Like the Internet before it, programmatic media was not immediately embraced by most upmarket brands. Justifiable concerns about quality and context were fortified by revelations about view-ability and accountability. That’s all going to change this year.
For years, prime media placement (mostly print) was the fruit of deep pockets and long relationships -- with digital, the value-add. That paradigm will shift in 2016. Most digital media will become available programmatically (in some form), meaning much cheaper and independent of deals and relationships.
And programmatic does not simply refer to media bought-and sold on exchanges by algorithms. It also means a data trail left my visitors that can be mined for improvements in customer experience and remarketing.
For Premium & Luxury brands, programmatic in 20016 will finally Deliver: the top quality media they require, at the lowest possible cost, along with the greatest amount of user-specific data over time.