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Media & AdTech

Programmatic advertising is becoming a trend

Online advertising specially tailored to the user is increasingly widespread in Germany. This is not least due to the smartphone, which makes a lot of data accessible.

18 Dec. 2017
Source: Zenith
Source: Zenith

The international media agency Zenith expects the share of programmatic advertising in display advertising to rise to 67% worldwide by 2019. Banners, pop-ups or flash animations are customized - and ideally displayed only to users who are thinking of making a purchase. Zenith currently estimates the share in Germany at 34.5% and expects it to increase to 41% by 2019. In Canada, the United Kingdom and the United States, the share is already at 80%.

A bid engine decides which spot will appear on the respective advertising space according to the highest bid and depending on criteria such as context, location, weather or surf history. Users do not notice the background data analysis, which takes place in milliseconds using artificial intelligence (AI). Online marketers such as Scout24 Media or BurdaForward have the relevant data and associated processing at the ready.

Programmatic advertising is driven by the smartphone. Instead of cookies, it provides data on a person’s app usage, whereabouts, buying behavior and transaction data, allowing on and offline behavior to be evaluated. But customized advertising can also be displayed on classic media channels in a targeted manner. As early as 2016, Zenith programmed an audio campaign for "Das Örtliche", in which commercials were only displayed to online radio listeners who had been at certain sports events or in specialist shops.