PubMatic, the programmatic advertising platform company for leading publishers, today released the 2015 Programmatic Outlook Report, which looks beyond the tactical side of programmatic to address the broader technical, business and social implications of this approach to selling and buying media.
The Programmatic Outlook Report examines the most pressing issues that will shape marketing this year. Highlights from the report include:
・A view into the business strategies to navigate the “walled gardens” of media tech titans.
・A look at the power of open platforms that enable publishers to deliver the best content to their audiences.
・A discussion on enabling advertisers to track and measure their campaigns consistently, regardless of the device on which they are run.
・Best practices for succeeding in mobile.
“There is no better time to have a serious conversation about where programmatic is going and how it will impact the marketing and media ecosystem,” said Rajeev Goel, Co-Founder and CEO, PubMatic. “Programmatic has moved beyond just transactions and RTB. It is now changing the entire workflow for advertising buys. It is branching out into more ad formats like mobile, video, native and audio. And it is touching both direct and indirect sales channels and reaching more consumption channels, from desktop and mobile to connected TVs. Undoubtedly, programmatic will play a role in accelerating new digital channels such as wearables or even self-driving cars.”
The Outlook Report includes an in depth look at the issues around brand safety and brand control, with emphasis on the steps needed to combat this serious industry challenge and the collaborative efforts that industry parties have taken to date in order to self-regulate and create a fraud-free environment.
The report also features examples of real-life programmatic strategies that have created value for publishers. It also reveals the best practices for mobile advertising and a look ahead to shift from descriptive to prescriptive analytics.
“Publishing will continue to thrive only if it benefits all involved, which means advertisers, media buyers, publishers, and consumers,” said Kirk McDonald, President, PubMatic. “The future of the industry depends on delivering relevant content and advertising to engaged audiences no matter what device they are using. This is at the heart of the promise of programmatic, and what we’re striving to help our customers achieve every day.”
The 2015 Programmatic Outlook Report is available for free download at: www.PubMatic.com/Outlook
PubMatic is the technology platform that powers the programmatic advertising strategy of leading publishers and premium brands. Its innovative solutions help content providers drive the highest value for their digital media assets and provide consumers with a more personalized advertising experience across display, mobile and video. PubMatic’s One Platform, proprietary technology, and advanced mobile capabilities are utilized by a global roster of comScore publishers. Pioneering online auctions for the buying and selling of media through Real-Time Bidding (RTB) and Private Marketplace (PMP), the company also works with hundreds of advertising partners. Ranked by Deloitte as one of the fastest growing companies in the US Internet sector in 2012, 2013 and 2014, PubMatic has offices worldwide with headquarters in Redwood City, California.