Finally, automation is here, and there’s little doubt it is fundamentally changing our industry, powered by sophisticated yield optimisation algorithms and platforms offering the ability to bid on each impression served.
So, can we finally throw away our manually generated insertion orders, and book every campaign systematically? Can media owners connect up their platforms to the cloud, and walk away? Will market forces replace expensive sales people?
As RTB accounts for only 12% of display trading, it’s clear there’s still a long way to go. Certainly, automation is growing rapidly, but it’s still fair to say that most automated campaigns are focused on the lowest value inventory.
Similarly, the vast majority of inventory traded in automated systems is still considered remnant and would be otherwise unsold.