Reblogged from CIO.com, 6 Digital Marketing Pros Define Programmatic Advertising
By Matt Kapko
In conversations with marketing professionals, it’s rare for five minutes to pass without the topic turning to programmatic advertising. Ad dollars spent on direct programmatic initiatives are expected to reach $9.8 billion by the end of 2014, according to eMarketer. As the worlds of CIOs and CMOs collide, it’s critical to understand how those billions are being spent. The reality is that in the age of data overload, digital advertising poses as many challenges as opportunities. Programmatic advertising could prove to be the saving grace, but significant gaps in the understanding and nuances of the term still exist.
During last week’s Programmatic Summit in L.A., an event focused on programmatic advertising in the digital media space, CIO.com asked six conference attendees for their definitions of programmatic advertising, as well as details on what excites them most about the concept. As their varied descriptions indicate, putting programmatic advertising into the context of business objectives is no simple task.
“Programmatic advertising is using data to make decisions about what ads to buy, and being able to do that in real time is an added benefit,” Steger says. “What is exciting about it to me is that I think it creates this new layer of transparency and ownership for marketers. I think marketers have traditionally been very dependent upon publishers and ad networks for strategy and tactics. I think programmatic is enabling marketers to really own their data, their attribution models, and their strategy, and understanding the audience that they’re reaching.”–Tara Steger, Sales Director, DataXu
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