These are the trends in programmatic advertising
We were out and about for you at d3con. We found out about programmatic advertising and caught up on the latest developments in digital advertising.
Experts from the field of programmatic advertising meet annually at d3con in Hamburg. The conference is aimed at data experts, decision-makers and specialists from various industries who deal with data-driven solutions and strategies in the marketing and digital advertising of tomorrow.
What is programmatic advertising?
Programmatic advertising is a method of digital advertising in which advertising space is bought and placed automatically and in real time by a platform. This is done using automated processes based on data and target group analysis technologies to facilitate and optimize the purchase and targeted use of digital advertising for advertisers.
Essentially, this means that programmatic advertising enables advertisers to reach their target group precisely and place ads in the right place and at the right time. Programmatic advertising can take various forms, such as display ads, video ads, native ads or social media ads.
10%
10 years ago
85%
Today
Use of digital advertising and programmatically bookable advertising space Advertising space then and now.
What topics is the industry discussing in the field of programmatic advertising?
Real time: Programmatically booked advertising space aims to be more efficient and more focused in its approach to target groups. However, there is still a bit of a problem with real-time. If you book "programmatic cinema" with Weischer, for example, you have to wait around 48 hours before the ad is actually played. And that's fast in comparison!
"Programmatic Cinema" from Weischer: The world's first programmatic cinema advertising service was launched at the end of last year. More than 950 cinemas are now programmatic.
This means that the target group for cinema films is determined from a mixture of the media panel and the use of geotracking. The Demand Side Platform (DSP) "Procon" then establishes the connectivity. And in the final step, the advertising unit is then played in DCP in the cinema in "real time".
Follow the Money: There was much discussion at d3con about where advertising budgets are actually disappearing to. The market for advertisers is quite opaque, as many players are involved in the individual steps of the complex advertising genesis. This also leads to non-transparent payments, so that on average up to a quarter of the advertising budget "seeps away". A clearer structure and the use of AI tools should remedy this situation.
