Scaling programmatic advertising a priority for publishers in 2015, says ExchangeWire study

Media owners have pinpointed scaling programmatic advertising as one of the most important parts of their ad tech plans, according to a new study from ExchangeWire Research.

The study, which surveyed 139 senior marketers in March, revealed that nearly half (43 per cent) of publisher respondents cited their biggest ad tech priorities for the year to be scaling their programmatic strategies.

Nealry a quarter (23 per cent) of the agencies and brand advertisers surveyed in the group cited viewability, transparency, verification and fraud as their top concerns.

Meanwhile, 23 per cent of respondents who were from technology and trading desk companies listed data/technology integration was their top priority for the year.

The full research will be published in the coming weeks, exclusively on The Drum.

Rebecca Muir, head of research and analysis at ExchangeWire, said the contrasting priorities and concerns from the different sets of companies surveyed are causing “tensions” in the market.

However, she added: “All three groups are working towards the same goal – they are simply using different tools to get there. Technology is empowering both the sell-side and the buy-side which fulfils the age old proverb the whole is greater than the sum of its parts”.

She pointed to the programmatic alliance Pangaea, which has seen the Guardian, Financial Times, CNN International, The Economist and Reuters pool their audiences to reach a combined global scale of 110 million readers, as an example of how media owners are responding to the concerns of buyers in the market.

“The creation of a publisher alliance such as Pangaea will give publishers more control over the monetisation of their inventory compared to working with open exchanges and consequently provides media buyers with more transparency – all going a long way towards achieving the primary objective of the buying group in our research. This switch of control also alleviates concerns held by media buyers that prevent brands from integrating quality first party data due to fears of data leakage,” she said.

Commenting on the findings, Tim Gentry, global revenue director at Guardian News & Media said: “The results show there are common priorities that the industry needs to address. The launch of Pangaea earlier this year is a significant development in the ad tech industry that tackles all these issues head on. By offering a single programmatic proposition from an alliance of quality publishers, advertisers are able to access scale and quality within trusted media environments. The response from the industry has so far has been overwhelming positive.”

The global advertising market is set to hit £536bn in 2015, with digital media expected to reach 30 per cent of market share.

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