Trading of online ads using “programmatic” techniques – that is, data-driven or automated – is booming, with eMarketer forecasting the technology will account for 72% of all US digital display dollars by 2017.

But programmatic is also changing. What once was just a more efficient way to trade ad inventory is now also taking on new capabilities.

“Programmatic has been very science-driven, treating humans as if they were equations,” Cadreon programmatic SVP Marc Lomas acknowledges, in this video interview with Beet.TV.

“But now we’re seeing programmatic move up the (marketing) funnel. We’re getting art men looking at the infrastructure an ego ‘how do we use programmatic to tell better stories?’”

Lomas calls the emergence “programmatic creative”, “the fusion of creative strategy and media strategy that adapts to consumer signals in real-time with the inclusion of data”.

Cadreon is IPG Mediabrands’ technology unit, operating its own Audience Measurement Platform (AMP).

A year ago, the outfit teamed up with video ad tech vendor TubeMogul to create a new platform for automating TV ad buying.

Lomas says smartphones can provide consumer signals to inform ad buys on TV and elsewhere.


This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.