Programmatic advertising still has to become widely accepted amongst companies, since there are various hoops to jump through in order to get “on board” with certain programs. However, Google’s private markets could possibly lend a hand when it comes to getting brands paired up with digital ad technology, according to Adweek.
Part of the reason programmatic has yet to catch on is due to the automation of purchases digital ads, which everyone isn’t quite crazy about due to a lack of direct control, particularly when it comes to setting up details in a campaign.
According to Google’s Neal Mohan, vice president of display and video ads, however, creativity is starting to perk up in the market, and private marketplaces, driven by the web company, could provide opportunities to finally grasp a program that works for said brands. “There is a sense that advertising technology and creative ads are at odds, but I don’t see it that way,” he explained. “Technology is something that should fade away and empower creative agencies to do what they do best: find ways to connect brands with consumers.”
Through the company’s DoubleClick Bid Manager, business managed to make twice as much from last year, mainly due to brands accepting the programmatic strategy. “There is more of a convergence of programmatic and brand building,” explained Mohan.
With the new system, marketers don’t have to worry so much about bidding high amounts at auction for ad space, instead working with web publishers and buyers to create a relationship where it would be pre-generated.
“The folks that are doing it well are the ones going after ad budgets that are not available in the open auction markets,” said Qasim Saifee, senior vice president of monetization for OpenX. “So publishers are talking to the buyers with brand-oriented dollars that are not going through open auctions.”
eMarketer estimates that with the program, programmatic ad dollars would show a hefty increase from $8.6 billion to $20 billion in just two years’ time.
With the program, companies like Tory Burch, Cadillac and CBS have had no trouble creating their own private marketplaces, according to Mohan – a business practice that is likely to pick up as more people accept programmatic advertising. “Programmatic is coming up more and more with each of our clients,” added Azher Ahmed, director of digital operations for DDB Chicago. “But there’s still a lot of testing and learning that needs to be done.”
