MERCADEO Versión en español
85 percent of big brands to increase digital marketing budget
Patricia Molina| 13 de noviembre de 2013
Industria digital sigue evolucionando
The digital era is changing the way marketers buy advertising space. The Internet offers a multitude of new choices that brands are using to get close to consumers and increase their coverage.The technologies for the programmatic buying of digital advertising space are the order of the day, and the latest study taken by IAB, together with the Winterberry Group, confirms it. The results indicate that 85 percent of digital advertisers purchase ad spaces using these technologies and the trend seem to be on the rise.Website publishers are becoming aware of this coming boom and an increasing number are jumping on the bandwagon every day. At present 72 percent of them have programmatic tools and it is expected that in the next two years, this percentage will grow to 83 percent. The rise of programmatic buying and the inherent operational efficiencies it promises offers a positive sea change for the entire digital industry said Patrick Dolan, executive VP and COO at IAB. But, if were going to take full advantage of programmatic buyings potential, it is incumbent upon the industry to overcome barriers to its success. The findings in this paper point to agreement on programmatics incredible benefits across the board, and now the industry needs to coalesce around some key issues in order to further its prospects said Jonathan C. Margulies, managing director of the Winterberry Group.To read the complete report, visit the {IAB;www.iab.net/programmaticwhitepaper} website.
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