capabilities that extend beyond cookie-based devices.