{"id":300978,"date":"2019-07-25T04:00:00","date_gmt":"2019-07-25T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/why-programmatic-is-on-the-up-uk-innovation-summit\/"},"modified":"2023-07-27T10:04:06","modified_gmt":"2023-07-27T10:04:06","slug":"why-programmatic-is-on-the-up-uk-innovation-summit","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/why-programmatic-is-on-the-up-uk-innovation-summit\/","title":{"rendered":"Why programmatic is on the up &#8211; UK Innovation Summit"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">It\u2019s a subject that has had its ups and downs &#8211; so what better topic to tackle at our recent IAS UK Innovation Summit? We took to the stage earlier this year with Omnicom Media Group Programmatic, Shpock and AppNexus (a Xandr company)to discuss the meteoric rise of programmatic.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Programmatic Panel - UK Summit 2019\" src=\"https:\/\/player.vimeo.com\/video\/337584448?dnt=1&amp;app_id=122963\" width=\"640\" height=\"360\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Over the past year, programmatic technology has undergone a further evolution, both in its functionality but also in its perception. The Innovation Summit panel of programmatic experts from every corner of the ad ecosystem\u00a0 discussed the challenges, opportunities and shared learnings about the latest advancements. The resounding message was that programmatic is growing up, in all the right ways.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Clementina Piazza, Programmatic Director at IAS, set the scene by highlighting how, whilst some data may seem to reflect direct buys as under performing, it is in fact evolving. The panel of programmatic professionals discussed the top three reasons why this might be:<\/span><\/p>\n<ol>\n<li><b>A buying shift<\/b><span style=\"font-weight: 400;\">: desktop viewability rates in UK programmatic buys are now higher than direct buys, but this may be down to a major shift in the way the industry is transacting on media. The panel agreed that the growth of viewability rates in programmatic was in part due to now being able to transact via guaranteed buys alongside non guaranteed buys, plus, having better frequency management. They discussed how this can result in incremental reach for clients and technology partners.<\/span><\/li>\n<li><b>Growth of video<\/b><span style=\"font-weight: 400;\">: brands are now seeing increased effectiveness of video content and consequently, creating greater volume of video content, particularly homepage takeover video formats. Consequently, the panel highlighted, there is much more inventory available that is of a higher quality. The panellists discussed how the quality of programmatic inventory is now comparable to that for direct buys, and they saw this particularly with programmatic video campaigns<\/span><\/li>\n<li><b>Increased attention to measurement<\/b>: The panel were delighted to hear that discussions about measurement of programmatic, including viewability, are now being brought to the attention of the C-suite &#8211; something never expected five years ago. The panellists happily concluded, that today, the message that programmatic is effective and measurable is getting through. The result? Programmatic is becoming the place for brands to be.<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Programmatic is enabling a better sync between those that supply inventory and those that want to buy. The progress we have seen in programmatic means that this automated buying method is becoming the de facto for brands and publishers. Whilst it has had its criticism, programmatic is now certainly on the up. It\u2019s seen as the apex of digital advertising which we can all look forward to seeing how it next evolves.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">To find out more about IAS\u2019s programmatic offering, please head to <\/span><a href=\"https:\/\/integralads.com\/solutions\/open-web\/\"><span style=\"font-weight: 400;\">our website<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s a subject that has had its ups and downs &#8211; so what better topic to tackle at our recent IAS UK Innovation Summit? We took to the stage earlier this year with Omnicom Media Group Programmatic, Shpock and AppNexus&#8230;<\/p>\n","protected":false},"author":1,"featured_media":293507,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[283],"tags":[],"class_list":["post-300978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-programmatic-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why programmatic is on the up - UK Innovation Summit - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/why-programmatic-is-on-the-up-uk-innovation-summit\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why programmatic is on the up - UK Innovation Summit\" \/>\n<meta property=\"og:description\" content=\"It\u2019s a subject that has had its ups and downs &#8211; so what better topic to tackle at our recent IAS UK Innovation Summit? 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