Automation and Programmatic

Programmatic Upgrade: Why OpenRTB 2.3 is More than Just Native 1


Despite the complexity of today’s digital supply chain, automation will continue to refine buying and selling processes and shift attention to higher-value marketing and advertising functions. Automated platforms and services can continue to drive industry growth through increasingly relevant and effective advertising, flexible publisher monetization opportunities, and enhanced consumer experiences.

Download An Evolving Framework for Advertising Automation (V1.1)

The term “programmatic” has become ambiguous shorthand for some or all of a diverse range of platforms, tools, and processes in digital advertising. Now that automation via software and data has become the de facto means of executing digital and disruptive to most industries – understanding and evolving the roles and utility of each component involved in automation is critical to ensuring an effective marketplace.

Instead of relying on the false dichotomy of defining overall buying and selling practices as “programmatic” or not, IAB recommends acknowledging the broader and deeper implications of automation on the media industry, and proposes a framework rooted in the digital supply chain processes and tasks that can be partially or fully automated. The aim is to provide a common vocabulary and structure to:

  • Promote informed conversations among buyers, sellers, and vendors – supporting evaluation, negotiation, and activation of platforms and tools that can enable effective advertising
  • Highlight areas where automation hasn’t yet been enabled, beyond the scope of what may have been considered “programmatic” historically
  • Support consistent benchmarking of marketplace sizing, investment, and attitudes

Key Concepts as Automation Evolves:

  • Transparency
  • Data Quality & Identity Resolution
  • Inventory Quality
  • Brand Safety
  • Ad Effectiveness & Marketing Intelligence
  • User Experience
  • Organizational Alignment & Staffing

Read more in “An Evolving Framework for Advertising Automation” or email us at [email protected]

Programmatic buying and selling of advertising, real-time bidding (RTB), automation, and the buying and selling of digital media are changing rapidly. Approximately 20% of all digital advertising is sold by one machine talking to another machine—and growing rapidly. This creates significant opportunity to create efficiencies and new markets—and continue to drive advertising dollars to digital. However, it also raises potential implications and concerns for both the buy and sell-side in the digital advertising ecosystem, including:

  • There is significant confusion in the marketplace over terminology regarding programmatic, RTB, programmatic direct, programmatic premium, and other terms being used interchangeably;
  • Many emerging technologies are creating significant value but there is also a lack of clear technical standards to ensure interoperability across different platforms;
  • Buyers and sellers are concerned with the limited transparency and proliferation of vendors involved in the programmatic transaction; and
  • Programmatic raises internal organizational challenges for publishers, agencies, and brands alike—especially for publishers and their existing direct sales teams in regards to commissions, incentives and training.

To help ensure that programmatic creates value for the entire marketplace and continues to drive advertising dollars to digital, IAB has developed a programmatic agenda focused on  building market clarity and education in the programmatic landscape, and working on solving operational issues.

Download Programmatic: Overview

Download Programmatic: SalesForce Models

Download Programmatic: Need for Transparency

IAB Programmatic Activities

Market Education and Clarity

  • Working with premium publishers to establish market clarity and education around the programmatic ecosystem
  • Conducting thought-leadership research study, with Winterberry Group, to provide an effective roadmap to “programmatic” capabilities
  • Identifying and addressing mobile programmatic issues

Solving Operational Issues

  • Digital automation – standardize, implement, & support adoption of common datasets for IOs, media plans & invoices
  • Open RTB – Supports development of OpenRTB specification
  • Ensure that QA Guidelines reflect updated programmatic disclosures

For more information on the IAB’s work on programmatic marketing, please contact Benjamin Dick, [email protected]

Additional Resources Include: