$ 42 Bn
$ 23.1 Bn
Category Intelligence on Programmatic Buying and Digital Asset Management covers the following
Reduction in transection cost for both buyer and seller, opportunity to enhance monetization, effective targeting of ad campaigns, coupled with transparency involved in the automated buying process, is paving the way for tremendous growth of programmatic buying.
The US will continue to lead this pack. Mobile banner and video ads will attract maximum dollar spent in the coming years
- Opportunity to reduce transaction cost
- Enhance monetization opportunity
- Improve efficiency of ad campaigns by using consumer data
Overall Media Cost under Outsourced Model
Mobile Rich Media and Video Ads
A DMP is a centralized DMP that allows the user to create target audiences based on a combination of in-depth first-party and third-party audience data. It helps in accurately targeting campaigns to these audiences across third-party ad networks and exchanges and helps them measure with accuracy, which campaigns performed the best across segments and channels to refine media buys and ad creative over time.
Receive marketer's first-party audiences: Some vendors enable publishers to receive audiences of first-party data from marketers—in a privacy compliant way—provided that the marketer is on the same platform. The publisher can then target the precise audience the marketer is interested in and charge a premium as a result.
Segment audience data: By leveraging DMPs, marketers can effectively segment and analyze their target audiences by analyzing their own first-party data as well as supplemental third-party data. As they analyze the gathered visitor data (industry, interests, purchase history, etc.), marketers can develop audience segments and sell those segments to advertisers or other media buyers, enabling them to target consumers that fall under each segment category.
Understand your audience to increase CPMs: A good DMP will come with preloaded third-party data. A publisher can then use that data to unlock insights about her readers that could increase the value of those impressions.
Reduces waste: Marketers can use the tool to identify audience with the same demographics sourced from multiple touch points and avoid repetitive data, resulting in a more efficient budget allocation among media and data vendors.
Data security: Some vendors offer data protection enabling publishers to monitor potential data leakage.
Personalization: DMP can be used to personalize client's website and the subscription sign-up flow.
Audience analytics: The third-party data in the DMP can be used to better understand what type of users drive their most popular content.