The Programmatic Primer: Real Time Branding to drive programmatic buying

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Dominic TriggIt's no secret that the programmatic buying of display ads on multiple devices has changed the face of the digital media market recently. According to research firm IDC, spending on real-time bidding for display advertising will accelerate at a growth rate of 59 percent through to 2016, making it the fastest growing segment of digital advertising over the next few years.