Technology is changing the media-buying landscape. The term "programmatic" is growing in popularity but often lacks consistent definition. On 11/4, we met at Rubicon Project for a top line overview of what programmatic is and what it isn't. Here are the takeaways from the team at Rubicon Project…
1. Automation is not the future, it’s the present.
2. The machines won’t put people out of work; relationships and negotiations are still needed, though execution becomes
easier and performance gets better.
3. Buyers and sellers both benefit – this is not a one-sided solution.
4. Automation isn’t new – in fact, advertising is late to the party.
5. Programmatic originally focused on unsold inventory but has matured into premium, high-valued placements and audiences.
How creative can marketers get with programmatic?
Will fraud be the death of programmatic
The 3 biggest marketing attribution challenges
How is the IAB addressing programmatic?
3 practical ways publishers can protect programmatic inventory
4 key ways programmatic is transforming marketers
Will last-click attribution ever die?
2 programmatic misconceptions you need to reexamine
3 simple ways to ease programmatic into your strategy
How did programmatic get a bad rap?
Understanding programmatic accountability
The 5 fastest ways to alienate online audiences
How USA Today Sports entered the programmatic video space
Thank you to our host:
And to our instructors:
Ed Carey, VP, National Sales, Rubicon Project
Michael Gellar, Sr. Director - Central, West, & Canada Head of Sales, Buyer Cloud, Rubicon Project
Trent Beckley,Director, West Coast Sales, Rubicon Project
Elvin Kawasaki, VP Digital Group Account Director, Initiative
Jennifer Dodez, Account Director - Programmatic Solutions, Edmunds.com