Damien Venuto on the ex­pand­ing pro­gram­matic play­ground.

New Zealand Marketing - - Contents -

Pro­gram­matic ad­ver­tis­ing is of­ten re­duced sim­ply to the au­to­mated pur­chas­ing of ban­ner ads and pre-roll videos across the in­ter­net. This is largely be­cause this is where the tech­nol­ogy started when it first hit the mar­ket. How­ever, the space is quickly evolv­ing and we’re steadily see­ing the emer­gence of a range of new pro­gram­matic op­tions that would pique the in­ter­est of even the savvi­est dig­i­tal op­er­a­tor.

As the dual forces of in­creased digi­ti­sa­tion and rapidly ad­vanc­ing ad tech come to­gether, it’s no longer a case of only buy­ing ban­ner ads with a sim­ple click.

Video games, out­door ads, im­ages and email now of­fer at least some level of au­to­ma­tion—and we’re only just get­ting started.

Ac­quire On­line’s Zane Fur­tado says the pro­gram­matic space is evolv­ing so quickly that spe­cial­ists need to be con­stantly vig­i­lant to stay on top of the changes hap­pen­ing.

“You can’t think in years in this space. Any­thing can hap­pen within the next month,” he says.

Here’s a run­down of all the new toys emerg­ing in pro­gram­matic, as well as Fur­tado’s opin­ion on which ones of­fer the most com­mer­cially vi­able op­por­tu­ni­ties for lo­cal mar­keters.

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