Programmatic-Industry Trends for 2016 - Part 1

It is believed according to the experts, that there is a difference between the launch of new technology in United States and rest of the world is about 06 Months. For example, if there is discussion about view-ability, native ads or active view of ads, then after 06 months it will be available in rest of the world.

The difference at the beginning of the use of technology was about one year. Industrial trends are now quite a lot, and they are too differentiated. Experts choose the most basic trends for international market as well as local market, which are either already beginning to develop, or is about to take possession in the minds of the tech industry.

Educated Market and Client

The level of knowledge of clients’ programmatic-technologies is becoming significant with advertisers (large and small) who are well aware of how the system works and what pitfalls it hides. Although some experts still believe DSP magical black-box-technologies, most everything is laid out on shelves: targeting specific sites tested, the use of black lists, monitoring view-ability, no blind trust audience segments, etc.

The trend is very positive, it deprives DSP dubious opportunity to sell "a pig in a poke" and helps the market to become more transparent.

Transparency of the Market

The second trend follows from the first: the industry is confidently moving towards transparency in infrastructure and especially DSP - like websites where advertising is displayed, and the level of prices. The customer wants to see the entire value chain DSP (Demand Side Platform), and who earns how much, for what you have to pay and why. Not a quick process, but DSP gradually begin to "open up."

For example, two years ago, it was normal to sell RTB (Real Time Bidding) without access to inventory, that is completely lacking information on what sites will advertise a maximum - a breakdown by SSP (Supply side Platform). Now this format of work is simply impossible. Modern DSP should not only show the traffic sources, but also to help block suspicious sites on the content and source (SSP), which sell this inventory. It often happens that the same well-known site is available in several SSP, but only one of them sells legally resell the rest of the same equipment at a premium. Often this SSP may not know, because they get the traffic through partner advertising networks (ad networks). Thus DSP can deal with the resale of traffic.

At the same time, despite the existing problems, the quality of the traffic is also increasing rapidly. It is very important to the interaction between a DSP and SSP. For example, GetInent does not wait for the advertiser itself block suspicious websites, and creating a blacklist of websites with negative traffic, and the list is constantly updated, allowing you to provide customers with real working sites and reduce the number of fraud.

More and more companies are beginning to dominate the self-service DSP, which means the greatest possible openness. This year has been made great progress, but still the majority of DSP are still not providing full information to customers.

Transparency price

There is a real revolution in pricing. In the United States right now is difficult to imagine a major contract without disclosing margin DSP-vendor, that is, the customer signs a contract, which stipulates that the DSP-platform takes a margin of a certain size.

Two paths for the DSP

Margin DSP is rapidly declining. Therefore, the DSP remains the choice of becoming a major and universal platform or niche, which is either to make a volume or expertise in one area, or, for example, be a DSP to the farm market or real estate.

The emergence of a large number of RTB-vendors

DSP-platform is very difficult to develop all parallel set of programmatic-technology, so there are vendors that specialize in specific service: antifraud create algorithms, develop viewability and brand safety.

This is an important trend that partly develops the entire industry because RTB-vendors who specialize in a specific task, solve it much higher quality. Begins to develop a complete B2B-programmatic-services market: Vendors selling their services to large DSP, ad tech companies or brands directly.

On the other hand, it increases the overall value of programmatic-technology, because these vendors charge an additional fee for its service.

GetIntent in this matter goes against the market, and the company has all of the technology developed independently. Many clients (even the largest) are very sensitive to the price of traffic and are not willing to pay more, but in the US the company is focused on small and medium sized agencies.

There is a growing amount of data

There are more precise data about users, based not on the sites you visit, and on a particular (often off-line) data.

There are two parallel processes:

First, DMP (Data Management Platform) learn more properly aggregated and processed data,

Secondly, DMP marketplace converted to different sets of auditory data.

For example, take a network of pet stores. Its owner collect certain information about the interests of customers. Such data (of course, anonymous) can be sold to a major DMP so that advertisers can they targeted.

It appears very flexible infrastructure: the owner of the data is easy to sell and the customer - easy to buy.

The most striking example in the US - is BlueKai, the largest US DMP, which simply evolved marketplace. The company has its audience segments, as in the classical DMP. Also, the interface can select and purchase data from other suppliers. This interprets BlueKai full information about suppliers, time and place of data collection and the price takes a certain commission when buying customer data. In addition to quality and very niche targeting increased customer confidence to the information received, since all the information about them is open source.

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