(By Dominic Trigg, Vice President and Managing Director, Europe) It's no secret that the programmatic buying of display ads on multiple devices has changed the face of the digital media market recently. According to IDC, spending on real-time bidding for display advertising will accelerate at a growth rate of 59% through to 2016, making it the fastest growing segment of digital advertising over the next few years. Additionally, an IAB study found that, within two years, 91% of advertisers and 83% of publishers expect to be using programmatic.
The success of programmatic buying is widely known and the industry is now looking to what is next. Facebook, Twitter, mobile, video and TV are all avenues being explored for programmatic advertising campaigns, however my belief is that we are about to see a widespread adoption of ‘programmatic branding’ in this space. Read entire article here>