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Programmatic Advertising: Everything You Need to Know In 2016

The Drum, in partnership with The Trade Desk, has launched a report exploring the future of programmatic advertising in 2016 and beyond.

Programmatic in the UK is now the dominant way of trading online display advertising, with over £1bn spent this way in 2015. This is predicted by eMarketer to hit an estimated £2.46bn, 70% of the overall UK display ad budget, in 2016.

The Drum, in association with The Trade Desk, brought together seven leading programmatic practitioners from across the industry to debate the impact of this shift on brands and agencies.

The result of this discussion is a downloadable report that aims to help marketers and agency practitioners understand how programmatic advertising will develop in the year ahead.

This report 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 graduates to CMOs.

It features contributions from Samantha Austin, TUI Group, head of media; Wayne Blodwell, head of programmatic, iProspect UK; James Patterson, The Trade Desk, UK general manager; Nigel Gwilliam, IPA, digital consultant; Adam Hancox, Starcom Mediavest Group UK, programmatic associate director; Fern Potter, MediaCom, head of seach and programmatic EMEA; and Ruth Zohrer, Mindshare, head of programmatic marketing.

The report is available to download here.

This report follows a series of video and print primers on programmatic, in association with The Trade Desk, that aimed to give marketers and agency executives an introduction to this fast-changing world.

In a six-part video series, Everything You Need to Know About Programmatic, we explored topics including the power of programmatic, demystifying private market places, the forward market and the rise of programmatic video and dissected just how to learn about a brand’s audience through optimisation techniques.

The entire series is available to view at here.

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Justin Pearse

Managing Director of The Drum's content marketing agency The Drum Works and member of BIMA's executive committee. Former editor of New Media Age.

All by Justin