Programmatic has often been characterised as a “race to the bottom” where brands can pick up bargains as eyeballs become available in real-time. In a world far removed from the premium assurances of direct buys, programmatic can mechanise the process, but as it does so, CPMs appear to be going only in one direction
Advertisers and agencies are already sold on programmatic, but in 2015 we will see publishers fully embrace programmatic technology as they begin to realise the huge opportunity it represents for efficiency and financial growth
According to an ANA (Association of National Advertisers survey),“programmatic” was voted the word of the year.
PubMatic can now directly offer its publisher partners an ad server to sell mobile ads
Precision Health Media, a programmatic tech provider has announced it has rebranded as PageScience to offer programmatically to other verticals
MediaCrossing — the latest entrant into the increasingly expansive programmatic ad-buying space — just raised $6 million
