The Efficient Evolution of Programmatic or Premium Buying Systems

The emergence of programmatic premium as a cross-platform strategy is a technological evolution that provides increasingly more accurate and advanced methods of collecting, analyzing, and interpreting data to allow for immediate actions in real-time. It all began as search tools that helped to manage bids on keywords. Search buying has now become even more elaborate and sophisticated, evolving to a Real Time Bidding (“RTB”) environment thus allowing multiple buyers to bid for ads to reach specific users just before the ads are actually served. With the technological explosion of gadgets, consumers now navigate their way in a digital world. In 2012, RTB accounted for nearly 3 percent of all U.S. display advertising spending, with 34% of all display advertising revenues projected to come from RTB by 2017. The advertising and marketing formulas are being increasingly tested by fast-paced, algorithmic bidding systems that target individual consumers rather than aggregate audiences. Tracking consumers wherever they go via clickstream data, demographic data, behavioral data, and many other first-party and third party data points serve to bring into focus a clearer picture of the individual consumer who will view the ad.