In this new video, Ryan Mulcahy, Head of Revenue, North America, talks about how the market perception of programmatic has shifted over the past five years. Programmatic has taken a huge leap forward – and transparency has been a key ingredient.
How has the perception of programmatic in the US changed?
Five years ago, programmatic in the US was thought of as something that managed remnant, and now it is at the very forefront of everything that people do around advertising, across all formats, across audio and video, obviously mobile, and so I think there’s been a huge change, where programmatic was something that was for remnant and it was a nice to have, and now it is at the forefront of every decision that people are making about advertising.
For that to happen there had to be a huge leap forward around transparency, and that’s really what happened over the last couple of years.
Now that the transparency has entered the market, and people feel very good that they’re getting viewable impressions across all formats, without the leakage that they might have been afraid of in the past – they’re very, very confident in moving more and more advertising dollars to programmatic, with the goal eventually being that a hundred percent – that every single dollar of advertising is targeted and transacted programmatically.
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Tags: Automation, Buyers, Growth, Leadership, programmatic, publishers, RTB, rubicon project, Sellers, Technology, transparency