In our final column from the IAB’s Display Trading Council for 2015 we asked our council members to give some opinions on the trends that became apparent over the course of a year which, if our Media Owner Sales Techniques research is to be believed, will see the UK pass the tipping point of 50% of all display being traded programmatically. Richard Beattie, SVP Commercial, EMEA – Mediamath, shared the following:

“In 2015 investment in technology was top of the agenda, with over three-quarters (77%) of businesses increasing their digital marketing budgets. To get the best return on their media spend organisations need to think holistically, running omnichannel campaigns to provide a cohesive customer experience. Businesses continue taking steps towards this level of organisational sophistication and have begun to integrate marketing teams to accommodate a new way of working towards shared objectives.”

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