The programmatic advertising industry may have reached its “where’s my flying car?” moment.
The automation of ad buying has advanced the market beyond the days of manually delivered insertion orders, but is programmatic advertising fulfilling its promise or has its pace of progress slowed? That’s a question that GroupM Nexus president of North America JiYoung Kim put to a room of programmatic marketers at the Digiday Programmatic Marketing Summit in Palm Springs, California.
“We’ve kind of took the pedal off the gas when it comes to innovations [in programmatic advertising],” Kim said onstage on May 22. In other words, programmatic advertising has become the predominant means for marketers to reach people digitally, she said, “and we’ve stopped working so hard to understand how do we use this to make advertising actually better.”