How programmatic will fuel a more successful media ecosystem
Sponsored content: As we approach the annual Year Ahead conference, Craig Tuck, MD UK at RadiumOne, shares his views on the UK's programmatic future...
The rise of programmatic media continues unabated. eMarketer predicts that UK programmatic spend will reach £2.46 billion in 2016, compared to £1.8 billion in 2015 - an uplift of 37%. Meanwhile, the IAB UK predicts that 75% of the digital market will be traded programmatically by 2017.
With agency holding groups like Dentsu Aegis aiming to trade media 100% programmatically by 2020 there is 'plenty of skin' still left in this particular part of the media game. Better efficiencies and smarter audience targeting are simply too good for agencies, brands, publishers and tech providers to ignore and so momentum continues to build.
Here are my key trends to watch out for in 2017...
Programmatic is evolving at a rapid pace globally. Whilst no single expert can predict the future there is no doubt it is becoming better understood across the industry supply chain, delivering more inspiring stories and business solutions for brands and has - or certainly will - become the de facto trading mechanism for media.
New and exciting job roles will evolve from this technology revolution, smart data will become even more valuable and I firmly believe the future is very bright for those brands that fully embrace the world of the programmatic powerhouse.
However, the growth of programmatic doesn't mean the death of human planning or creativity. This isn't an "either or" situation. It's about how one enhances the other (1 + 1 = 3) - a bit like the TV vs online debate; it's not that one is better than the other, it's that "they work better together".