Preparing for the programmatic future: Insights from the ANA and Forrester

This report summarises the findings of a survey into the use of programmatic buying for advertising campaigns by US marketers.

Preparing for the programmatic future: Insights from the ANA and Forrester

Stephen WhitesideWarc

For many marketers, programmatic buying is simply a new – and often confusing – way to purchase online display ads. It might not be long, however, before this approach influences everything from bidding on paid-search listings to acquiring TV airtime and securing space on ambient digital screens.

"I think those predictions that programmatic will take over all these media in the coming years is quite likely to happen," Jim Nail, a principal analyst at Forrester Research, said at the 2014 Media Leadership Conference held by...

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