Finding the right fit in the programmatic space

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As mobile and online continue to redefine advertising’s topography, programmatic buying and selling is rapidly emerging as the next big thing for publishers and advertisers.

Automated programmatic technology offers a new more efficient way to navigate the ever-ballooning online advertising ecosystem, enabling marketers to easily and definitively reach engaged and relevant users with the help of data-driven insights and real-time bidding.

By 2015, it is projected that 67% of digital and mobile advertising will be bought programmatically. The incentive is simple: In an increasingly fragmented media buying world, programmatic offers an effective turnkey solution for advertisers. For publishers, it means replacing the slower direct selling of inventory with lightning-fast trades in a real-time marketplace, while offering strategic cross-channel insights that engage valuable users.

In a recent Whitepaper, “Finding the Right Fit in a Programmatic World,” Yahoo discusses its dual role as publisher and ad platform. It highlights its initiatives when it comes to developing innovative technologies and ad formats that capitalize on mobile trends and programmatic capabilities, while also ensuring publishers can continue monetizing inventory under their current business model.

With programmatic ultimately giving rise to a marketplace that Whitepaper authors describe as “more nimble, more responsive, more flexible and that offers more format alternatives for a better user experience,” it is proving to be a powerful tool for marketers.

The IAB and the Direct Marketing Association predict that still-evolving programmatic offerings will help marketers operate at a more sophisticated level, with precise consumer targeting, content optimization, better customer satisfaction, improved customer retention and insight development.

Marketers simply define their budget, their audience and their goals, while the technology filters variables in real time to come up with a precise campaign buy that will deliver the desired ROI. Programmatic does away with the guesswork and the headaches, allowing marketers to reach engaged users and shape consumption habits.

These days, reaching engaged consumers is increasingly about optimizing mobile capabilities. As the whitepaper emphasizes, “consumers see smartphones as their co-pilot in life, a virtual extension of their bodies, converting thoughts, needs and wants into action.”

It’s important to recognize that desktop copy rarely translates well to mobile. And, as more content is consumed via mobile, publishers and advertisers must keep this top of mind by optimizing shorter, device-specific copy and graphics to fit the mobile experience. The alternative is to risk turning off their targets.

Studies show consumers want content that enhances, rather than disrupts, their mobile experience and developing advertising that leverages mobile’s unique capabilities is essential. Native advertising, for instance, is particularly effective: With paid content that assimilates into the design of the publisher’s overall site, the efforts offer consumers an enriching and engaging experience that’s not at all jarring.

As Adam Cahan, SVP mobile and emerging products Yahoo, explains: “In the early stages of the platform shift to mobile, the conversations revolved around our industry’s inability to match the advertising performance of desktop with the real estate of our mobile devices. In short, we were trying to port. With native ad formats, we re-imagined our ads to match the content and context of our user’s experience and unlocked the opportunity in mobile. With the addition of our programmatic marketplace we’ve made it easier and more scalable for our advertising partners to drive creativity and deliver performance. ’’

For more information visit Advertising.Yahoo.Com

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