Everything You Need to Know - Episode five: industry education
The fifth episode of Everything You Need to Know - About Programmatic examines the need for continued industry education.
The episode discusses how, even though programmatic is now firmly in the marketing mainstream, with 78% of high-level decision makers using programmatic according to a recent report, hurdles to its adoption remain.
Programmatic is today no longer seen as merely a mechanism for the trading of poor-quality or remnant ad inventory.
In fact, the IAB says that in 2015 programmatic will account for more than half of the UK digital display market, up from 28% in 2013 and 45% last year.
Despite this, misconceptions still cloud marketers’ views of programmatic. Which is why this episode deals with the need for continuing education of agencies and brands.
Not only through the efforts of trade bodies like the IAB but from all players in the programmatic ecosystem.
Everything You Need to Know - About Programmatic, in association with The Trade Desk, is the first in a new EYNTK series designed to help viewers quickly get up to speed with some of the most important issues in today’s marketing industry.
EYNTK is designed to offer people a way to find out everything they need to know about each crucial subject in one short film, something they can watch in the back of a taxi on the way to their next crucial meeting on the subject.
That’s why each episode is filmed in the back of a London black cab.
The sixth and final episode of Everything You Need to Know - About Programmatic, available at a dedicated hub on Thedrum.com, from 9 December, explores how programmatic is how programmatic is shaping the agency of the future.