From the front row of mUmBRELLA Programmatic Masterclass

Yesterday cemented the thinking and analysis that we’re all on the right track with helping Private Media Agencies access the world of Programmatic Media Buying. The mUmBRELLA Programmatic conference in Sydney brought together Buyers, Sellers and Technology Firms to talk through the current state of Programmatic in Australia and where it’s going (note – none of the panelists had a confident answer for where this model would be in 2yrs, let alone 5…)

It was a great experience to be there, particularly as MyMediaTradingDesk was noted on the handouts for all attendees.

Although we don’t really subscribe to the theory “if the big boys are doing X, we should too” it was a lesson in perspective that 65% of Telstra’s Digital spend is currently bought Programmatically with a plan to be at 80% by EOFY.  And also a reminder of the old position that IPG Mediabrands will buy 50% of all of their Media (not just Digital Media, ALL Media) programmatically, within 2yrs.

The Finance Industry was here with the stockmarket.  The NASDAQ was the worlds first electronic stock market…. in 1971.

Nowdays ebay sell all of their Ad Inventory Programmatically. Over a Billion Impressions per month, with 50 targeting segments.

It was also clear from the Media Buyers and Marketers that the data from Programmatic campaigns is extremely beneficial for planning offline. Results from geographic hotspots, creative preferences and the like all feed into better, quicker offline campaign optimisation.

Bringing this buying model to Private Media Agencies right now and investing in, and valuing the education process with them is timely.  It’s  empowering to the Agencies to be able to speak confidently to their clients.

With Connected TV, Linear TV, Digital Outdoor, and more migrating to some form of Programmatic Selling inside a year, now’s the time to dip your toes in the water.  At MyMediaTradingDesk we’re launching our Self Service Portal in the next month too.

To cut through the jargon and begin or enhance your Programmatic Media Buying process, contact MyMediaTradingDesk today. We can start at Programmatic 101 or just cut to the chase on performance, reporting, service and price, it’s  completely up to you.

It’s Digital Advertising, Simplified.