How do you see programmatic disrupting the ecosystem and advertising spend in the year ahead?
We’re already seeing greater adoption of programmatic advertising solutions by brands, which we expect to continue to grow exponentially in the next three years as the marketplace develops. There has been a big shift in the perception of programmatic inventory, changing from being viewed as cheap and remnant ad space, to premium and highly targeted. Sophisticated data targeting and streamlined buying are main drivers for why brands are increasing programmatic budgets. It will no longer be a question of 'if' but 'how' programmatic advertising technologies will be embraced. A lot of programmatic revenue has been driven by advertisers’ performance budgets, I believe that growth in the next few years will be driven by workflow automation, which will allow marketers and publishers to trade more efficiently linked to better, often publisher-driven, data.
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