As an industry, focusing on commoditised technology as a competitive advantage is the fastest way to the bottom. What we’ve collectively established is that automated trading desks create low costs for low-value impressions, and that without human intervention these platforms can become a marketing minefield. Well done. Programmatic buying is only as strong as the people manning the controls and at the moment we’re on collective cruise control as marketers drive agency costs down for a specialism that takes hours to deliver. This, in turn, has led to issues with agency transparency.
According to TubeMogul, New Zealand’s programmatic video advertising market grew nearly three-fold the fourth quarter of 2014, with video ads available for real-time buying jumping 210 percent to 260 million auctions, from 90 million in the third quarter.