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People Trends

4A’s Decisions 2020: To Be a Better Partner, You Must Partner Better

April 9, 2019 — by MediaMath

We heard the call for agencies to “evolve” at Decisions 2020 two weeks ago (and in the media coverage around it), just as we’ve heard it from Marc Pritchard and other industry leaders in recent years. We know our agency partners must be exhausted over their growing “To-Do” list of things to improve upon—be more transparent, deep-dive into data and insights, give up and just go home because all brands are just going to in-house eventually anyway.

Phew. It’s a lot.

Here’s the thing—just as brands need the right consultative partners across the spectrum, so do agencies. This stuff ain’t easy—the technical part of it, new tools, new channels, plus keeping on top of industry shifts, privacy laws, consolidation. We all need help. We need each other.

To our agency friends, we’re asking to help us help you.

Almost a year ago, we started building a new Global Partnerships team focused on accelerating the success of our key partnerships to achieve client outcomes. “Partnerships” can mean many things, but in our world, it focuses on our relationships with agencies whom we sell both to and with like Havas, major business channels through which we sell our technology, such as IBM, and consultancies like McKinsey. Across these groups, we aim to continue to provide solutions around data, identity, supply and optimization and build bespoke, joint products to drive outcomes for their client base, just as we do for our brand clients.

And what about this whole in-housing thing? Funny you ask, because we put out a whole playbook on it nine months ago. As a technology company that serves both brands and agencies, we know that “full” in-housing is currently uncommon and tough to accomplish. The operational complexity of media buying often makes the scaled and specialized workforce of an agency a requirement, and institutional knowledge also benefits the agency’s clients. In fact, we have identified four models for brands that want to take more control of their tech, and agencies play a major role in three of the four. One of those three models is what we like to call a “triangulation” (or “Happy Commune” in our playbook) in which brand + agency + tech partner have an equal seat at the table in driving strategy and operations.

And more research is on the way. We are excited that our very own Head of Global Partnerships Jim Sink was interviewed for a whitepaper the 4A’s and 614 Group are putting out on programmatic best practices later this quarter. We anticipate that this paper will share critical insights on the interplay between tech and talent and how brands and agencies can best partner to drive success.

To recap:

Yes, agencies have a lot of work to do, but they can get by with a little help from their friends
In-housing is happening, but not without the help of agencies
Inform yourself with the latest insights and research from industry subject matter experts to guide your partnership approach

Partner on, friends.

People Trends

Stop, Collaborate and Bid Shade: Two-Way Communication Crucial for DSPs and SSPs

March 18, 2019 — by MediaMath

As every major exchange has switched to first-price auction, in which the winner pays precisely the amount that he or she bid, bid shading is being used more and more as a technique to avoid paying too much. Our MediaMath Product Lead Sara Skrmetti was interviewed by AdExchanger last week on our take on the practice. Skrmetti drove home the point that MediaMath wants both DSPs and SSPs to take a collaborative approach to bid shading.

“Two-way data sharing [will] make both shading solutions smarter and complementary,” she said. “If we work separately and don’t inform one another’s approaches, we might end up negatively affecting advertisers’ performance, so this two-way communication is critical.”

As Skrmetti explained it, if an exchange aggressively bid shades when an advertiser wants a high win rate, the advertiser will be negatively impacted by that higher loss rate.

To find out more about our take on bid shading, download our whitepaper on the industry shift to first-price auctions.

People Trends

MediaMath EMEA 2019 Summit: Key Takeaways

March 5, 2019 — by MediaMath

Last month, we hosted MediaMath’s second annual EMEA Client Summit in Iceland. We brought together our clients, partners and executives in a freezing cold, yet magical, setting,

Now that we’re back, and somewhat defrosted, here’s a summary of some key takeaways.

Bringing more transparency into the ecosystem

We heard multiple times from clients and MediaMath experts about the importance of the “T” word: transparency.

Digital marketing technologies have disrupted the market and changed the way we purchase media. Brands must have full transparency into their advertising spend to understand ad fees and to measure attribution accurately, the media buying process to ensure target audiences actually see ads designed for them and also visibility into customer insights and data, including how and where it is being used. There were frustrations shared by many clients with the closeness of the walled gardens. The consensus in the room was that data must be made available and shared internally across teams for interpretation. But who should lead this effort, and is it more of an educational issue, or do we simply need more government regulation or intervention?

The reality is, that we ALL play a role—brands, agencies, partners, publishers. The ecosystem is complex, with many players involved, but to get to a point of total transparency, we must all hold ourselves accountable.

Recognising and respecting the consumer

The “identity” roundtable discussion highlighted key challenges faced by marketers such as fragmented online identities. The result is a disconnected set of experiences for the consumer, and the tough task for marketers to truly create a unified experience across devices. With rising consumer demands over brand experiences and levels of personalisation, identity is a huge deal. To solve for fragmentation and disconnected experiences, clients expressed the need for more data-driven marketing, using the right data in the right ways to generate true value.

MediaMath’s Chief Product and Technology Officer Wilfried Schobeiri and our CEO Joe Zawadzki shared our vision for a consistent, open, portable approach to identity. We help marketers respect and prove relevance to consumers by enabling a single view of them as people, not devices, and an observed, not inferred, understanding of their behaviour. We do this with an identity graph that is deterministic for accuracy, with an option to activate probabilistic for scale. Clients can then leverage our MediaMath Audiences proprietary data asset to layer on attributes to consumers that are based on observed actions. This understanding of consumers is portable, able to be leveraged in other platforms beyond ours.

Balancing machine power with human expertise

Even when identity has been addressed, there are still challenges in knowing what to do with the data and insights. This was a dilemma raised by clients in the AI-themed roundtable discussion—when to use machines and when to use people to analyse the data?

Anna Grodecka-Grad, Chief Services Officer at MediaMath, delivered a thought-provoking keynote on this topic. With automation playing a significant role in driving efficiencies and speed, we will see a pivot from “media doers” to “media consultants.” There will be a need for more strategic, actionable expertise. AI will help to mature industry talent.

Other themes that came up around AI were that people’s definition of the term varies—the common understanding seemed to be “connectivity” and the ability to optimise projects and touchpoints. Concerns around data and how to evaluate the accuracy of your data, what to automate and how best to leverage insights were common challenges. On the measurement front, clients are at different stages of being able to attribute their marketing, and questions arose about the ability to measure frequency.

The future of programmatic/emerging channels

The most popular and well-attended session was “the future of programmatic.” With more accurate targeting, marketers are investing in channels like digital-out-of-home (DOOH) and addressable TV (learn more about the latter from a Beet.TV interview with Mike Fisher, our VP/Head of Advanced TV & Video).

Some discussions highlighted the key benefits of emerging channels such as enhanced creativity in the delivery of campaigns, increased efficiencies and the ability to create more visually appealing, meaningful and unique customer experiences. However, there were some common challenges flagged, which seemed to prevent more widespread adoption:

Supply & market forces: These solutions are not being made 100-percent available or feasible from the supply side (too little inventory, programmatic prices too high).
Internal politics: To whom does this budget belong? Which department? Legacy teams feel pressure not to give it to digital.
Measurement: How do marketers best assess KPIs once these channels are brought to digital activation?

As noted by our Director of Emerging Channels Karen Chan in a blog post earlier this year, the best way to get started with new channels such as DOOH is to have the right expectations, creatives and supply strategy in addition to the right partners to help you achieve success with these emerging mediums across your multichannel campaigns.

The opportunity for media agencies to be consultative partners

Another interesting topic of conversation and debate was the role of media agencies.

Brands shared reasons why they are re-evaluating their media-buying models and which model seemed to work best for them. While the role of media agencies will change over time, the fireside chat with our agency clients felt there are significant benefits to strategic involvement of external partners in media buying. MediaMath experts recently authored a playbook “Tech & Talent: Four Models for Managing the Evolution of Your Programmatic Media” which suggests that a triangulation between the three will prove most effective over time.

As Joe stated in his fireside chat at the end of the event, MediaMath is committed to bringing accountability to the industry, and to helping our clients and partners create an environment that is aligned to their needs for brand health and growth. We look forward to welcoming you back in 2020, to see how the industry has evolved, to share what we have been doing about it and to hear your feedback on how we can continue to transform our solutions to meet these needs.

Watch highlights from the event below!

People Trends

MediaMath and the 2019 IAB Leadership Conference: A Rewarding Experience

February 14, 2019 — by MediaMath

In a meeting with Joe Z this week at the IAB Annual Leadership Meeting (ALM) in Phoenix, Arizona, one of our partners dated our relationship by saying, “Seven IABs ago…” It was said with humor, but the fact also communicates the importance of this particular gathering of the IAB and its members to our community. We date our progress and relationships to some degree by the passing of the conferences—and in an industry that moves at lightning speed, that’s saying something.

The IAB ALM was more than an opportunity for marathon meetings. First, it was a chance to recognize some of the great work being done in the industry, including here at MediaMath. Our peers commended our leadership across four areas:

A Service Excellence Award to Floriana Nicastro, Director, Mobile Product Strategy, for helping IAB establish a common framework for “5 Questions to Evaluate Your Identity Partners”
A Tech Lab Service Excellence Award to Charlie Simon, Director, Data Policy and Governance, for his work on the GDPR Commit Group
An Education Excellence Award to the New Marketing Institute
An Award for Overall Sales Excellence for a Small-to-Medium Sales Organization

It was like being Lady Gaga at the Grammys (which happened to be trending on Twitter at the same time we were live-tweeting the #IABALM opening).

But beyond the accolades, for which we were very humbled, we learned and grew ourselves. Conference speakers communicated the important message that we are in a new age of disruption on three fronts. First, direct-to-consumer (DTC) brands have come of age and are disrupting the markets in which they compete as well as the way in which businesses use data. Second, marketers are demanding to get and know more from the advertising and marketing technology that connects them to consumers. Third, privacy is no longer an issue for the legal department, it is an existential challenge that demands the ecosystem’s full attention.

DTC disruption

The main stage at the conference opened with IAB CEO Randall Rothenberg delivering a flawless and well-constructed presentation of the disruptors among us (check out the IAB 250 Report to discover the most important disruptor consumer brands in U.S. economy). He highlighted that DTC brands are growing in ways that outpace incumbents in their market and doing it using data and digital platforms as well as traditional physical infrastructure and linear television. For the programmatic world, these companies are relatively new to the scene, largely dependent on Facebook because it is easy and it is what they know, but they are seeking alternatives and seeing the benefits of trying out different digital paths to consumers. Over time, we believe they will become key demand-side actors in the space, and we aim to serve them.

After Randall’s speech, he welcomed to the stage the founders of the wildly successful DTC brand ThirdLove. Their presentation was interesting because of how data-enriched their service is and the story they tell about how ThirdLove came to be. First the data. It tells you things that are at first counter-intuitive. The brand’s primary customer is not in cities, and it’s not all millennials. The feedback from consumers drives the brand’s product development and sheds light on things ranging from the need for different color undergarments to reflect different skin tones to the importance of women over age 30 seeing themselves reflected in marketing.

For those of us from MediaMath in the audience, we saw a kindred spirit in the young DTC company. It is up against much larger competitors, taking risks, working as a force for good using its product to help women and girls around the world, and investing and reinvesting in its technology as a tool for driving value for customers and employees.

From digital video to digital identity

MediaMath also participated in two important panels at the conference. Mike Fisher, our passionate advocate for all things sight, sound, and motion, participated in a town hall with SpotX, CBS Interactive, Hulu and Sony Crackle about the future of connected TV and digital video. He broke down the need to address digital and linear differently: “Video is video, but getting the right video creative and using the right screen for the right message is what you have to do…screen size matters and engagement matters.”

While Mike was in one ballroom, Danny Sepulveda was in another communicating our passionate commitment to doing right by consumers and the ecosystem when it comes to privacy. Joined by luminaries in the business John Montgomery from Group M, Townsend Feehan from IAB Europe and Doug Miller from Verizon, the group agreed that the business needs to plan for the new California privacy law as if it will go into effect without changes while respectfully advocating for reasonable amendments to the law for the good of the ecosystem as a whole. The panel was ably moderated by the IAB’s man in Washington and an old friend of MediaMath’s David Grimaldi. The other message that the panel delivered was that the ecosystem needs to invest in, rally around and present a better way to design law that does right by consumers without distorting the data-driven economy in favor of one business model or at the cost of creating barriers to independent ad tech’s existence.

Where to from here

No single part of the ecosystem is independent from the others. We work to serve each other—publishers, marketers, agencies and tech providers alike—and when we do it well, information is not hoarded or trapped inside a garden—it is distributed and shared with respect for consumer privacy to serve their market needs. We at MediaMath are committed to that value exchange and are working hard to deliver it within the construct of a mature, responsive and respectful tech stack.

We also know that education plays a critical role in moving the industry forward. It’s fitting that NMI just celebrated its seventh birthday (seems to be our lucky number). Having had an opportunity to connect with industry colleagues and friends during the conference, there seemed to be shared enthusiasm for our commitment to education and the acknowledgment that this industry is complex and fast-moving. Creating a safe space in which to have bold conversations, recognizing where the learning gaps exist and designing a structured educational framework that drives adoption of new technologies and digital transformation are critical components.

Seven IABs from today, we will still be there, having constructed a digital path to consumers that is simple, scaled and accessible to brands, from those with pop-up stores and a quality product of any size to publishers with engaging platforms on which to reach consumers.

About Lauren Fritsky

Lauren is the Senior Director of Content at MediaMath, responsible for creating, executing against and managing the global, data-driven content strategy that informs key themes and messaging across paid, owned and earned. A native of the Jersey Shore, Lauren graduated from La Salle University in Philadelphia with an English degree that she has put to use as a print journalist, trade magazine editor, professional blogger and now content marketer. After a 3.5-year stint in Sydney, Australia and a 4.5-year stint in New York City, Lauren now lives in Phoenix with her husband and two children. She loves to travel, read true crime books and eat all the dark chocolate.

About Daniel Sepulveda

As VP for Global Government Relations, Danny Sepulveda joined MediaMath after spending two decades in public service, including work at the highest levels of the US government. In the Obama administration, Danny served as Ambassador and Deputy Assistant Secretary in the U.S. State Department under Secretary of State John Kerry, where he traveled the world working on high-level initiatives including cyber policy, digital economy, internet governance and human rights. Prior to that, he worked as a senior aide to three US Senators, including then Senators Barack Obama and John Kerry. Danny’s role at MediaMath is focused on shaping, implementing and communicating MediaMath’s policies and practices around the consumer value proposition, privacy protection and public policy.

Trends

2019 Programmatic Trends By the Numbers

January 31, 2019 — by MediaMath

Every year, MediaMath puts out global trends on the digital marketing space from around the globe. This year, we decided to try something a little different with our 2019 Programmatic Trends By the Numbers—an interactive infographic. Users can click into each region or country to see trends specific to that area and also watch some cool animations of the data. Click the graphic below to get started. We hope you enjoy the experience!

Trends

Re-Making the Brand: Prestige Consumer Healthcare

January 30, 2019 — by MediaMath

We’re back with the next installment of our video series “Re-Making the Brand: People, Processes and Partnerships in the Age of Programmatic” in which we talk to marketers about how they are incorporating programmatic into their businesses and the value they are seeing. This time, we sat down with Mark Karlan, Director, Digital Marketing, at Prestige Consumer Healthcare.

“Our Number 1 goal is to make every dollar work as hard as it possibly can,” he said. “Whatever methods and technologies and partnerships we can put in place to do that helps us.”

Karlan said his business, which operates programmatic in a self-service model, is very focused on and supportive of change and has empowered him to bring in the resources he needs to effect digital transformation.

“We are very reliant on the support of our partners which goes a long way in how we make decisions and how we accomplish the ambitious objectives we’ve set out. The combination of technology and talent is really what enables us to be more effective.”

Watch the full interview with Mark below.

Media Trends

2019 Will NOT Be the “Year of DOOH”—But You Can Still Use it in Your Marketing Now. Here’s How.

January 29, 2019 — by MediaMath

We’re almost one full month into the new year, and I’m here to share my thoughts on something: This will NOT be the “Year of DOOH” (like the Years of Mobile, AI and Attribution before it). Yes, the global DOOH market is expected to be worth more than $5 billion by 2022. Yes, DOOH is increasingly going programmatic. As OAAA Chief Marketing Officer Stephen Freitas points out, “In many ways, a screen is a screen, so DOOH fits into the programmatic ecosystem very well. This is an advantage for brands, because linking DOOH with online provides complete exposure within the consideration funnel.”

Yes, brands that start testing DOOH programmatically on a multichannel platform see all their campaigns across all channels in one centralized location, and can leverage the insights from each channel to inform the other. Marketers using DOOH for brand awareness can enlist mobile location partners to pass back mobile device IDs to inform which user to then retarget after seeing their OOH ad.

So, while programmatic DOOH is building scale and functionality, and the industry as a whole is pushing for standards and technical specs, the “new” medium is still very young. But just like a toddling infant, DOOH is finding its footing as the best alternative to reaching audiences without infringing on customer privacy. And while I don’t think DOOH will be the big trend of 2019, there should be nothing stopping marketers from testing and incorporating this medium into their multichannel campaigns.

How to get started

There are three things to consider when getting started with DOOH.

Understand what can be done today: DOOH is different than other digital media in three ways. First, it’s a one-to-many medium, so one DOOH ad will most likely be shown to many people. Second, there’s lack of attribution tied to users who saw the DOOH ad because DOOH runs on non-personal devices—and, therefore, is not linked to a cookie or device ID. Third, as mentioned above, while the IAB, DPAA, OAAA and other trade groups are working on standards for DOOH, the current state of the medium lacks standardization in creative size and length, operational setup, reliance on real-time bidding or caching and more. This should not be a deterrent from trying DOOH—but you need to know what you’re getting (and getting into) upfront with the medium.
Confirm you’re not already using it: Seems crazy you wouldn’t know if you’re running DOOH, right? But some supply partners and demand-side platforms will run DOOH as connected TV because the former runs through a TV or connected device. That’s not CTV because, remember, DOOH is not tied to a personal device or household. So, don’t be fooled!
Check yourself (your creatives and deal types, that is): To really start using DOOH in your campaigns, you’ll need to confirm if you have DOOH creative or if you need to build custom creative. Because of the lack of standardization in the marketplace, each media owner runs DOOH differently and accepts different creative formats. Some media owners will run DOOH as static display banners, while some might need those static images formatted as a non-moving video VAST tag. Some media owners will help in reformatting existing creative for their screens.

It’s important to note that most DOOH campaigns run via private marketplace (PMP) deals instead of on the open auction to ensure approved creative is used and that not just any advertiser can run on a publisher’s screen. Creative must be vetted by each media owner to show adherence to municipal and government signage laws if in public places that not only vary by region and country, but also by specific towns and private venues and landlord regulations. Setup of DOOH campaigns varies by each media owner and SSP as well, so make sure to follow the correct process.

DOOH shouldn’t be daunting to execute with the right expectations, creatives and supply strategy. The right partners will also help you achieve success with the medium across your multichannel campaigns. Clients that partner with MediaMath can rest assured that we will meet their goals for reach and brand awareness while continuing to drive innovation and standards across the DOOH space in addition to other channels and technologies.

Trends

MediaMath Recognized in Gartner’s Critical Capabilities for Ad Tech Report

January 22, 2019 — by MediaMath

MediaMath announced today that it has been recognized by Gartner, Inc. in its inaugural “Critical Capabilities for Ad Tech” report, a companion to the “Magic Quadrant for Ad Tech” report published in October 2018.

“We’re delighted to have received the highest product scores in two of four uses cases, Campaign Setup and Campaign Piloting, in Gartner’s November 2018 Critical Capabilities for Ad Tech report. MediaMath also tied for second highest score in Media Plan Creation and received the third highest score in Campaign Results Analysis,” said Dan Rosenberg, Chief Marketing and Strategy Officer at MediaMath. “We believe it’s a testament to the innovative work we’ve done together with partners and clients over the last 11+ years. As we head into 2019, we will continue to collaborate with the ecosystem to build the next generation of architecture that connects marketers to their audiences in a way that is more effective, transparent and responsive to consumer needs and wants.”

The Critical Capabilities for Ad Tech is a market research report prepared by Gartner analysts that evaluates the functional product capabilities of ad tech companies. “Critical capabilities” are “attributes that differentiate products/services in a class in terms of their quality and performance…Each capability is then weighted in terms of its relative importance for a specific product or service use cases. Next, products/services are rated in terms of how well they achieve each of the critical capabilities…This Critical Capabilities research is an assessment of vendor capabilities based on past execution through July 2018, and future development plans.”

MediaMath was recognized by Gartner as a Leader in the 2018 Magic Quadrant for Ad Tech. We were also recognized as a Leader in both the Demand Side Platform and Data Management Platform categories by Forrester in 2017.

*Gartner, Critical Capabilities for Ad Tech, Andrew Frank, Lizzy Foo Kune, James Meyers, Eric Schmitt, 28 November 2018. Gartner, Magic Quadrant for Ad Tech, Andrew Frank, Lizzy Foo Kune, James Meyers, Eric Schmitt, 11 October 2018.

Disclaimer:

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

People Trends

5 Key Takeaways from CES 2019

January 18, 2019 — by MediaMath

The fact that CES takes place at the very beginning of the year makes it a great event for taking a temperature check of the sector and using those insights to set our intentions for the year ahead. Partners, clients, prospects, brands and thought leaders all highlighted the two big trends in our world that we believe are undeniable and unavoidable. One, giant walled gardens are devouring digital budgets and gatekeeping access to audiences to the frustration of everyone else in the ecosystem. Two, the open web faces renewed scrutiny of longstanding structural inadequacies that hinder its growth and also frustrate marketers, publishers, partners and consumers. These two realities leave marketers, partners and independent publishers on the open internet and consumers with two poor options.

We walked away reaching the conclusion that as a participant in the independent digital marketing supply chain as a whole, we and our partners must continue to innovate and serve the best interest of the stakeholders that matter. More specifically, we took the following five lessons away from CES:

The Consumer Electronics Show is a marketing event, and going was more than worth it. CES organizers realized that the advertising and marketing technology community were gathering organically at CES every year and created a dedicated space for us. They called it C Space. And it works. There are also panel discussions on hot topics. According to CTA, 87 percent of Fortune 100 companies had a presence at C Space. Instead of bouncing from coast to coast to meet with key partners and stakeholders, we could do it in one place while simultaneously getting a sense of the larger zeitgeist.
Transparency, relationships and serving those relationships matter as much or more than the technology: Repeatedly, we heard in meetings and in the halls a strong desire for adtech companies to continue to mature to begin systemically serving the needs of marketers and their partners and publishers more quickly and with a true service mindset. We see this as creating “transparency to build trust” in the ecosystem. The sector can no longer expect marketers to spend money on advertising delivery mechanisms and tools that they do not understand and that provide no useful data back to them on meaningful business metrics and where spend goes. Additionally, partners and brands must be able to customize for their competitive needs as well as bring their own investments into play with ad tech solutions across identity, cognitive intelligence and supply. But they also demand personal attention and speedy solutions in response to inquiries. Adtech in general can also no longer expect that publishers will just sit back and allow ad spend to be siphoned off without good cause as it travels through the ecosystem to them. Every actor and partner in this ecosystem matters. We communicated that at CES, and we intend to continue to live it as a company.
Identity is the key to serving consumers, and what matters is serving consumers, not just channels: CES was replete with discussions and deliberations about how to construct identity-based solutions for marketing, even as the pursuit of relatively new channels, from connected TV to cars, was excitedly discussed. We communicated our strategy to enable brands to respect and be relevant to the consumer by supporting the development of a single view of people, not devices, and an observed behavioral understanding. For that understanding of the consumer to be useful, it must be both accurate and portable as well as respect the rights of the user. People were excited to hear that the core of our identity graph is deterministic, while allowing for you to choose to expand further by activating probabilistic as well as brand and partner data. Accuracy in behavioral understanding is also important, which is why our MediaMath Audiences are based on observed actions, allowing us to ensure advertising experiences are mapped to these consumer actions vs. delivering poor, generic, disruptive experiences with too broad, third-party audiences that are not efficient uses of a marketer’s investment. And we are equipped to deliver in the multi-channel environment.
Privacy was everywhere. From Apple’s clever, if not misleading, billboard that read “What happens on your iPhone, stays on your iPhone,” everybody, especially in the government and thought leader discussions, was talking about privacy. Respecting the boundaries of what collection and distribution of information is necessary for effective marketing—without being intrusive or disregarding the wishes of consumers relative to how they want to be seen and approached—is becoming table stakes for adtech businesses. And government is moving to make it illegal to do business any other way.
Teams win. One of the joys of traveling with such a large team of MediaMath colleagues is getting to know each other, our partners and client brands and working together in an intense setting in various environments. In fact, of particular use for building a teams win strategy and one of the oldest ways of affirming relationships is to break bread together. We did that. And for the record, it was delicious.

Trends

19 Programmatic Trends for 2019

January 4, 2019 — by MediaMath

“We are riding the crest of a wave of technology that is changing the world of advertising and how people relate to the brands they love. It’s great.”

Our founder and CEO Joe Z’s parting words for 2018 will ring true in the new year as marketers the world over shift more spend to programmatic, streamline budgets across channels instead of treating them as silos and more heavily invest in channels like addressable TV. Read below to see our list of 19 programmatic trends for 2019 from around the world.

The US accounts for 58% of global programmatic spending, or US$40.6 billion, making it by far the largest market. (Zenith)
Almost 80% of programmatic ad spend will go to mobile ads—instead of desktop—in 2019. (eMarketer)
Canada is projected to surpass $1 billion in mobile ad spend for the first time in 2019, with an increase of 18% year over year. (PubMatic)
Canada is becoming a major programmatic video ad spend market, with a projected 24% year-over-year growth in 2019. (PubMatic)
By 2019, the majority of the nearly $19 billion in additional ad dollars expected to go to programmatic display in the US will be put into private marketplaces and programmatic direct. (eMarketer)
The percent of programmatic ad spend allocated to mobile in the UK will increase to 86.5% in 2019, compared to 60.6% in 2015. (eMarketer)
Programmatic ad spending in Germany will reach €1.66 billion ($1.83 billion) in 2019, up from €1.44 billion ($1.59 billion) in 2018. (eMarketer)
Digital video advertising transacted programmatically in the UK will increase to 75.7% in 2019. (eMarketer)
German agencies predict that addressable TV will see the most growth in digital ad spending in 2019, reaching about 17%. (FOMA and BVDW)
In 2019, outlays on programmatic trading in France are expected to reach €920.6 million ($1.02 billion). (eMarketer)
Indonesia is the fastest-growing digital advertising market in the world, with an expected increase of 26% in 2019, followed by India, with an expected increase of 20%. Both are home to large populations of increasingly digital and mobile users. (PubMatic)
China is the second-largest market for programmatic spend globally, at US$7.9 billion. (Zenith)
APAC’s overall market for digital and video ads will be worth $US19 billion by 2020, with programmatic taking a 36% share. (Boston Consulting Group)
Thailand is predicted to be the top fastest-growing country in the Asia-Pacific region for mobile ad-spend growth in 2019, with a 40% change from 2018. (eMarketer)
Total digital advertising spend in South Korea is expected to jump 11% from $4.4 million to $4.9 million in 2019. (Statista)
Latin America is home to three of the world’s most dominant digital advertising markets. In 2019, there are projected year-over-year increases in spend of 15% for Mexico and 13% for both Brazil and Argentina. (PubMatic)
Brazil will be the second-fastest-growing programmatic digital ad market in annual terms in 2019, becoming only the seventh programmatic market to reach a billion-dollar valuation next year, with a 45% increase year over year. (PubMatic)
Peru is predicted to be one of the fastest-growing countries for mobile ad spend growth in 2019, with a 55% change over the prior year. Chile comes in close second with a 51% change from 2018. (eMarketer)
Mexico is expected to reach $5.15 billion in ad spend in 2019, with mobile accounting for 26.5% of the spend. (Global Ad Spending Update, eMarketer, p.4)

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