Harmelin Digital Reviewer: Veranika Dzeruzhynskaya
Ginny Marvin presented a study that shows large gaps between advertisers who said they use programmatic and those who say they understand how programmatic works. According to Ginny Marvin 29% of the digital ecosystem is using programmatic while knowing very little about it.
What this means for marketers: Right now there is a paradox of high usage and low understanding of programmatic. Agencies need to improve their skills in programmatic because 44% of advertising professionals said they have little or no understanding about how programmatic works. It is important to educate and inform advertisers about programmatic, the advantages in comparison with other digital media and how Harmelin can help improve campaigns by using this technology. According to Magna Global, programmatic global spend will increase from $29.3 billion in 2015 to $61.9 billion in 2018 and 37% of respondents believe this media will be dominant in digital advertising in the future. It is crucial to improve understanding, transparency and trust in programmatic.