programmatic advertising

Four key programmatic trends from 2017

2017 seems like it may prove a somewhat seminal year for programmatic advertising.

Ahead of a lengthier take on what 2018 might hold, our experts take a look at four key trends from this year.

directions

Where is data-driven marketing headed in 2017?

‘Data-driven’ is one of those terms which seems unnecessary for marketing. Surely all marketing uses data to some extent, so why does there need to be a distinction?

As marketing increasingly moves to digital platforms, however, the concepts behind the term ‘data-driven marketing’ have become distinguished from more traditional marketing and even have their own vocabulary.

The future of programmatic: 2017 and beyond

2016 was certainly not a dull year for advertising.

There are still big questions to be answered about media agency practices, transparency and effectiveness.

All the while, adtech technology and data management becomes more sophisticated. So, what does 2017 and beyond have in store?

Programmatic in China: Seven things to know

It goes without saying that the Chinese display advertising market is huge and evolving quickly.

With the number of smartphone users comfortably exceeding 500m in 2016, Western brands in China are experimenting with programmatic to increase their reach.

Here are some key points about Chinese programmatic for the newcomer.