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AUTOMATION AND INDUSTRY GROWTH
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:
Key Concepts as Automation Evolves:
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:
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
Market Education and Clarity
Solving Operational Issues
For more information on the IAB’s work on programmatic marketing, please contact Benjamin Dick, [email protected]
Additional Resources Include:
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