NEW YORK: Procter & Gamble, the FMCG giant and the world's biggest advertiser, could buy between 70% and 75% of its US digital media via programmatic by the end of this year, according to reports.

Advertising Age reported that "people briefed" on P&G's plans had revealed this information, and also indicated that the firm would pursue a similar strategy with regard to buying mobile advertising next year. 

When a brand owner of P&G's stature decides to embrace programmaticAdvertising Age said, it was surely time for those marketers that have so far resisted automated trading to reconsider their stance.

The issue of programmatic buying is an increasingly hot topic, albeit one that few people in the industry appear to fully understand.

A recent study by the Association of National Advertisers and Forrester Research found that more than half (55%) of client-side marketers lacked a clear understanding of the term or needed to know more about how to apply it to campaigns. Another 12% hadn't heard of it at all.

New research from Warc and its partners revealed a similarly unenlightened picture across Europe, where more than half of marketers surveyed admitted to a weak grasp of the concept, while one quarter had not even heard of it.

In recognition of the need for marketers to develop a greater understanding of programmatic if they are to fully benefit from it, Warc has produced a new report, The Programmatic Primer, which aims to guide executives through this challenging subject.

Ted McConnell, the report's author – and who spent 15 years in charge of digital marketing innovation at Procter & Gamble – will be discussing the Primer in a free Warc webinar on June 17. Before then, readers can view free sample content from his analysis.

Data sourced from Advertising Age; additional content by Warc staff