According to Zenith’s Programmatic Marketing Forecasts, 67% of the world’s digital display advertising will be traded programmatically by 2019. In the same year, the value of advertising sold programmatically will rise to US$84.9bn.
In the advertising industry, automation has been used to deliver personalization better than humans can for the past few decades. Machines are taking over many traditional marketing activities and thanks to artificial intelligence, the process of automatization of advertising have evolved faster than ever before. Programmatic buying and selling have been one of the key areas impacted the most by these rapid enhancements in technology.
Before programmatic, the process of digital ad-buying took place between people who had to negotiate agreements between their own criteria for ad selection or placement. The process was time-consuming and often expensive without reliable results. Programmatic replaced the human factor in this process, using high-speed data and algorithms to make the decisions for them. Thanks to that and buying are more efficient, cheaper and faster. Machines can execute an entire process in microseconds. The end results are reliable and they can work 24/7 across the globe.
“The programmatic ecosystem has evolved significantly in only a few years. Personalized retargeting in particular has driven the fastest growing segment of digital advertising. Automation can bring advertisers closer to their goals and personalized retargeting (based on deep learning) can boost record results”, said Cătălin Emilian, Country Manager RTB House.
Read More at The Original Article: redteastories.com
