Programmatic in the UK is now the dominant way of trading online display advertising, accounting for more than £1bn in 2015, with an estimated £2.46bn (or 70% of the overall UK display ad budget) forecast 2016.
The breakneck speed of the industry means marketers and their agency partners need to be on top of tech and trading now more than ever. But, what do you really need to know about programmatic today?
The Drum, in association with The Trade Desk, brought together seven leading programmatic practitioners from the media agency, tech, consultancy and brand worlds at a roundtable summit to create a roadmap of where we are today – and what tomorrow holds.
The initial summit saw discussion of the issues holding back change and how the industry might best position itself for the future.
This report, informed by that roundtable, explores everything from the rise of ad blocking and fraud to the need to debunk common myths and educate the industry at large; how the language (and audience) around programmatic must change and why collaboration is key. It takes a look at the work that still needs to be done – from both creative and strategic points of view - and how programmatic is helping reshape the industry, from grad hires to CMOs.