Programmatic marketing guide

Programmatic marketing continues to grow across the digital media landscape, with eMarketer predicting as much as £7.9 billion will be invested in programmatic media buying in the UK in 2021. This report shows the different elements to programmatic media buying, from a data-led approach through to the platform required to deliver this type of campaign.

We've obviously moved through a turbulent time of late, and that is reflected in the IAB's findings. Advertisers paused campaigns and shifted ad spend from traditional to digital media during the last year as spending confidence and economic activity plunged. This shift resulted in an overall 12.2 percent increase in digital ad revenue last year compared to 2019.

With that said, a rebound has been seen. Of particular interest were programmatic ad revenues - which grew by $14.2 billion, representing a 25% increase YoY.

Now more than ever, marketers involved in paid media decisions will need a good understanding of the principles of programmatic to run digital marketing campaigns that meet the goals and objectives of their organization.