• by Jack Loechner , Staff Writer, March 17, 2016

According to a new report from EMarketer, marketing technology is getting greater attention from marketing professionals, but many in the industry are often uncertain about how to apply it to their business. According to research from Rocket Fuel, says the report, the two marketing technology trends likely to see more activity in 2016 are programmatic buying of TV and data management platforms (DMPs).

Programmatic buying is poised to make inroads with traditionally non-digital channels like television, says the report. Senior-level agency and marketing professionals, responding to which channels they planned for programmatic buying in 2016, finds that TV showed the highest gain, as 24% of respondents said they planned to buy TV programmatically in 2016, a growth of 11 percentage points over 2015.

DMPs, the platforms which help businesses aggregate marketing information from across a variety of channels, were mentioned as a very or somewhat-interesting technology to learn about in 2016 by more than 90% of respondents, higher than any other technology. Programmatic TV was tied for second place, notes the report.

 For additional information from eMarketer, please visit here.