“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by David Kohl, president and CEO at TrustX.
News flash: The shiny new object is no longer shiny – or new.
Programmatic advertising – the industry’s perpetually new thing – is roughly a decade old. Early ad networks and exchanges such as Google AdX, AppNexus, PubMatic and Rubicon Project started deploying programmatic RTB software between 2007 and 2010. Growth in the sector has been staggering. Since programmatic advertising went mainstream, digital media spend climbed from $32 billion in 2011 to $90.4 billion in 2017, and a whopping 85% of digital display advertising will be traded programmatically by the end of 2019, according to eMarketer.
But here’s the rub: The advertisers who foot the bill are getting too little in return.
Continue reading at AdExchanger.