Being a highly sought after Media blogger, I get asked all the time to come to this conference or to join that webinar. I’m also flooded with News and Updates that have conflicting stats and are largely superfluous.
This for example came to me in a “Programmatic Advertising” webinar evite. It began:
“Hi MBD,
Programmatic is taking over the world. By the end of 2020, over 90% of digital ads will be transacted programmatically, with global spend approaching $150 billion.”
Get that? It is taking over the world. Sorry to break it to all you geeks over a the SETI Institute, but it won’t be Aliens that come down and save us from ourselves. It will be programmatic advertising. By this time next year, it will have taken over the world.
The very same source that is host to the webinar, the same day, was quoted in a Daily periodical sent out to the TV community:
“…we forecast that $2.8 billion of U.S. TV ads will be transacted programmatically this year…but programmatic TV transactions will likely be conducted with limited available inventory in a highly curated fashion for the foreseeable future.”
So 4% of the $70 Billion US Television ad spend is programmatic, and likely to continue to decrease.
In the area of advertising that is riddled with fraud, waste and ineffectiveness, programmatic is flourishing. Where advertising works like a charm, programmatic is sputtering to even get off the ground.
There’s more of an effort these days to confuse, conflate and obfuscate than ever. Advertising has become so soft a science that it’s turned to mush!
