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As programmatic advertising becomes the new normal, how can advertisers create greater consumer engagement and publishers ensure greater return?

Author

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  • Bishop, Tony

Abstract

According to eMarketer, the vast majority of US digital display advertising dollars (82 per cent) will ‘flow through programmatic pipes’ by 2018.1 In the UK, meanwhile, programmatically traded adverts will account for more than 75 per cent of all digital display advertising spending by the end of 2017. The ability for marketers to increase the efficiency of their marketing efforts instead of a spray and pray approach to mass advert purchasing is going to help the industry. Consumers will be less likely to block adverts if they believe they are valuable to them. In addition, businesses can increase engagement and acquisition cost efficiencies. The marriage of real-time data to drive contextual relevance and deliver instantly tailored messaging is forcing innovation in the advertising technology marketing space and brands need to be on top of this to ensure their advertising is embraced-not rejected-by consumers.

Suggested Citation

  • Bishop, Tony, 2017. "As programmatic advertising becomes the new normal, how can advertisers create greater consumer engagement and publishers ensure greater return?," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 5(1), pages 6-17, March.
    • Handle: RePEc:aza:jdsmm0:y:2017:v:5:i:1:p:6-17
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    More about this item

    Keywords

    programmatic advertising; advertising technology; hyper-personalisation; real-time data; dynamic creative optimisation; log-level data;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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