April, 2019 saw over 1,200 programmatic professionals from publishers, brands, agencies, media companies, and technology providers descend on San Francisco for AdExchanger’s Programmatic I/O conference. Programmatic trends, issues, and best practices were covered by industry leaders, researchers, and analysts from the buy and sell side at a variety of sessions, panels, and workshops throughout the two days of the conference.
We were honored to be a sponsor and share in the conversations and planning for the year ahead—and a big year it is shaping up to be. Lauren Fisher from eMarketer reported that 74% of advertisers plan to increase spending on programmatic channels with native, video, mobile, and social seeing the biggest growth. However, mobile’s share is starting to fall with that spend instead going to connected TV.
She also made an interesting point about relationships in the industry; that brand safety, preferential treatment, and adherence to privacy laws and regulations are the most sought after qualities in partners. And that finding supports the growing dominance of programmatic direct deals over open market and private marketplaces. With that said, each programmatic deal type has its own respective strength and ideal fit within a publishers monetization strategy. Properly understanding the inventory-deal-type-UX relationship is one of the most valuable ways we can help publishers navigate this busy year and hit their revenue goals.
In one-on-one conversations, we found that publishers are not just looking to better manage their programmatic data, but all advertising data, including OMS integrations, social campaign performance, email and other direct-related activities.
As publishers get a better handle on their programmatic data, they want even more information and demand even better analytics tools to investigate unique situations and test out new strategies. Long gone are the days of programmatic activity being siloed from other revenue channels—and if Programmatic I/O provided any clues, a maturing programmatic business brings with it a strong desire for a holistic revenue solution.
If you’re interested in a complete revenue analytics solution, we can help. With over a decade of experience in digital advertising analytics, industry-first Smart Connections™, and powerful visualizations and dashboards, we can get you on the path to fully optimized yield no matter what hurdles the future holds. Contact Us ›