Buyers favouring programmatic for convenience, relevance and variety

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 11, 2021, 4:00 PM UTC

Marketers, brands, agency media planners and buyers are ready to turn 54% of their ad spending into programmatic buy.

With programmatic, buyers can target multiple channels and platforms on a single platform, with a single buy. It also eliminates the need to negotiate with individual publishers, courtesy bots and algorithms that find buyers their best match.

Additionally, buyers can now end up with a single bill that accounts for ads in multiple places, saving brands time in consolidated reporting. As viewing habits increasingly favour streaming channels, platforms and websites, programmatic help buyers insert video in spaces popular among audiences.

 Programmatic also help brands capture data like personal behaviour and customer website history in real-time. This, in turn, enables buyers to offer relevant ads. Businesses can then alter campaigns, even mid-campaign, include A/B ad content testing and optimise ad performance.

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