Programmatic moves towards a more exclusive future

It’s not a secret that the programmatic buying is expanding rapidly across the digital advertising ecosystem, and beyond. In June 2014, a survey by AOL found that 84% of ads from American executives surveyed used programmatic to purchase display ads, while six in 10 use technology to buy mobile ads.Spending is up through many channels. Respondents indicated they plan to increase investments in programmatic display, video and mobile ads in the next six months. While 8% of respondents said they were already buying TV ads through programmatic, 12% said they intended to spend in this area in the coming months.The publishers, brand advertisers and agencies reported a number of benefits that programming technology has.Allie Kline, the Marketing Director of AOL platforms, said that the speed with which programming technology has been adopted by publishers and advertisers has been through a number of platforms, as well as its potential to transform the digital ecosystem.She also stated that the program should be considered as a technology that could “match the right brand with the right editor”. It is not only a tool to get the best possible deals on inventory.