What is programmatic all about?

Wayne Blodwell
iProspect

In this introduction to programmatic advertising, Wayne Blodwell of iProspect explains the technology, the terminology and the marketing opportunity, outlines the challenges, advises on how to get started, and hints as to its future development.

Programmatic advertising

This article is part of a collection of articles on programmatic advertising. Read more.

Today, digital advertising represents around 30% of total media ad spend globally, an increase from 21% in 2012. The growth is fuelled by display, mobile, social media and video advertising channels. These channels are powered by programmatic – the application of data and technology to the digital planning and buying process.

Programmatic is one of the most exciting areas of media and advertising today. And don't just take my word for it: recent IAB figures show that nearly £ 1 bn of ad spend in 2014 was delivered programmatically in the UK alone.