“Programmatic is the worst thing that happened to advertising and is our only hope for the future.”
We don’t know which financial services marketer said this to Digiday in 2017, but perhaps no quote so appropriately sums up how many marketers and advertisers feel about programmatic ad buying today. By using software and algorithms, instead of human conversations and manual insertion orders, programmatic advertising has upturned the status quo - whether brand advertisers are ready for this shift or not.
So, in the intervening time since this quote was said, how has programmatic media buying progressed? Are advertisers clinging to the tried and true, or is programmatic becoming truly dominant?
To find out, we took a look at data from our own exchange stretching back from the beginning of 2017. Here’s what our Mobile Programmatic Advertising Trends 2019 report found.
In short, programmatic has never been hotter. From a global perspective, we discovered the following:
We have found four key reasons why in-app programmatic advertising is growing:
Some naysayers may look at this data and say we’ve reached the pinnacle of programmatic buying, and that it’s all downhill from here. While predictions are always fraught, we can confidently say that we have not yet reached peak programmatic.
Throughout the rest of the year and continuing on to 2020, we expect to see even more money spent programmatically, to the point where a vast majority of mobile ad budgets will be devoted to programmatic media buying.
It’s also fair to say that trust privacy will continue to be at the forefront, especially once CCPA is law in California. Your data strategy and needs (at the campaign level) will be a determining factor for open exchange versus private marketplace/programmatic guaranteed buying. And, the further evolution of trust initiatives like app-ads.txt and sellers.json are beneficial and help to improve transparency.
Whether you like it or not, programmatic is here to stay. The industry has spoken, and has embraced - and will continue to embrace - its many benefits.
For more insights and predictions, be sure to download our Mobile Programmatic Advertising Trends 2019 report today!
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