Programmatic advertising platform PubMatic (which was highlighted as one of Website Magazine's Top 50 Digital Ad Brands of 2014) has released a report examining the technical, business and social implications of "programmatic" in buying and selling media.
The Programmatic Outlook Report addresses some rather important topics including how publishers can grow and evolve, what the industry should do about fraudulent advertising, and how to deliver optimal mobile experiences to consumers.
“There is no better time to have a serious conversation about where programmatic is going and how it will impact the marketing and media ecosystem,” said Rajeev Goel, Co-Founder and CEO, PubMatic. “Programmatic has moved beyond just transactions and RTB. It is now changing the entire workflow for advertising buys. It is branching out into more ad formats like mobile, video, native and audio. And it is touching both direct and indirect sales channels and reaching more consumption channels, from desktop and mobile to connected TVs. Undoubtedly, programmatic will play a role in accelerating new digital channels such as wearables or even self-driving cars.”