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The Future Of Programmatic: 2017 And Beyond

Writing for Econsultancy, a trio of "experts," Chris O'Hara, Head of Global Marketing, Krux (Salesforce DMP); Emily Macdonald, Head of Programmatic, International, DigitasLBi; and Tom Wright, Head of Programmatic, Tomorrow TTH, gazed into their crystal balls to come up with some predictions. O'Hara sees the "democratization" of data science coming in 2017: "We will start to see the evolution of data science applications as they become more embedded in platforms—'AI layers' that leverage machine learning within platforms, and make things like user scoring, propensity modeling, lifetime value (LTA) analysis, and next-best action recommendations less manual and more automated." McDonald sees the merger of ad tech and martech accelerating as evidenced by the "massive spending spree by martech companies like Oracle, IBM and Adobe, as they grew their market share via acquisitions, plugged tech stack gaps, and invested in areas such as Artificial Intelligence for smart CRM." She noted that the acquisitions included programmatic ad tech companies like TubeMogul and Krux, which made "programmatic a key part of the conversation." Wright sees a programmatic "halo effect" evolving in 2017: We'll see "programmatic media buying cement itself as an infrastructure that paves the way for traditional channels, such as TV, to move into a programmatic format capable of learning, optimising and reacting, considerate of data made available from other programmatic enabled formats," according to the Econsultancy roundup.

Read the whole story at Econsultancy »

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