Our partner, MediaMath, recently sponsored a whitepaper with the Winterberry Group entitled, “Programmatic Everywhere? Data, Technology and the Future of Audience Engagement”. The whitepaper’s goal was to provide substantial evidence of the prevalence and rapid adoption of programmatic methods within the digital marketing industry.
Among the findings were many statistics on the growth of real-time bidding practices, with 85% of advertisers saying they are deploying real-time bidding practices, and 64% doing so “aggressively”.
The whitepaper also explored the important question of why programmatic buying is growing at such a rapid rate, finding that 63% of publishers are interested in programmatic because of a need to achieve “operational efficiencies”, a common goal of all brands. On the other side of the bidder, 55% of advertisers say their interest is born from a desire to “effectively engage” with target audiences across digital properties.
At LiveIntent, we couldn’t agree more: Operational efficiencies and finding your target audience are key in creating a successful campaign. Our goal is to be one of the most efficient channels for reaching the right person, with the right ad, on the right device, at the right time, at the precise moment they are paying the most attention.