Advertising Age has posted an article rounding up an Advertising Week panel called: "Programmatic TV, Advertising's Next Great Frontier." The panelists predict that programmatic buying will account for up to 5% of TV buying in 2015, up from about 1% right now, with "more rapid adoption in the coming years."
The Wall Street Journal has posted a CMO Today article titled: "Welcome to (Programmatic) Advertising Week," writing that Advertising Week now "seems like it is aimed at the I.T. department."
"Videology's chief executive Scott Ferber has said that agencies have an opportunity to add value to client spend to help them grow their buying power within the programmatic space," writes The Drum.
Joanna O'Connell, director of research at AdExchanger Research, this week penned an article in response to Martin Sorrell's recent comments that he believes the trend of brands taking programmatic tech in-house and foregoing the use of agency trading desks is a "temporary phenomenon."
According to the Wall Street Journal, WPP's CEO Martin Sorrell believes marketers taking programmatic tech in-house and running their own ad-buying teams is a trend that won't last.
Videoplaza director David Muehle told Beet.TV in an interview that he believes programmatic video is "two to three years behind" display.
Adweek has reported that GumGum, an in-image ad provider, and Xaxis have partnered to sell in-image ads via programmatic.
"Ad agencies trying to lure marketers to use their programmatic ad units were tempted by short-term revenue gains at the expense of long term client relationships, one analyst says," writes the Wall Street Journal. "And now agencies are paying the price."
Chris Louie, VP of product leadership for advertising effectiveness at Nielsen, wrote an article posted by Advertising Age outlining how brands should measure programmatic campaigns.
Jeff Haley, CEO of Marketron, wrote an article on AdExchanger contending that programmatic will be a "big part of the future of radio," calling it a "natural extension of sharing audience information between seller and buyer."