Programmatic shows no signs of slowing down, so it's time we understand exactly what it means for us as marketers.

Why it is Important

We all need to get our heads around programmatic media, and fast. It is a term we are going to hear more and more over the coming months and years, and is forecast to be a big part of the future of our industry. A recent Pulsepoint survey found that 61 percent of buyers will purchase digital media programmatically in the next 12 months, while eMarketer predicts U.S. programmatic digital display ad spending will reach $10.06 billion in 2014, and then double again by 2016. Alister Adams, vice president of content and innovation at Publicis, has been quoted as saying, "I can’t imagine a world where we aren’t buying almost everything programmatically in the next two to three years, including video, radio and television."

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