 As programmatic advertising becomes the new normal, how can advertisers create greater consumer engagement and publishers ensure greater return?Tony Bishop Journal of Digital & Social Media Marketing, 2017, vol. 5, issue 1, 6-17 Abstract: According to eMarketer, the vast majority of US digital display advertising dollars (82 per cent) will ‘flow through programmatic pipes’ by 2018.1 In the UK, meanwhile, programmatically traded adverts will account for more than 75 per cent of all digital display advertising spending by the end of 2017. The ability for marketers to increase the efficiency of their marketing efforts instead of a spray and pray approach to mass advert purchasing is going to help the industry. Consumers will be less likely to block adverts if they believe they are valuable to them. In addition, businesses can increase engagement and acquisition cost efficiencies. The marriage of real-time data to drive contextual relevance and deliver instantly tailored messaging is forcing innovation in the advertising technology marketing space and brands need to be on top of this to ensure their advertising is embraced-not rejected-by consumers. Keywords: programmatic advertising; advertising technology; hyper-personalisation; real-time data; dynamic creative optimisation; log-level data (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2017:v:5:i:1:p:6-17 Access Statistics for this article More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications |
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