As Programmatic Advertising becomes the new normal, how can advertisers create greater consumer engagement and publisher ensure greater return? - 4 0 16; 5 Journal of Digital & Social Media Marketing. 5:1 (Spring 2017) . pp. 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. 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 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: 2 -- 0; 6; PROGRAMMATIC ADVERTISING -- ADVERTISING TECHNOLOGY -- REAL TIME DATA; 20; 2