[AdTech] has been very well-defned. It grew out of ad agency and media agency involvement – it’s the digital transformation of traditional advertising.
- Scott Brinker, Founder of chiefmartec.com, Chair of MarTech Conferences
Programmatic advertising – that is, data-driven automated purchasing of digital display ads across multiple channels - has expanded exponentially over the past three years. Its evolution is clearly intertwined with the explosive growth of mobile devices as a marketing tool.
By adopting programmatic marketers, advertising agencies and ad tech market players (DSPs, ad networks, ad exchanges) derive a variety of benefits. For example, programmatic buys typically end up being a fraction of the cost of traditional ad purchases, making limited budgets go farther. Programmatic also makes delivering the right message to the right audience at the right time easier, facilitates campaign planning and fine-tuning, and can dramatically increase audience engagement with the advertiser’s message.
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