(By Dominic Trigg, Vice President and Managing Director, Europe) As digital marketing continues to innovate, the challenge for marketers is keeping abreast of technological advances in order to take advantage of the new opportunities available. It’s no secret that programmatic buying and real-time bidding have 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.
In my opinion, programmatic buying is the most exciting development in digital marketing industry so far this decade and it still has a long way to go. So what is programmatic buying and what can it do for you? Read entire article here>