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Readers of Marketing Land are surely aware of the opportunity with programmatic advertising, whether from the excellent MarTech Landscape Series or your years of experience. The benefits of programmatic are clear: Using data and technology increases efficiency and improves campaign performance. The next big question, though, is how to actually do it.
You’ve probably seen the Display Lumascape. This chart is the most referenced visual I’ve ever seen from people describing the display advertising space. It categorizes the hundreds of ad tech companies in the ecosystem and how they relate to one another. Not for the faint-of-heart (or the eyes). The good news: We have more choices than ever. The bad news: We have more choices than ever.
For people who live and breathe digital marketing, there’s probably not a nook or cranny where you can escape the word “programmatic.” For anyone who’s managed to find one of those crannies by living under a rock, let me bring you up to date. Programmatic buying is a big deal. It’s projected to account for 67 percent of all display buys in 2016, according to eMarketer.