What is programmatic video?

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In March 2014, the Association of National Advertisers and Forrester made a report with very interesting data. It turns out that only 23% of marketers know what programmatic advertising is and 12% have never heard of it. Fortunately, the picture has changed for the better by now.

Spending on digital programmatic video is growing exponentially this year. According to research by eMarketer, programmatic advertising was spent $630 million in 2014, budgets have increased to $2.91 billion this year, and in 2017, digital programmatic video is expected to grow by 65%, with annual budgets totaling $7.43 billion.

If you are still among those who are not aware of what is happening, then you should seize the moment and urgently study all aspects of programmatic video.



In a nutshell, programmatic video is the process by which a media buyer can instantly and easily target and pay for video impressions on the internet. Just as programmatic impressions did away rich people data with insertion orders, direct resale, and guaranteed bids, programmatic video represents the dissolution of the old way of thinking about online media buying.

Let's say your target audience is young people aged 18 to 25 who have a stable income and you want to show ads to them on YouTube. In this case, you can use programmatic advertising to target the audience by demographic indicators without the intervention of a third party, such as an ad seller.

Buyers and planners want liquidity and accessibility to content on advertising platforms, this is one of the main requirements and programmatic video can provide this. Automated buying systems and advertising platforms can sell and buy advertising without any human intervention, which by the way reduces the growth of the price of the advertising itself. This development is the inevitable conclusion of the 20-year era of old digital advertising. Since the time the first video ad was published, this ecosystem began its rapid evolutionary path to its zenith of development!