When this technology was first introduced, it really started as a way for publishers to clear their remnant inventory. It was a tool that allowed impressions that would otherwise go un-served to call creative and increase revenue for publications and sites. The beginning of the programmatic revolution was focused on helping publishers, not marketers. Because of this, it unfortunately got a bad reputation from the get-go.
As technology has evolved and this process has matured, creative marketers have taken it to places we've never seen before. Programmatic is now a process that can help all major verticals of the industry from brands, agencies, vendors, and publishers. The way in which programmatic is used has evolved greatly, and we now understand the breadth of what is possible using this method. Several technology players have invented lightning fast ways of buying programmatically and bidding in real time that span not just display, but social, search, and even video. This has given marketers a fast and strong ability to sell the whole range of inventory in extremely targeted ways.
Unfortunately, early stigmas tend to stick and while education is a good way to work past them, the real antidote for programmatic poison has been the results. We're moving out of the teenage years with this method and into adulthood. As a result, it's increasingly becoming the standard for many players. The ROI speaks for itself and time saved is invaluable.
And no, robots are not taking your job.
Few understand advertising evolution and trends like Carl Kalapesi, VP of industry initiatives for the IAB. He speaks to iMedia at thinkLA's Programmatic Summit about where these myths began and how far we've come.
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Article written by media production manager David Zaleski and video edited by associate media producer Brian Waters.
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