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Magna Global announces the launching of a new edition of the report on Technologies for Programmatic Advertising
Cristian Vergara| 4 de junio de 2015
Magna Global, the investment unit in media of IPG Mediabrands, announced the launching of Technologies for Programmatic Advertising.The new analysis will cover three topics: Optimization and consolidation of the ecosystem, increase in CPM rates for programmatic transactions and the initial development of “programmatic” and advanced advertising on TV.According to the agency, the development of the global programmatic market and the ecosystem in 2015 will be motivated mainly by three aspects: less use of technological partners, greater importance of data sets and priority of services that are compatible with the biggest possible amount of formats and devices in relation to specialized offers.On the other hand, as they foresaw in 2014, the current levels of CPM in each market are closely related with the level of development of the programmatic market due to the availability of a greater participation of inventory (specially of the inventory that is at the top of the value chain) for programmatic purchase.Lastly, they highlight that beyond digital media, the rest of the “traditional” media categories are being affected by automated purchase and data based methods. Programmatic TV (purchase of audience and directionality to homes) will have a growth that will span from 4% of this year´s budget for TV up to 17% of the budget for TV for 2019.
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