Daniel Yomtobian – Talks about the State of the Programmatic Advertising Sector
January 16, 2021 at 09:30 AM EST
When it comes to advertising technology, programmatic has emerged as one of the most important developments in this field and a designated key driver of future growth for the industry.
Los Angeles, CA - January 16, 2021 /MarketersMedia/ —
As digital keeps on growing its share of total advertising spend, marketers need to learn how to work with new formats and achieve success through their creative endeavors.
When it comes to advertising technology, programmatic has emerged as one of the most important developments in this field and a designated key driver of future growth for the industry. As defined by the Digital Marketing Institute, “Programmatic ad buying […] is the use of software to buy digital advertising. Whereas the traditional method includes requests for proposals, tenders, quotes, and human negotiation, programmatic buying uses machines and algorithms to purchase display space.” The results of this automation are a hugely expanded reach, far greater transparency, advanced targeting, sharply improved relevance, real-time reporting, and data insights. Given these benefits, it is hardly surprising that programmatic has become one of the fastest-growing ad market segments, and once the global economy returns to normal, spending in this area should quickly recover, according to Daniel Yomtobian. It will probably take slightly longer to reach the levels forecast in the pre-pandemic days, but growth is inevitable, especially with the additional boon provided by the arrival of 5G and the continuous launch of direct-to-consumer streaming services.
In 2019, the market for programmatically sold advertising topped $100 billion in value, according to Zenith. The company forecast an increase to $127 billion, with another $20 billion added by end-2021. Moreover, it projected that the share of programmatic within total digital media spend would rise from 65% in 2019 to 69% in 2020 and cross 72% in 2021. Commenting on the outlook, Zenith global brand president Matt James said, “The ongoing death of the cookie means that the industry needs to rethink the way we design targeting and personalization while respecting consumers. High-quality, first-party data is more vital to the success of programmatic marketing than ever before.” James also highlighted a number of issues, noting, “Although programmatic ad spend continues to grow at double-digit rates, it is being hindered as the industry struggles with privacy and supply-chain challenges. Once these challenges have been addressed, programmatic marketing has the potential to accelerate again during the next decade.”
Starting out as a web designer, Daniel Yomtobian quickly realized that his true passion was online advertising. Considered a pioneer and innovator in this space, he has dedicated himself to helping advertisers and publishers maximize their ROI and successfully monetize their solutions. In 2014, C-Suite Quarterly described him as a “…young leader [who] will continue to play an important role in shaping the online world of tomorrow.” Daniel Yomtobian studied business marketing at California State University-Northridge.
Daniel Yomtobian Bio – Business Marketing Maverick: http://www.DanielYomtobianBio.com
Daniel Yomtobian Comments on Projections for Mobile Advertising Spend: https://news.yahoo.com/daniel-yomtobian-comments-projections-mobile-153500279.html
Daniel Yomtobian Examines the Outlook for the Digital Advertising Market:
Video URL: https://www.youtube.com/watch?v=J2fvpsHCFg0
Release ID: 88993697