Programmatic advertising should handle complex media-buying decisions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 22, 2019, 11:29 AM UTC

Programmatic ad spending to grow annually by 36% to $81 billion by 2021.

This article cites a study conducted by the 4A’s (a trade group) and The 614 Group which revealed that 90% of media professionals believe the purpose of advertising automation must be to handle more complex media-buying decisions and to go beyond using algorithms, artificial intelligence and machine learning to replace manual tasks.

Additionally, 62% of respondents believe programmatic infrastructure to be underpinning all data-driven marketing. Further, 77% of respondents consider the most important function of programmatic to be to provide better accuracy for cross-device campaigns and that audiences, not just devices are being targeted.

58% of executives stated attracting and retaining the right talent as one of the biggest challenges of in-housing. 41% think the in-house talent will find it tough to keep up with the latest in ad tech.

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