Spring 2015 Programmatic FINAL

《Spring 2015 Programmatic FINAL》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、Programmatic2015ThePathForwardMay20151LukeStillmanluke.stillman@magnaglobal.comVincentLetangvincent.letang@magnaglobal.comTableofContentsNewChallengesStreamliningAdTechStreamliningDataProgrammaticTelevisionPrivacyViewabilityCPMsbyCountryCPMsbyMarketDevelopmentCPMsb

2、yVerticalAboutthisDocumentTheMAGNAGLOBALProgrammaticIntelligenceseriesispublishedtwiceayear.Thespringpublicationcoversthemostimportanttrends&driversoftheglobalprogrammaticmarketandhowMAGNAexpectsthosethemestoplayout.Thefallpublicationgivesanupdateontheglobalsizeand

3、growthoftheprogrammaticmarketbycountryandmediaformat.2KeyFindingsNewprogrammaticdriversin2015focusonprocesssimplification:1)Theprogrammaticecosystemwillbestreamlinedasfewer,butmorecomprehensive,adtechpartnersareused.Thelargestconsolidatedadtechmajorswillthriveinthi

4、senvironment,aswillsmallstart-upsthathandlenewancillaryserviceofferings.Mid-sizedspecializedfirmswillstruggle.2)Themostvaluabledatawillbecomethatwhichcanbeusedtobothidentifyandtargetconsumers.Thebroadestpervasivelogindata(Social,Email,dominantservices)atoneendandth

5、enarrowestcustomizeddatasets(CRM,EDW,websitevisits,pixelconversiondata)attheotherwillthrive.Databrokersandotheraggregatorsthatextrapolatenarrowsetswillstruggle.3)Servicesthatsupportthegreatestnumberofformatsanddeviceswillbeprioritized.Asprogrammaticcampaignsoperate

6、acrossmultipledevices,digitalformatsandultimatelyallmediaAppendixformats,companiesthatassistinunifyingtheseoperationswillthrive.Single-device/formatofferingswillstruggle.EarlyEvolutionofProgrammaticTV:PerspectiveMAGNAexpectsthatAudienceBuyingandHouseholdAddressable

7、programmatictelevisionincombinationwillrepresent4%ofTVbudgetsthisyear,increasingto17%ofTVbudgetsby2019.Cadreon’sUSProgrammaticTelevisionPenetration20%15%10%5%ProgrammaticCPMs0%20152016201720182019AudienceBuyingHouseholdAddressableProgrammaticinventoryisincreasingin

8、quality:ReturningTrendsProgrammaticCPMsincreasedin2014asaverageinventoryqualityincreases.Thistrendwillcontinueaspublishersgrowmorecomfortableoffe