Between 70 and 80% of all internet display ads in the UK are forecast to be traded programmatically by 2018, with UK programmatic adspend currently sitting at a little under £1 billion.
The rapid evolution of the advertising landscape is not only forcing brands to grapple with increasingly advanced tech, but also to rethink how they can effectively tap into a vast pool of rich consumer data.
Despite these challenges, Marco Bertozzi, president, global clients, VivaKi, is optimistic about the industry getting to grips with programmatic.
Speaking to Newsline at a Mediatel and VisualDNA breakfast on Tuesday, Bertozzi said that advertisers will, over the next 18 months, start to “lead the agenda”.
[advert position=”left”]
“As more and more [advertisers] engage with their own data management platform and get really comfortable with their CRM data, they will start to lead the agenda about what’s best and what they need to do within programmatic.”
Data within programmatic, according to Bertozzi, is also beginning to mature in different ways as the industry moves away from “commoditised” third-party data to the much richer consumer data that large corporations hold.
“As that happens I think we’re going to see the sophistication of our media pivot towards those data sources – both in terms of targeting, but also importantly in terms of reporting,” he said.
And creativity within programmatic? Bertozzi says that there is only opportunity ahead and that creative agencies will begin to embrace it more as time goes on.
