1. Programmatic AdSpend is growing
Programmatic Media Buying is one of the most widely discussed topics in the digital marketing world. Take a closer look and you’ll see the AdTech industry beaming with pride after the almost Hollywood-style success the programmatic media trading has accomplished in just a of few years. For those who value numbers - research by Adform has found that ad space bought via programmatic trading increased 76% only in the last year. And 82% of marketers have executed digital ads programmatically in the last 12 months.
2. DSP as environment is expanding and improving
While the stats keep on rising, programmatic technologies steadily continue to improve and to attract more advertisers to their digital market. “The right message to the right person at the right moment” is the strategy that brands can now adopt in their advertising efforts thanks to the technological progress in the programmatic space. As the famous advertising saying goes - “But wait. There is more” - what before was a promise of opportunity is now an easily attainable target with multiple dimensions to further optimize. Meaning? Connecting with the rightful audience and engaging with them at the most relevant moment for the most appropriate price is something programmatic technologies are now working to improve even more.
Demand-Side Platforms, like MediaMath, are the key players in the programmatic buying that make this promise a reality. DSPs were built with the specific purpose to establish the connection between advertisers and their true audiences. In the beginning, their environment involved few other actors - AdServers, AdExchangers, Sell-Side Platforms, etc. The growth of programmatic advertising accelerated the expansion in the entire market place, populating it with many other interconnected entities. DSPs now connect with Data Management Platforms, First and Third-party Data providers, Data Analytics Services, Ad Verification Services, and others.
Key Takeaway: Don’t follow the first-glance disillusion and see the industry as something dazzling complex. See it as it really is - dynamic tic-tacking machine, where every part is connected with the other to power-up the digital advertising process.
3. It is more than just connection, it’s a trade environment
Demand-Side Platforms are no longer just a one way ticket to the audience interest. They also facilitate the closer connection between cross-sector actors - advertisers, marketers, technology vendors and agencies. MediaMath has taken this idea and transformed it into a close trade environment. Open - MediaMath’s partner ecosystem directory - is the touch point for all brands and vendors to stay connected with the industry and collaborate on a new level.
Key Takeaway: The programmatic advertising is no longer fragmented market, it is expanding environment of business opportunities.
4. Skylads acts on top of DSP
One of the biggest benefits of Demand-Side Platforms technology is to also provide brands with the ability to get insights on their advertising efforts and measure their audience response. Skylads products are available on top of MediaMath’s Terminal 1 OS to further empower this process. Terminal 1 is an open platform that enables marketers to operate programmatic campaigns across all addressable channels. Its integrated technology scales up the performance abilities of advertising campaigns and helps marketers reach transformative results in their audience reach.
Our technology is a new addition to the market and we help media buyers further optimize their campaigns once they’ve been set up. Our set of applications plug into MediaMath OS and enable buyers to get real-time insights on their Terminal 1 campaigns, connect with the platform directly and seamlessly modify objectives to make their performance even better.
5. Programmatic is here to stay
Going back to where we started - programmatic media buying is experiencing a continuous momentum in its rise. Brands continue to rely more on its technologies to maximize their advertising efforts and increase profitability. In such fast growing industry, choosing the right combination of technological partners is essential for achieving top performance results.