NEW YORK, NY–(Marketwired – Nov 5, 2013) – The explosive growth and widespread adoption of the programmatic approach to media buying by both advertisers and publishers is indicative of a transformative shift in the ad technology industry. In fact, 85% of advertising panelists currently participate in programmatic, a figure that is expected to grow to 91% within the next two years, according to research outlined in the new white paper from the Winterberry Group and MediaMath.
"Programmatic Everywhere? Data, Technology and the Future of Audience Engagement," developed from the insights of more than 260 executive-level marketers, publishers and technology developers, provides a snapshot of how major media players are applying programmatic strategies today. What was once defined almost exclusively as 'automated media-buying,' programmatic is proving to have much more potential, influencing a wider range strategies and engagement tactics including audience segmentation, targeting, insight development and content optimization.
To download the white paper, click here.
The paper also presents the five emerging trends that are shaping the evolution of programmatic and its noteworthy benefits to marketers, publishers and consumers, while also recognizing some of the roadblocks hindering even more robust adoption.
Through its TerminalOne Marketing Operating System™, MediaMath strives to make digital marketing professionals more efficient and successful. It was therefore essential to participate in Winterberry Group's research initiative to help better understand what drives marketers' practices and the common challenges they face, all while supporting technological innovation within the industry.
Based in New York with 12 locations across five continents, MediaMath develops digital marketing technology and offers deep industry expertise, enabling marketers to connect with consumers individually and at scale across the entirety of the world's digital media. MediaMath's TerminalOne Marketing Operating System™ enables marketers to customize their own technology infrastructure and leverage their data and industry data in the planning, execution, optimization and analysis of digital marketing programs, resulting in smarter decisions that grow their business. Powering the operations for thousands of marketers, including those representing 55% of the Fortune 100, TerminalOne enables its users to drive transformative business results across the entire digital ecosystem.