Programmatic has experienced meteoric growth over the past few years, but multiple questions persist at all levels of the ecosystem.
At the 2015 Millennial Media Partner Summit, I moderated a panel on programmatic with Mark Balabanian (VP of Business and Corporate Development, Turn), Bruce Kiernan (Sr. Director, MEC), Elgin Kim (Programmatic Revenue, TuneIn), Mike Lombardi (SVP of Domestic Sales Consumer and Enterprise, WeatherBug), Jennifer Lum (Co-Founder and CSO, Adelphic), and Jennifer Scheel (Account Director and GM, Amnet), and all offered their insights.
Key takeaways from the discussion included:
- Self-serve buyers enjoy the customization, control, and performance of programmatic.
- Mobile programmatic has seen tremendous growth in the past few years, and has reached scale both on the supply and demand sides.
- Transparency makes buyers and publishers feel confident in programmatic.
- Video ads are expected to see huge growth in the coming year, particularly across data-rich premium inventory.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.